Capturing International Selling Opportunities With Amazon
Capturing International Selling Opportunities with Amazon September 2013 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Agenda › The International Business Opportunity › Key considerations to selling internationally › › How Amazon helps grow your EU business Country Specific Requirements 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Amazon’s Business Worldwide Amazon has online marketplaces in ten countries, enabling third-party sellers to reach buying customers both locally and globally. * *89 FCs as of 12/21/12 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Marketplace Expansion Opportunity As Amazon has expanded globally, its customer base and third-party seller base have grown rapidly as well. Source: 2007-2013 Amazon Quarterly Earnings Announcements 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
The Seller Journey to Global Expansion 1. The Seller joins US marketplace, and sells locally to Amazon.com customers. 2. The Seller joins Fulfilment by Amazon (FBA). Access to Prime (free & fast 2-day shipping) and Super Saver Shipping 3. The Seller enables FBA Export. Customers outside the US can purchase, and Amazon handles the export details. No extra cost to the Seller. 4. The Seller opens UK Marketplace and sells to Amazon.co.uk customers. Seller can send bulk inventory to FBA in the UK to fulfill locally. 5. The Seller enables EU FBA Export. Customers outside the UK (namely 26 countries in the EU) can purchase, and Amazon handles the export details. No extra cost to the Seller. 6. The Seller adds European Fulfilment Network and fulfills orders from other Amazon EU marketplaces from its UK inventory. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Amazon’s Global Selling Services › › › › Open New Marketplaces – You can list your products on multiple Amazon marketplaces to reach millions of new customers. Use FBA to Fulfill Locally – With Fulfilment by Amazon (FBA) you can send inventory into Amazon's world-class fulfilment Centers around the world, and we will fulfill orders locally. Use FBA to Export from your Home Marketplace – with FBA Export you can sell from your local inventory to international customers visiting your Amazon listings (US and EU), with no extra charge to you. Amazon manages the export process so you don’t have to. Use EFN to Fulfill across the EU- FBA gives you access to the European Fulfilment Network. With EFN you can fulfill orders placed on any EU Marketplace using your local (UK) inventory. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Agenda › The International Business Opportunity › Key considerations to selling internationally › › › Determining where and what to sell › Fulfilling International Orders › Language Requirements – Listings & Customer Service How Amazon helps grow your EU business Country Specific Requirements 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
What to sell where 1 2 3 Language considerations: Prioritize marketplaces that support languages you are most comfortable operating in. UK is a natural transition for US Sellers whose primary language is English Selling Potential: Check that the marketplace supports your product category Check that products are suitable for the marketplace—for example that they adhere to product compliance warning. Research whether products similar to yours are being offered Determine whether the offer prices are compelling for you to enter the marketplace – consider landed costs of your products when thinking about your profitability Be Original: Do you bring a unique offering to the marketplace? 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Fulfilling your Amazon orders As a Seller, you can fulfill orders yourself or you can let Amazon fulfill your orders Considerations: Seller Fulfilled Orders Amazon Fulfilled Orders (FBA) Lead Times Lead times can vary based on mode of transportation Lead times can be reduced by fulfilling locally with FBA Shipping Costs Higher shipping costs as you ship individual packages to customers internationally Seller can reduce shipping costs by leveraging Amazon preferred carrier services that can reduce freight rates based on mode and destination Customer Support Seller provides local language customer support FBA provides local language customer support Customer Returns Seller needs to provide a local customer returns address. Amazon handles returns. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Importing inventory to an Amazon FC When inventory is located in a different country than the Amazon FC, you will need to import your products into the destination country. Overseas Brokerage and Transportation Process Overview Ship Export 1. 2. 3. Prepare commercial invoice Ship product to port Clear export customs 1. 2. Ship products to destination country Transport via air, ocean or ground Import 1. Clear import customs Transport 1. Load products onto carrier for transport to Amazon FC Note: It is often much easier to hire a customs broker or a freight forwarder to handle the export, import and transportation process for you* Amazon will not act as Exporter or Importer of Record. Source: Amazon Global Selling Manual *Amazon cannot make these arrangements for you 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Arrange shipment with a freight forwarder It is often much easier to hire a logistics provider such as a customs broker or a freight forwarder to handle all of the export and import process for you. Information you will need to provide your customs broker: 1 2 3 Exporter of Record (EOR) – generally the shipper is the exporter of record; this can be the Seller but it can also be the Seller’s vendor if the Seller is sourcing from a third country other than their own country of origin. Sellers must consider their vendor terms and ultimate country of origin when considering entry to a new market. Generally you will need a VAT number