NEWS · 2 October 2026
Amazon’s free EEA tool covers 10 European stores – but not VAT or EPR
Amazon’s European Expansion Accelerator lists a seller’s products in up to ten European Amazon stores, free of charge and, according to Amazon, in under three business days. The tool launched in April 2023. VAT, EPR registrations and product compliance remain the seller’s job.
Available since 2023, now in ten stores
Amazon introduced the European Expansion Accelerator (EEA) on 18 April 2023, initially for nine stores. Today Amazon lists ten: the UK, Germany, France, Italy, Spain, the Netherlands, Sweden, Poland, Belgium and Ireland. The tool is free and open to professional sellers with at least one active Amazon account in Europe; it sits in Seller Central under Inventory → Sell Globally. Amazon advertises expansion "with just two clicks" and promises completion in under three business days.
Once started, it sets up the account in each target store, translates detail pages via Build International Listings, creates the offers and prices them: source price, adjusted for VAT, fees and exchange rate. For seller-fulfilled (FBM) offers it copies the shipping template; FBA listings are enrolled in FBA or Pan-European FBA.
What the tool leaves to the seller
Amazon states that each seller is solely responsible for VAT compliance. Some stores only open once a local VAT number or an OSS registration has been uploaded. EPR is not covered either: Amazon requires a LUCID registration number for packaging in Germany and unique identification numbers (UINs) in France, and may deactivate non-compliant offers. Products that need approval and heavy or bulky items are excluded. FBM offers arrive inactive, with the target account in holiday mode, until the seller reviews and activates them. FBM expansion also requires a single shipping template and at least one FBM order to that country in the past 12 months.
What sellers should do now
Check VAT and EPR registrations for every target country before clicking, then review machine translations and calculated prices. Sellers who ship themselves must also decide where the parcels will leave from.
TREEBERG in Nordhorn prepares goods for Amazon FBA and ships FBM orders with DHL, UPS and DPD to more than 20 countries; orders received before 11:00 leave the warehouse in Germany the same day. These parcels start inside the EU, so the EU duty of €3 per item line on parcels up to €150 from outside the EU, in force since 1 July 2026, does not apply to them.