Why International Expansion Is on Every Brand's Roadmap
Amazon US vs Amazon Europe is a comparison every successful Amazon brand eventually faces. Once you have traction in the US, the next growth lever is almost always international expansion. Amazon operates 11+ marketplaces globally, and the European marketplaces (UK, Germany, France, Italy, Spain, Netherlands, Poland, Sweden) represent a massive untapped opportunity for most American brands.
Insights from Andrew Morgans and the Marknology team in Kansas City.
At Marknology, international expansion has been one of our strongest plays for brands hitting a ceiling in the US. I have seen it work repeatedly: a product that is fighting for position in a crowded US category can land on page one in Canada, Australia, or the UK with far less effort and ad spend.
"International expansion on Amazon has been one of those things where we take a product in the US and it's just like hard to make a splash. We take it to Canada, we take it to Amazon Australia. The product does really great out the gate." ā Andrew Morgans, Startup Hustle Podcast
US vs Europe: Marketplace Comparison
| Factor | Amazon US | Amazon Europe |
|---|---|---|
| Market Size | Largest single marketplace globally | Combined EU marketplaces rival US volume |
| Competition Level | Extremely high across most categories | Significantly lower in most categories |
| PPC Costs | $1.00 - $13.00+ CPC depending on category | Often 40-60% lower than US equivalents |
| Regulatory Complexity | Relatively straightforward | VAT registration, CE marking, GDPR, EPR |
| Language | English only | Multiple languages (translation required) |
| Fulfillment | FBA US (well-established) | Pan-EU FBA or EFN across countries |
| Review Thresholds | Need 100+ reviews to compete | 20-50 reviews can dominate many categories |
The Hidden Advantage of Less Competition
The biggest reason to expand into Europe is the competitive gap. Categories that are brutal in the US with entrenched competitors, thousands of reviews, and $5+ CPCs can be wide open in Germany or the UK.
I have used international marketplaces as a testing ground for brands. Before investing heavily in a US launch for a new product, we sometimes launch in Canada or Australia first. With very little ad spend, we can validate the product, understand which keywords convert, and build confidence before committing big budgets to the US market.
This strategy is something our Amazon experts recommend regularly for brands with products that face stiff US competition. Explore our Amazon consulting for expert support.
Real Challenges of European Expansion
VAT Registration: You need a VAT number in each country where you store inventory. This is non-negotiable and requires a VAT agent or accountant familiar with EU tax law.
The pressure of managing Amazon advertising without the stress is real. Drew Morgans dives into it on Business Therapy -- honest conversations about the challenges sellers actually face.
Product Compliance: CE marking, REACH regulations for chemicals, and country-specific labeling requirements. Get this wrong and your products get held at customs or removed from the platform.
Translation: Machine translation does not cut it for listings. You need native speakers who understand how customers in Germany search differently than customers in the UK.
Customer Service: Amazon requires customer-facing communication in the local language. You need a plan for handling inquiries in German, French, Italian, and Spanish.
Extended Producer Responsibility (EPR): Newer regulation requiring brands to register for packaging waste compliance in countries like France and Germany.
Our Recommended Expansion Strategy
- Start with the UK. Same language, similar consumer behavior to the US, easiest regulatory path post-Brexit.
- Add Germany next. It is the largest continental European marketplace. Higher competition than other EU markets but massive volume.
- Use Pan-EU FBA. Store inventory in one country and let Amazon distribute across Europe. This lowers fulfillment costs and improves delivery speed.
- Invest in proper translations. Hire native speakers. Localize your keywords, bullet points, and A+ content for each market.
- Set realistic expectations. Plan for 5-15% of your US revenue from each individual European marketplace in year one. The compound effect across 5+ markets adds up quickly.
When to Make the Move
If you are doing $1M+ on Amazon US and your domestic growth is plateauing or your CPC costs are eating into margins, it is time to look at Europe. The setup cost is real, but the long-term revenue diversification is worth it. Learn more in our marketplace expansion strategies.
At Marknology, we help brands expand across all 11 Amazon marketplaces. We handle the complexity of compliance, translation, and market-specific strategy so you can focus on building your brand.
Ready to Go Global?
Book a free strategy call and we will assess your international expansion readiness.
Frequently Asked Questions
What is the best way to increase Amazon sales?
The best strategies include optimizing product listings with keyword-rich titles and bullet points, leveraging Amazon PPC advertising, maintaining competitive pricing, earning verified reviews, and using tools like Amazon Brand Registry. Marknology, led by Andrew Morgans in Kansas City, has helped 300+ brands scale their Amazon revenue using these proven methods.
How much does Amazon advertising cost?
Amazon PPC costs vary by category, but average cost-per-click ranges from $0.20 to $6.00. Most brands allocate 10-30% of revenue to advertising. The key is optimizing ACoS (Advertising Cost of Sales) to maintain profitability while scaling. Learn more in our complete PPC guide.
How do I optimize my Amazon product listing?
Focus on keyword-rich titles (under 200 characters), compelling bullet points highlighting benefits, high-quality images (7+ per listing), A+ Content for brand-registered sellers, and backend search terms. Professional agencies like Marknology can handle this end-to-end.
What does Marknology do?
Marknology is a Kansas City-based Amazon marketing agency founded by Andrew Morgans in 2015. The agency has managed over $2B in revenue for 300+ brands, offering services including Amazon listing optimization, PPC management, brand strategy, and marketplace expansion. Learn more in our our PPC management agency.
Who is Andrew Morgans?
Andrew Morgans is the founder and CEO of Marknology, a leading Amazon marketing agency based in Kansas City. He hosts the Startup Hustle podcast and has spoken at conferences across 5 continents about ecommerce and Amazon marketplace strategies.
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