to complete the commercial invoice to import products into the EU as well as to sell in the EU. Importer of Record (IOR) – is responsible for ensuring the shipment arrives at destination country, filing legally required documents and paying import duties and taxes. Ultimate Consignee – the actual intended recipient of the shipment for shipments in the US Legal Documents: Power of Attorney – enables the freight forwarder or customs broker to act as your agent to get your inventory moved through the customs process Credit Application – The customs broker may ask you to pay cash in advance Terms and Conditions – The customs broker should spell out for you so that you know and understand who is responsible for the goods at every step of the process Recommended customs brokers: Shapiro: www.shapiro.com 2013 Amazon.com, Inc. or its affiliates. All rights reserved. UPS: toms brokerage.html
Value Added Tax (VAT) What is VAT? › Value Added Tax (VAT) is a consumption tax and may be assessed on the value of goods in the EU What VAT obligations do I need to be aware of? › If you import products into the EU, you may be obliged to pay VAT the moment the goods enter the EU › If you transfer your own goods from one EU country to another or if FBA transfers your goods from an EU FC into another country where your products were stored, the transfer may also be treated as a transaction subject to VAT Consult a Tax Advisor that can guide you through the VAT Process › Please consult your tax advisor for information regarding import and VAT obligations Useful Links: EU Taxation: http://ec.europa.eu/taxation customs/taxation/vat/ UK: https://www.gov.uk/vat-registration http://www.hmrc.gov.uk/vat/ 2013 Amazon.com, Inc. or its affiliates. All rights reserved. Source: Amazon Global Selling Manual
Language requirements Listings › Amazon requires that your listings be written in the local marketplace language. › If a listing for the product you are trying to sell in the local marketplace already exists, you may be able to create an offer on that product. › If your product is unique to the marketplace where you are trying to create an offer, you may need to translate the product details in order to create a listing in that marketplace. Customer Service › Customer Service needs to be provided in the language of the marketplace where you are selling your products. › If you are using FBA, we will provide local language customer support on your behalf. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Agenda › The International Business Opportunity › Considerations to selling internationally › How Amazon helps grow your EU business › › › › › The European Account Build International Listings FBA The European fulfilment Network Country Specific Requirements 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
The European Account List your offers on any of Amazon’s EU Marketplaces using the European Account - from a single Seller Central Account. Global Buyers 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Expand offers internationally How to list your offers in one marketplace (your home marketplace e.g. UK) on a different, additional marketplace (target marketplaces e.g. DE). Access the tool “Expand Offers Internationally”. Products not listed by the tool do not exist yet and you need to create a new local product page. The tool will create a listing file for products in your inventory if they already exist in the target marketplace. Pick the target marketplace in your account top drop-down menu and go to Add a Product or download a local inventory template. Personalize the file, with local prices, and upload it in the target marketplace. Describe the products in the local language. Use the same EAN/UPC and SKUs as on Amazon.co.uk, to list in the other European marketplaces so that stock can be synchronised. Your products are now on sale on the target marketplace. The quantity in stock is synchronised across marketplaces. Your products are now on sale on the target marketplace. The quantity in stock is synchronised across marketplaces. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
fulfilment by Amazon (FBA) FBA allows sellers to easily leverage Amazon’s world-class fulfilment Centers and customer support - you send it to Amazon, and we handle it. Benefits › Make Money. Your items are eligible for Prime and Super Saver Delivery, so you reach a premium audience to help you sell more, faster. › Grow Fast. FBA provides the scale, from single items to full truckloads. We handle storage, shipping and customer service* so you can focus on making sales. › Delight Your Customers. FBA lets you give customers what they love – fast shipping – with a trusted experience * Not applicable for multi-channel fulfilment 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
How FBA Works 1. Upload product list. Send your full or partial inventory directly to Amazon. No additional subscription fee to join FBA. 2. Amazon will store and manage your inventory in its fulfilment Centers using a unique, optimized storage system. You own your inventory, and pay storage fees for items stored. 3. Customers view and purchase your products – on-Amazon or off. FBA products on Amazon are eligible for Prime and FREE Super Saver Delivery! 4. Amazon will pick, pack and ship your orders directly to customers. You pay a fulfilment fee for items shipped (based on number of items and weight). 5. Amazon provides customer service to buyers for items sold on Amazon, for a seamless purchasing experience. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Reminder about what EFN is The European fulfilment Network (EFN) As an FBA Seller, EFN allows you to easily leverage Amazon’s world-class fulfilment Centers across the EU and customer support - you send it to your local (UK) Amazon FC, and we handle fulfilment for your orders placed on any EU marketplace. Benefits › Make Money. Give EU customers what they love Amazon-fulfilled shipping. This helps you sell more, faster. › Grow Fast Internationally. EFN helps you scale across all of Amazon’s EU marketplaces using a single pool of inventory. › Delight Customers. EFN lets you give customers what they love – fast shipping – with a trusted experience. