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Amazon’s Global Selling Program: Everything You Need To Know

sahil bajaj

Sahil Bajaj

Senior Specialist - Marketing @ Shiprocket

June 6, 2024

13 min read

Amazon is one of the most acclaimed digital sales platforms that supports the growth of millions of sellers. As a merchant, you can gain various benefits from their seller-centric programmes while you leverage the massive user base they hold from around the world. Research by Slice Intelligence stated that in 2021, 43.5% of all US online retail sales were done through Amazon. Imagine your business growth if you could sell to this vast audience abroad. With their global selling programme, Amazon gives you a platform and a thorough process to target an international audience and sell your products to them. Learn more about Amazon Global selling, and it’s featured in the topics to follow.

Global selling program on Amaznon

What Is Amazon’s Global Selling Programme?

Amazon Global Selling Programme gives you a platform for easy, simple, and convenient use to sell your products to international markets. The eCommerce platform began this programme in 2015, and over 100,000 sellers are already utilizing it to reach out and sell actively. According to Amazon, 30+ product categories have already been listed on international marketplaces and have been doing good business abroad.

How Does Amazon Global Selling Work?

Selling products to consumers worldwide is not as simple as listing them in a marketplace. It requires a strategic marketing and sales approach. When you become an Amazon seller, you can easily tap into the vast customer base of the eCommerce platform. 

The Amazon Global Selling programme enables Indian exporters to sell on 18 Amazon global marketplaces in North America, Europe, the Middle East, and Asia-Pacific. Selling across borders represents a world of opportunities. After registering for Amazon Global Selling programme, you may begin exporting by listing your products on any of their international marketplaces. You can also seek assistance from Amazon for preparing documents for shipping and tax and payment reconciliation and getting logistics service.

What Export Products Can I Sell on Amazon International Marketplaces?

There are several different products that you can sell internationally on different Amazon international marketplaces. However, here is a list of product categories that sell well and have seen substantial growth in year-on-year sales:

  • Toys and games: This category has seen a growth of over 50%, making it an extremely popular category.
  • Kitchenware: Seeing a growth of over 35%, this category can be extremely lucrative.
  • Beauty products: Cosmetics and beauty products are in constant demand and hence they have seen a growth rate of over 25%.
  • Luggage: Carry-ons and hard luggage are always in demand and have seen a girth of over 20%.
  • Furniture: Furniture is also a very popular category and has seen a growth rate of about 20%.

Apart from the categories mentioned above, books, jewelry, apparel, home decor, office appliances, and health and fitness are growing rapidly.

How to Register with Amazon Global Selling?

Here is a step-by-step process to sell on Amazon Global:

  • Step 1: Get on to the Amazon Global selling website and begin by clicking on “Start exploring” to create your own selling account. Choose the marketplace you intend to sell your products on and then proceed by clicking on “Register now.” In case you already have an account, you can simply log in to it. Verify your details through the OTP generated.
  • Step 2: Fill in your location and business type details. You must also enter your company details if your company is registered privately. 
  • Step 3: Fill in your business information. Business address and bank details must be carefully filled in. You must also add a contact number and verify it through an OTP. A primary contact person and their details must also be added with an ID card for identity verification purposes.
  • Step 4: The next step includes the filling of the seller’s information. Upload the Aadhaar Card and export date fields must be left blank. In case you want to register partnership firms, the beneficial owner details must be added.
  • Step 5: In this step, valid credit or debit card information must be filled in. Once the registration is complete, a fee will be charged to this card monthly.
  • Step 6: Store details must be filled in next. Any template can be chosen on the listing page. This can be changed when needed. Your UPCs (Universal Product Codes) and other necessary details must be added. 
  • Step 7: This step entails the completion of the verification processes of the seller’s identity. All relevant details as per the national ID proof must be added along with the attachment of the necessary documents. 
  • Step 8: Video call verification is a mandatory procedure for registering. A date and time slot can be chosen at your convenience. You must have a physical copy of your ID proofs during this call.

How to Start Selling Internationally on the Amazon Marketplace? 

Amazon Global Selling is a brilliant export programme that allows sellers to take their domestic products across borders. With the availability of 18 different marketplaces, you will have access to clients from all over the world. You can start selling internationally through three simple steps:

  • Step 1: Analyse and research your business idea to plan your expansion. You must realise where and what to sell while selling internationally. You must understand the regions you want to sell to. 
  • Step 2: List your products and services and register them. The registration process must be completed and then you must list all your products online with detailed descriptions. 
  • Step 3: You must ensure that your shipping and returns logistics are also well handled. You must find space that is accessible and cost-effective to ship and store your inventory. You can partner up with a third-party agent or use Amazon FBA.

