Amazon Marketplaces: Should You Start in the US or EU?

Amazon Marketplaces: Should You Start in the U.S. or Europe?

Launching your first Amazon product? One of the biggest decisions you’ll make isn’t what to sell—but where to sell.

Should you start on Amazon U.S. (amazon.com) or one of the European marketplaces (UK, Germany, France, Spain, or Italy)?

Both regions offer opportunity. But they’re different in size, complexity, speed to market, and what’s required to get started.

At Flapen, we’ve helped new sellers launch brands in both regions. Here’s how we recommend choosing—based on your goals, budget, and experience.

U.S. vs. EU: Quick Comparison

1. Why Most Sellers Start in the U.S.

Amazon U.S. is the largest and simplest marketplace for new sellers.

What makes it easier:

• One language (English)

• One marketplace

• One FBA network

• No VAT registration

• No translation needed

You can go from product idea to first sale in under 5–6 weeks.
You’ll reach 230M+ monthly shoppers and benefit from higher review activity.

If you want to launch fast and validate your product with fewer moving parts, the U.S. is the best place to start.

2. When Selling in Europe Makes Sense

Amazon Europe works well if:

• You’re based in the EU or UK

• You’re already VAT-registered

• You have access to translation and compliance support

• You want to compete in less saturated markets

Germany and the UK are especially strong marketplaces—with high sales and lower PPC costs.

EU marketplaces can be powerful if you’re ready for extra complexity.

3. Language & Localization

If you’re not ready to handle listing localization, EU will slow you down.
At Flapen, our team supports multilingual listing creation for sellers launching in the EU—but it’s still more effort than launching in English.

4. Logistics & Fulfillment

If you're just getting started, U.S. FBA is faster and simpler.

In Europe, you'll need to understand EORI, VAT numbers, and pan-EU storage rules.

5. Legal & Tax Setup

Amazon U.S. is simply faster and easier from a compliance standpoint.

Flapen helps EU sellers manage VAT filings, but it adds time and cost.

6. Currency, Reviews & Profitability

Launching in the U.S. gets you more reviews and feedback faster—essential for improving your listing and converting better.

Amazon EU shoppers tend to review less—and some countries (like Germany) are more critical.

Final Recommendation

✅ Start with Amazon U.S. if you:

• Want to launch fast

• Prefer simple, English-only setup

• Want easier logistics, taxes, and customer feedback

• Are sourcing in USD from China

• Plan to test your product before scaling

✅ Start with Amazon EU if you:

• Are based in Europe and VAT-registered

• Have translation and compliance support

• Want to compete in lower-saturation markets

• Can handle longer timelines and regulations

Final Thoughts

There’s no one-size-fits-all answer—but for most new sellers, the U.S. is the smartest place to start.

You’ll face fewer setup hurdles, launch faster, and get more early traction.

Once your product is proven, Europe is a great next step—with multi-country reach and lower PPC costs.

At Flapen, we help sellers launch successfully in both regions—with account setup, compliance, listing creation, and FBA support done for you.