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Reminder about what EFN is How EFN works As part of the European Account, FBA sellers can: › Store their inventory in their home marketplace’s FCs › Fulfil orders coming from other Amazon EU marketplaces UK Buyer IT Buyer DE Buyer International Sellers EU Buyers UK Seller FR Buyer ES Buyer You can store your FBA inventory in your home marketplace. You still need to create offers in the local language and currency for each marketplace or your FBA stock will not be offered for sale on the other marketplaces 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Pricing – “FBA” with “EFN” › There will be an additional EFN flat fee for each unit shipped to other marketplaces › FBA fee of the marketplace of destination will apply › DE Buyer Example (fees as of 22nd May 2013) Item Price : Selling on Amazon.de fees: German FBA Fulfilment fees: German EFN Fee for a product fulfilled from the UK: 29.99 Euros -4.50 Euros -3.10 Euros -2.10 Euros Download the FBA Rate Cards of the marketplaces you want to sell in (and not of your home marketplace!) to see the applicable FBA and EFN Fees 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Agenda › The International Business Opportunity › Considerations to selling internationally › How Amazon helps grow your EU business › Country Specific Requirements 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Need to know Account Management › Pro sellers’ accounts automatically have the European Account feature. › If you have accounts in multiple countries, you can decide to keep them, or close them and sell from your home account. › You need to comply with the requirements in Amazon guidance for international and cross border sales, local tax and other applicable laws and regulations and programme policies in each marketplace. › Amazon.it and Amazon.es require EUROZONE* bank accounts. Amazon.de, Amazon.fr, Amazon.co.uk required US, UK or EUROZONE bank accounts. * The account is in Euro and the bank is located in one of those countries: Austria, Belgium, Cyprus, Estonia, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, Malta, the Netherlands, Portugal, Slovakia, Slovenia, and Spain. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Need to know Listing Management › You need to create offers for each country in the local language/currency. › If selling in a category requiring approval, you will need prior approval by contacting the local Seller Support team to be able to list your products. Approval is marketplace specific. › The current fulfilment channel for each SKU will apply in the new marketplaces. You won’t need to manually convert the new listings to FBA for your existing FBA stock. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Country Specific Requirements* Germany and France *Non-exhaustive examples › Sellers need an imprint and Terms and Conditions › Some clients could ask for an invoice › Please insert your right of withdrawal › Books have a fixed price › Pictures must be on a white background › Instruction manuals must be in French › Books have a fixed price 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Country Specific Requirements Italy and Spain › Categories currently available: Media, Sports, Shoes, Home & Garden, Watches, Toys, Electronics/PC, Automotive, Baby, Music › EURO bank account currently required to sell on Amazon.it › Smaller catalogue – sellers often need to create listings › Categories currently available: Media, Baby, Kitchen, Music, Watches, Toys, Electronics/PC, Shoes › EURO bank account currently required to sell on Amazon.es › Smaller catalogue – sellers often need to create listings › Books have fixed prices 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Questions ? 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
References › European Account Information Homepage › EU Imports and Cross-Border Sales Information Document › Amazon Global Selling Manual › How to open a UK account Tutorial › Webinars Invitations and Recordings Page › German FBA Rate Card › French FBA Rate Card › Italian FBA Rate Card › Spanish FBA Rate Card › Settings Tutorial* › Manage Orders Tutorial* › FBA and EFN pricing Information › Manage your Inventory Tutorial* › EU FBA Calculator › EU Marketplaces Referral Fees* * European Seller Central Account Log in Needed This presentation only serves as an overview. Always refer to the Amazon’s help pages and terms and conditions or contact Seller Support to check the information is still accurate and up to date, or to get additional help. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Thank you for attending Amazon Webinars nars/ Amazon Seller Support www.amazonsellersupportblog.co.uk Amazon Seller Forums http://sellercentral.amazon.co.uk/forums/ This document is provided for informational purposes only. No promises or assurances of future sales are intended or implied. Participation in the FBA programme is subject to the FBA terms in the Amazon Services Europe Business Solutions Agreement and policies set forth in the FBA manual. You will be responsible for ensuring all products registered with FBA comply with such terms and policies found through this link. 2013 Amazon.com, Inc. or its affiliates. All rights reserved.
Seller Fulfilled Orders Amazon Fulfilled Orders (FBA) Lead times can vary based on mode of transportation Lead times can be reduced by fulfilling locally with FBA Higher shipping costs as you ship individual packages to customers internationally Seller can reduce shipping costs by leveraging Amazon preferred carrier services that can reduce
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