谁可以在欧洲销售?

任何满足以下条件的人均可以在亚马逊欧洲商城上开店:

  • 满足当地税务要求。

  • 能够使用当地语言提供商品信息和买家订单服务。

  • 能够在所有目标商城中保持亚马逊要求的绩效水准。

收取、申报、支付税费

各个国家/地区的税费差异很大,所以您请做好调查并咨询您的税务顾问寻求指导。当您在亚马逊上销售或使用 Amazon Services 时,您有义务决定是否需要缴税、缴纳哪些税费,并有义务向相应的税务部门申报和支付税费。

您在亚马逊欧洲商城上发布您的商品之前,请注意任何间接税(例如,增值税和服务税)以及消费税和关税要求。您可能有义务缴纳这些税费并向税务部门支付。在欧盟成员国中,在亚马逊上显示的销售商品价格必须包括任何额外的费用,例如税费与关税。

有关详情,请访问 欧盟进口和跨国销售 — 卖家须知 

客户服务

当您在亚马逊欧洲商城上发布您的商品时,您必须使用适当的商城语言为每个您发布的商品提供商品信息。在卖家平台,您可以使用“构建国际商品信息”工具搜索亚马逊商品目录,查看您的商品是否已经以所需要的语言存在。如果您的商品的详情页面在亚马逊上已经不可用,那么您需要自己翻译商品信息。如果您不使用该语言,您可以使用“翻译商品”工具翻译符合条件的商品,或使用独立的翻译服务翻译其他商品。归根结底,您需要负责确保您的商品在所有商城中都符合亚马逊标准。

示例:一家美国公司想在 Amazon.co.uk、Amazon.de 和 Amazon.fr 上发布商品。由于他们讲英语,因此他们在 Amazon.co.uk 上可以自己创建商品信息。他们想要出售的亚马逊商品编码 (ASIN) 已经在 Amazon.de 上以德语存在,所以他们可以发布。然而,同样的亚马逊商品编码 (ASIN) 在 Amazon.fr 上没有法语的商品信息,所以他们需要自己为商品提供翻译从而在 Amazon.fr 上销售。


除了将您的商品详情翻译为所选商城的相应语言外,亚马逊还有一些进一步的沟通要求:

  • 准备好使用您出售商品所在商城的语言对买家通过邮件发送的问题提供支持。您不需要提供电话支持,但是如果您提供了电话支持,则必须同样使用该商城语言。

  • 当您和“亚马逊客户服务”或“卖家支持”交互时,您应该能够使用英语或商城语言进行沟通。

  • 商品文件,例如手册,必须包含商城语言。买家可能会要求额外的文件,需要使用商城语言提供给他们这些文件。

  • 时差可能导致对买家询问的回复出现延迟。由于买家可能认为延迟是一种消极的体验,这可能影响到买家的评价和您的卖家分数卡,因此在 24 小时内回复买家的询问很重要。



请注意:对于通过亚马逊物流配送的任何订单,亚马逊都会使用商城的当地语言提供客户支持。

卖家绩效水准

当您使用亚马逊欧洲商城账户进行销售时,您必须在所有销售目标国家/地区保持目标绩效率。以下是确定您的业绩所使用的指标。

请注意:当您在多个商城销售时,买家评级会影响到您在所有欧洲商城的整体绩效。

  • 订单缺陷率

  • 配送前取消率

  • 延迟发货率


请访问 卖家绩效衡量,了解具体的绩效目标以及指标的定义。

维持您的卖家绩效水准的一个重要部分是您的订单配送流程。您可以选择通过以下方式配送您在亚马逊欧洲商城的任意或所有订单:使用自己的配送流程;使用亚马逊物流,将您的库存储存到欧洲统一配送网络,让亚马逊为您取件、包装和配送客户订单,并提供客户服务。


亚马逊官网原文详情:  

Who Can Sell in Europe?

Anyone can sell in the Amazon European Marketplace provided the following:

  • They meet the local tax requirements.

  • They can provide product information and customer service for orders in the local language.

  • They can maintain the performance levels required by Amazon in all target marketplaces.


Collecting, reporting, and paying taxes

Taxes and levies vary greatly from country to country, so do your research and consult your tax advisor for guidance. When you sell on Amazon or use Fulfillment by Amazon services, you may be obligated to determine whether and where any taxes apply and to report and pay taxes to the appropriate tax authority.

Be aware of any indirect tax (for example, VAT and GST) and excise tax and customs duties requirements before you list your products on an Amazon European Marketplace. You may be liable for those taxes and may be required to pay them to the tax authorities. In European member states, the selling price displayed on Amazon must include any additional costs such as tax and duties.

Visit EU Imports and Cross-Border Sales - Information for Sellers for more information.

Customer service

When you list your products on an Amazon European Marketplace, you must provide product information for each product you list in the appropriate language for that marketplace. In Seller Central, you can use the Build International Listings tool to search the Amazon catalogue to see if your product already exists in the desired language. If a detail page for your product is not already available on Amazon, then you will need to translate the listing yourself. If you don’t speak the language, you can use the Translate Your Products tool for eligible products or an independent translation service for other products. Ultimately, you are responsible for ensuring that your listings in all marketplaces meet Amazon standards.

Example: An American company wants to list on Amazon.co.uk, Amazon.de, and Amazon.fr. Since they speak English, they can create the listings themselves on Amazon.co.uk. The ASINs they want to sell already exist in German on Amazon.de, so they can list it. However, the same ASINs do not have listings in French on Amazon.fr, so they need to provide translations for the listings themselves to sell on Amazon.fr.


In addition to translating your product listings into the appropriate language for the selected marketplace, Amazon has some further communication requirements:

  • Be prepared to support customer questions sent by e-mail in the language of the marketplace in which you are selling. You are not required to offer phone support, but if you do so, it must be in the marketplace’s language as well.

  • When you are interacting with Amazon Customer Service or Seller Support, you should be able to communicate in English or in the marketplace’s language.

  • Product documentation, such as manuals, must include the marketplace’s language. There might be additional documents customers might request, and they need to be supplied in the marketplace’s language.

  • Time zone differences may cause delays in response to customer inquiries. It’s important to respond within 24 hours of the customer inquiry as delays can be perceived by the customer as a negative experience and can affect customer reviews and your seller score card.


Note: Amazon offers customer support in the marketplace native language for any orders shipped by Fulfillment by Amazon.

Seller performance levels

When you sell with an Amazon European Marketplace account, you must maintain target performance rates for all of the countries you are selling in. Below are the metrics that are used to determine your performance.

Note: When you sell in multiple marketplaces, customer ratings will affect your overall performance across all Amazon Europe Marketplaces

  • Order defect rate

  • Pre-fulfilment cancel rate

  • Late shipment rate


Visit Seller Performance Measurement for specific performance targets and definitions of metrics.

A critical component of maintaining your seller performance levels is your order fulfillment process. You have the choice of fulfilling any or all of your orders in Amazon European Marketplaces using your own fulfillment process or using Fulfillment by Amazon to store your inventory in the European Fulfillment Network and let Amazon pick, pack, and ship orders to customers for you and provide customer service.

 文章来源:亚马逊官方网站