Should US Amazon Sellers Expand to the UK (and Europe) in 2026?

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Should US Amazon Sellers Expand to the UK (and Europe) in 2026?

In this video, I break down whether US Amazon sellers should expand to the UK and Europe in 2026, sharing when it actually makes sense to launch your products on Amazon UK and EU marketplaces.

I explain the real economics of selling on Amazon UK, including VAT registration, UK EORI numbers, UKCA product marking, general product safety, and how post-Brexit regulations make the UK a simpler first international market than the wider EU.

You’ll see why Amazon UK is the best English-speaking entry point into Europe, how to link your existing US Seller Central account using Amazon Global Selling, and what you need to do with FBA inventory, listings localization, pricing, and units so your products actually convert.

I also walk through the key benefits like tariff diversification, lower competition, lower ad cost per click, revenue diversification, brand defense, and margin protection, as well as the common reasons US sellers fail when expanding to Amazon UK and how to avoid them.


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Who am I and why should you listen to me?
I’m Chris Turton, an Amazon sales expert with a straightforward, no-nonsense approach to e-commerce. Unlike the typical “overnight success” stories, I focus on real advice that has proven effective for brand owners and manufacturers. With extensive experience and a unique perspective, I’m here to help you growth selling on Amazon, from optimizing your listings to outsmarting competitors.

Check out: https://www.christurtonecommerce.com