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Where Else Do Amazon UK Sellers Sell?

Selling your products on one of the biggest marketplace platforms in the UK (and also in the entire world) is no doubt a must for every online seller out there if they want to succeed. However, in the fast-paced world of eCommerce – where consumers’ shopping behaviour is changing, many sellers are asking themselves how they can get a bigger piece of the lucrative Amazon pie or how they can make more and more sales – besides from selling on Amazon? Do you want to know more about where else do Amazon UK sellers sell? Keep reading!

An Overview of Amazon in the UK

With 407 million visits per month, Amazon is the most popular online marketplace in the UK. This places the United Kingdom third in the world for Amazon, trailing only the United States and Japan. The global gross merchandise volume (GMV) of Amazon is estimated to be $490 billion.

Selling on Amazon UK functions similarly to selling on other Amazon marketplaces. Amazon has established marketplaces in six European countries that can reach up to 28 countries through Europe. When you sign up to sell with an Amazon Europe Marketplace Account, your seller account is automatically enabled to allow you to sell on all Amazon EU marketplaces:


You will be asked to define your source marketplace, which can be any of the EU marketplaces.

In the UK, Amazon is frequently viewed as one component of a multi-channel strategy. This is partly because eBay is almost as or not, more popular in the UK than Amazon, but it is also because selling internationally through multiple marketplaces is more common for UK businesses.

Amazon EU

The good news about having your products listed on is that it is a good entry point into European selling.  Europe appears to be the epicentre of cross-border sales, which can be attributed to the common Euro economy. This makes sellers who sell on Amazon UK have the advantage not only to sell within the United Kingdom market but also all across the European countries - allowing them to bring products to less saturated markets, meet international demand, and expand their store.

An EU selling account enables you to sell in multiple marketplaces from a single account, simplifying listing, pricing, fulfilment, and getting paid. When you sign up to sell with an Amazon Europe Marketplace Account, your seller account is automatically enabled to allow you to sell on all Amazon EU marketplaces.

Sellers on are more likely to sell their goods internationally - meaning the focus is not solely on their “local” (or the UK) listings:

  • 31% of sellers in the UK are also selling their products in Germany (
  • 27% are also selling in France (
  • 24% sell in Italy (Amazon. it)
  • 21% sell in Spain (

When an Amazon UK seller decides to sell internationally, they at least sell in Europe – if not all across Europe on Amazon. With more than 60,000 active sellers, the United Kingdom is the largest European marketplace (active sellers are defined as sellers we estimate to have sold at least one product in a month). However, one-third of UK sellers also sell on other marketplaces, primarily in Germany.


Germany is the second-largest Amazon market after the United States, with a whopping $16 billion in annual revenue. Its market is 30% bigger than the UK – and its 49,000 sellers are 20% less than 60,000+ sellers who are currently on With the ratio of audience size to the number of sellers, as well as's ongoing revenue growth, this makes a great destination for sellers looking to expand their business.

Amazon has created the infrastructure to support this. Such as the European Fulfilment Network (EFN), which allows inventory to be sent to UK warehouses and then distributed to all marketplaces. For most sellers, it's as simple as checking a few boxes in SellerCentral and their products will begin to appear across all marketplaces.

However, post-Brexit, you will need to think carefully about how you store inventory in Europe when choosing Amazon FBA. If you want to trade in the UK and the EU in 2021, you'll need to split your business. Sellers on multiple EU and UK marketplaces will need to maintain stock levels on both sides of the UK border while navigating all customs and logistical challenges.

Other than across Amazon Europe, Amazon UK sellers also sell their products across other regions such as (US).

Amazon US

The US is the biggest global market by far. It has 3.1 billion in traffic and over 142 million Amazon Prime members. Not to mention, once a seller sign up on Amazon US, he/she will automatically fulfil orders for all 3 marketplaces in North America:

  • United States –
  • Canada –
  • Mexico – amazon. mx

This makes expanding within the NA market very beneficial. There is no reason not to simply increase your total traffic when you can do so easily with just one account.

Other Online Marketplaces

No seller can afford to ignore Amazon's incredible opportunity to reach a massive audience. As a result, many sellers believe that having an Amazon presence is critical to the growth and success of their business.

However, it is not the only opportunity.

As Amazon continues to launch more of its private-label brands, third-party sellers are becoming increasingly concerned about Amazon's competition and are more likely to seek out alternative e-commerce channels.


A report by SimilarWeb shows that Amazon UK sellers also sell on eBay. This is due to the fact that eBay's UK traffic accounts for 73% of Amazon's. This puts eBay in a much stronger competitive position in the UK than in the US, where it only accounts for 34% of Amazon's traffic.

In addition, a recent 2021 report on the state of Amazon sellers finds that about half of U.K.-based Amazon sellers also operate in neighbouring German and French marketplaces.

This proves that it is crucial to diversify across multiple marketplaces to expand your reach and protect yourself from relying on a single marketplace. This demonstrates that multichannel selling is highly appealing to eCommerce sellers because increased marketplace exposure provides the opportunity for increased revenue and brand recognition. As third-party sellers gain prominence on Amazon's marketplace, many want to expand to other platforms such as eBay, Etsy, Wayfair and many more.

Successful Sellers Have Global Ambition

The data speaks for itself. It has revealed how many UK online sellers are making it a priority to increase their businesses’ presence and visibility on a large scale. It is important to note that these sellers are not abandoning the platform; rather, they are less likely to put all of their eggs in one basket on Amazon.

Taking advantage of the current shopping trend by selling your products across different Amazon regions and on different marketplaces means that you are on the track to place yourself to generate tonnes of new interest and loads more sales.

Successful e-commerce sellers also know when to ask for help so that they can focus on activities which contribute directly to their growth. Business tasks like bookkeeping and accounting are necessary but tend to take up a lot of time. Speak to accounting experts from Osome to find out how an accountant familiar with e-commerce can help lighten the load for you.

This article was written by our partner MerchantSpring.

MerchantSpring can be your trusted partner to expand globally. MerchantSpring helps online retailers and sellers to turn e-commerce marketplaces, such as Amazon, eBay, Etsy, Walmart, Lazada, Zalora, Newegg, TheMarket, Google Shopping and any of the other hundreds in this category into viable sales channels. They help simplify the process of tracking daily sales without having to log in to several different platforms. Sign up for a Free MerchantSpring account today or talk to one of their experts.

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