Amazon Expands to Belgium

When Amazon opens a new marketplace, it creates a window of opportunity that early-moving sellers can exploit. Amazon's expansion into Belgium (Amazon.com.be) was part of their broader European growth strategy, and it highlighted a playbook that applies every time Amazon enters a new market. Whether it is Belgium, the next European country, or an entirely new region, the principles are the same.

Insights from Andrew Morgans and the Marknology team in Kansas City.

Why Amazon Expands Into New Markets

Amazon's marketplace expansion follows a consistent pattern. They look for markets with:

• Strong ecommerce adoption: Countries where consumers are already comfortable buying online
• Existing logistics infrastructure: Regions where Amazon can leverage nearby fulfillment centers (in Belgium's case, the existing EU network)
• Underserved demand: Markets where consumers want Amazon but have been relying on cross-border ordering from neighboring marketplaces

Belgium fit all three criteria. Belgian consumers were already buying from Amazon.de (Germany), Amazon.fr (France), and Amazon.nl (Netherlands). A dedicated Belgian marketplace made it easier for local consumers to shop in their preferred language (Dutch, French, or German) with localized customer service.

The Opportunity for Sellers in New Amazon Markets

Lower Competition, Higher Visibility

New Amazon marketplaces have far fewer sellers than established ones. While Amazon.com has millions of active sellers, a new marketplace might launch with only thousands. That means less competition for keywords, less advertising clutter, and more organic visibility for early entrants.

First-Mover Advantage on Reviews

One of the hardest things about Amazon is building a review base. In a new marketplace, everyone starts with zero reviews. Sellers who enter early and build their review count first gain a significant and lasting competitive advantage.

Brand Registry Transfers

If you are already enrolled in Amazon Brand Registry, your registration typically applies across all Amazon marketplaces. That means you can launch with A+ Content, Brand Stores, and Sponsored Brands advertising from day one.

How to Expand Into a New Amazon Marketplace

1. Evaluate Market Fit

Before expanding, do your research:

• Is there demand for your product category in the target market? Use tools like Helium 10's global search volume data or Amazon's Product Opportunity Explorer (when available for the new marketplace).
• What are the regulatory requirements? Product compliance, labeling, and safety standards vary by country.
• What are the tax implications? VAT registration, import duties, and cross-border tax obligations differ across markets.

2. Localize Your Listings

Do not just copy your English listings and run them through Google Translate. Localization means:

• Professional translation: Hire native speakers who understand your product category to translate and adapt your listings.
• Local keyword research: The keywords that work in the US may not apply in a new market. Research local search behavior.
• Cultural adaptation: Image styles, color preferences, and selling points may differ across cultures. What resonates with US shoppers might not resonate in Belgium.

3. Choose Your Fulfillment Strategy

For European marketplaces, Amazon offers several fulfillment options:

• Pan-European FBA: Amazon distributes your inventory across multiple EU fulfillment centers for fast delivery across the continent. Simplest option for multi-country selling.
• European Fulfillment Network (EFN): You send inventory to one EU country, and Amazon fulfills cross-border orders from that single location. Lower upfront complexity but slower delivery times for some customers.
• Local fulfillment: Send inventory directly to fulfillment centers in the target country for the fastest delivery. Best for markets where you expect significant volume.

4. Start With Advertising

In new marketplaces, organic ranking takes time to build. Advertising (Sponsored Products, Sponsored Brands) gets you in front of customers immediately while you build your organic presence. CPCs are typically lower in new marketplaces because there is less advertiser competition.

5. Monitor and Adapt

Your first few months in a new marketplace are a learning phase. Track your metrics closely:

• Which products gain traction fastest?
• Which keywords convert?
• What do customer reviews and returns tell you about local expectations?

Use this data to refine your listings, adjust pricing, and optimize your advertising.

Common Mistakes When Expanding to New Amazon Markets

• Lazy translations: Bad translations tank your conversion rate and look unprofessional. Invest in quality.
• Ignoring compliance: Every country has product safety, labeling, and import regulations. Non-compliance can result in seized inventory and account suspensions.
• Underestimating VAT: European VAT requirements are complex. Work with a tax advisor who specializes in cross-border ecommerce.
• Spreading too thin: Do not launch in five new markets simultaneously. Start with one, learn, optimize, then expand.

The Bottom Line

Every time Amazon opens a new marketplace, a clock starts ticking. The sellers who move early, invest in localization, and build their brand presence will capture market share that becomes harder and more expensive to win over time. If international expansion is on your roadmap, the best time to start planning is now.

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