By 
Amazon US is the largest single opportunity for most consumer brands outside the United States. It is also the most competitive Amazon marketplace, and the path there has more moving parts than selling at home: a new account, US-ready listings, import and customs, FBA prep rules and a launch plan that works in a market where shoppers have endless alternatives.
This guide walks through the steps in order, from checking whether your product can make money in the US to launching it. It is written for brands in Europe and Turkey, but most of it applies to any seller outside the US.
Step 1: Check the numbers before anything else
Many brands start with the account and only later discover the product does not work at US prices. Do the math first:
- Price and competition: what do similar products sell for on Amazon.com, and how many strong competitors are there?
- Amazon fees: the referral fee (a percentage of the price, depending on category) and the FBA fulfillment fee (depending on size, weight and price). Use the FBA Revenue Calculator, and remember that Amazon’s 2027 fee changes start on January 15.
- Landed cost: product cost plus international freight, insurance, duties and customs brokerage, and the cost of getting goods from the port to Amazon’s warehouses.
- Advertising: new products need ad spend to get started. Budget for a launch period with a higher advertising cost.
If the margin only works on paper with no room for advertising, it is better to know before you ship.
Step 2: Open the right seller account
Amazon allows companies based outside the US to sell in the US store; you do not necessarily need a US company to start. You will register a seller account in Seller Central and go through Amazon’s identity and business verification, which typically asks for company documents, an ID for the primary contact, a bank account that can receive payments and a credit card.
Choose the Professional plan. It costs $39.99 per month, has no per-item fee, and is required for advertising and most of the tools a brand needs.
Whether you also set up a US entity depends on tax, banking and customs considerations specific to your business. This is a decision to make with an accountant who knows cross-border trade.
Step 3: Protect your brand
You can sell without a trademark, but you will want Amazon Brand Registry. It unlocks A+ Content, Sponsored Brands ads, a Brand Store and brand protection tools. For the US store, Brand Registry requires a trademark that is registered or filed (pending) with the US Patent and Trademark Office (USPTO). Since registration takes time, file early.
Step 4: Check product compliance
Some categories need documents before Amazon lets you sell, and some products must meet US rules such as FDA, CPSC or FCC requirements. Children’s products, cosmetics, supplements, food contact items and electronics are common examples. Check category approval in Seller Central and confirm the US rules for your product before you produce US-bound stock.
Step 5: Build listings for US shoppers
A direct translation of your home-market listing rarely works. US shoppers search with different words, expect US units of measure, and compare against strong local competitors. For each product:
- Research the search terms US shoppers actually use, and put the most important ones in the title and bullet points.
- Use inches, pounds and US sizing where relevant.
- Prepare a main image on a pure white background, plus lifestyle and infographic images.
- Set up variations (size, color) correctly from the start.
- Once Brand Registry is active, add A+ Content.
Step 6: Plan prep, labeling and your first FBA shipment
For most brands selling into the US from abroad, Fulfillment by Amazon (FBA) is the practical choice: Amazon stores, picks, packs and ships your orders, and your products are eligible for Prime. One change matters a lot here: as of January 1, 2026, Amazon no longer offers prep and item labeling services for FBA shipments in the US. Every unit has to arrive already prepped and labeled.
That means planning upstream:
- Labels: print FNSKU labels (or use eligible manufacturer barcodes) and apply them at your factory or at a prep center.
- Packaging: make sure units meet Amazon’s packaging requirements, such as poly bags with suffocation warnings where required.
- Box labels and carton limits: follow Amazon’s rules for box content and carton size and weight.
- Shipment plan: create the inbound plan in Seller Central, choose placement options and book transport.
Labeling done at the factory before export is usually cheaper than fixing it in the US. We prepare the shipment plan and labeling with our clients, and dozens of them sent their first FBA shipment with us.
Step 7: Import and customs
Amazon does not act as your importer. You need an importer of record for US customs, and a freight forwarder and customs broker to move goods from your country to Amazon’s warehouses. Ask your forwarder for a door-to-door quote that includes duties, customs brokerage and delivery to the Amazon fulfillment centers assigned in your shipment plan. Duty rates depend on the product’s classification and origin, so confirm them with your customs broker before you price the product.
Step 8: Launch with advertising
A new listing has no sales history and no reviews, so it will not rank organically on day one. Advertising is how you get the first sales:
- Start with Sponsored Products: an automatic campaign to discover search terms, and manual campaigns on your most relevant keywords.
- Expect a higher ACOS during launch. Judge the launch by total sales and organic rank, not only ACOS; our guide to ACOS vs TACOS explains why.
- Review search terms weekly, move winners into exact-match campaigns and add negatives for terms that do not convert.
- Join the Amazon Vine program if eligible, to get early reviews.
FBA New Selection benefits for new products can also lower costs in the first months; check what applies to your products in Seller Central.
Step 9: Keep stock moving
Stockouts cost sales and rank, while excess stock pays rising storage fees. With long lead times from Europe or Turkey, plan restocks around production time, ocean or air transit, customs and receiving at Amazon. Many brands use a mix: ocean freight for regular stock and air freight for urgent top-ups.
Common mistakes to avoid
- Shipping before checking margins at US prices and fees.
- Translating listings word for word instead of researching US search terms.
- Arriving with units that are not prepped and labeled.
- Filing the trademark too late to use Brand Registry at launch.
- Launching without an advertising budget.
- Underestimating lead times and running out of stock in the first months.
How we help brands launch on Amazon US
We handle the Amazon side of a US launch: product and market analysis, listings, the first FBA shipment plan and labeling, advertising and account health. We work Monday to Friday, 12:00–24:00 Istanbul time (GMT+3), which overlaps most of the US business day. We do not handle company formation, tax or customs ourselves, but we can refer you to specialists. See our Amazon US expansion service or contact us.
FAQ
Can a European or Turkish company sell on Amazon US?
Yes. Amazon allows companies based outside the US to open a seller account for the US store. Whether you also need a US entity depends on your tax, banking and customs situation.
Do I need a US trademark to sell on Amazon US?
Not to sell. But Amazon Brand Registry in the US requires a trademark registered or filed with the USPTO, and Brand Registry unlocks A+ Content, Sponsored Brands and brand protection tools.
Does Amazon still prep and label FBA inventory in the US?
No. Since January 1, 2026, Amazon no longer offers prep and item labeling services for US FBA shipments. Units must arrive prepped and labeled, either from your factory or through a prep center.
How much does it cost to sell on Amazon US?
The Professional selling plan costs $39.99 per month. On top of that come referral fees, FBA fees, storage fees, advertising and your import costs. Run the numbers per product before you ship.
How long does it take to start selling?
It depends mainly on account verification, trademark filing, listing preparation and your production and shipping schedule. Ocean freight alone can take several weeks, so plan the first shipment early.
Information in this guide reflects Amazon’s US requirements as of November 2026. Rules and fees change; confirm current requirements in Seller Central and with your customs broker and accountant.
