Amazon & marketplaces
Amazon Europe launch checklist for your catalogue
How to choose your first European Amazon store, estimate contribution per ASIN and prepare your listings for launch.
Choose one market and a few ASINs
Compare demand, price ranges and reviews for the same category in each candidate market. Start with products you can keep in stock and whose advantage is easy to explain locally. Pick one store and a small group of ASINs. For each, record the target price, comparable listings and the reason a shopper would choose it.
Estimate contribution before launching
Start with revenue excluding VAT and subtract product cost, marketplace fees, fulfilment, expected returns and estimated ad spend per unit. Test a lower price and a higher return rate too. If the margin only works under favourable assumptions, revisit the assortment or costs before sending inventory.
Prepare listings and fulfilment
Review titles, measurements, variants, images and instructions in the local language. Show dimensions, pack contents and real use where they help shoppers decide. Confirm where to hold inventory and which obligations apply with your adviser. Amazon treats the UK separately from Pan-European FBA.
Decide when to expand the pilot
Review sessions, conversion, margin after ads, returns and availability each week. When traffic arrives but orders lag, compare the offer, price and images. Our first-aid listing audit shows how to structure that comparison. Extend to the next store once you have a contribution threshold and a service level you can sustain.