Regions Covered Under The Global Selling Programme

Currently, Amazon offers you a platform to sell across 18 global marketplaces spanning over 220 countries. The list is as follows:

  • Europe – Sell across 28 countries in Europe, including Germany, the UK, Spain, Italy, France, and others.
  • Asia-Pacific – Sell across India, Japan, Australia & Singapore, and other countries in the Asia Pacific.
  • Middle East – Sell in UAE, KSA, Turkey, Egypt & other Middle Eastern countries.
  • North America – Sell in the USA, Canada, Mexico, Brazil, and other countries.

You can create your seller accounts on these marketplaces and begin selling your products in different categories.

Getting Started With the Programme

Global Selling Programme

You can begin selling globally by following a few easy steps.

  • Step 1 – Pick Your Marketplace

Choose your marketplace from the marketplace mentioned above options

  • Step 2 – Register Your Global Seller Account On The Marketplace

Register your seller account in the marketplace chosen by you. As you need to pay a monthly subscription amount to maintain a global seller account, you need to use an international credit card for transactions.

  • Step 3 – Get Your Documents Verified

Submit your identity proof and business address proof to check your account.

  • Step 4 – Select The Product Category & List the Products

Choose the category you want to sell your product in and use the listing tools to place products on the marketplace.

  • Step 5 – Select The Delivery Procedure

Choose if you want to ship your products yourself or through Amazon FBA.

  • Step 6 – Price Products Appropriately

Price your products according to the sales and festive seasons. Price your featured products accordingly to get more customers to your marketplace listing

  • Steps 7 – Advertise Products

To stand out on these global marketplaces, make use of the Amazon advertising feature to reach out to a broader audience.

How Do You Deliver Your Products Internationally?

Amazon offers you a choice of fulfilling your products yourself or by opting for Fulfillment by Amazon.

1. Fulfillment by Self/Merchant Fulfilled Network (MFN)

Amazon Merchant Fulfilled Network (MFN) or Fulfillment by Merchant (FBM) allows you to list products in Amazon stores and manage all storage. It also allows you to independently manage shipping and customer support. You can customise shipping templates for different regions, whether you’re selling domestically or globally. You can also customise shipping charges, by order, per item, and/or per weight. You also don’t have to worry about making the wrong decision. Amazon gives you the flexibility to change plans at any time.

This shipping option is right for you if:

  • You want to start small overseas without initial capital investment.
  • You’re not sure about the export potential of your products.
  • You deal with niche, heavy, and bulky product categories, such as furniture, appliances, etc..
  • You sell products in categories including shoes, jewelry, apparel, etc., requiring huge variations in shape, size, etc.
  • You operate in business models, including reselling, dropshipping, make-to-order, etc.

2. Amazon Buy Shipping

Amazon Buy Shipping is a solution for logistics by Amazon. It allows you to buy shipping labels from Amazon partner carriers in a cost-effective and budgeted manner. When the partnered carriers pick up your parcel, they will handle all the aspects of shipping. It also includes the customs clearance.

3. Fulfillment by Amazon (FBA)

As we explained before, fulfilled by Amazon gives you an opportunity to utilize Amazon’s international fulfillment centers to fulfill your orders. Under FBA, you send your stock to the nearest international fulfillment centers, and when you receive a request, Amazon picks, packs, and ships your products to your buyer within two days (as mentioned by Amazon).

Working of Fulfillment by Amazon (FBA):

You must register on Seller Central after Amazon Global Seller and set up your account on Amazon International Marketplace. Then you must sign up for FBA or sort out your storing and packing handling details. You can even sign up for Amazon FBA. Ship your products to the fulfillment centers and ensure you have your reverse logistics details taken care of.

The various benefits of FBA are:

  • Shipping of products and storing inventory is taken care of at cost-effective prices. 
  • When you opt for FBA, you will receive the benefit of prime delivery: Your products will be given a Prime badge. 
  • Your products will be eligible for free delivery with express delivery timelines. 
  • They take care of all your return services through their end-to-end logistics services.

4. Amazon Global Selling SEND

Amazon Global Selling SEND is an international cross-border solution that provides a hassle-free shipping process and consumer support. With SEND, tracking shipments, convenient pickup, and delivery can be obtained at reasonable and competitive prices. 

Amazon Export Compliance Dashboard

Amazon Export Compliance Dashboard allows you to get a complete understanding of the documents needed for beginning an export business. It also gives you the option of connecting with experts to help you gain expertise in compliance with the regulations.  

Amazon Global Selling Pricing

When you choose to sell using Amazon’s global selling programme, you need to pay a monthly subscription fee for every marketplace. The pricing structure varies for each market and below is a brief description for each.

  • Europe

For selling in Europe, there are four types of fees applicable. These include subscription fees, referral fees (8% to 15%), shipping costs, and other additional costs. The ‘individual plan’ starts at £0.75 per item sold, excluding VAT. The ‘professional plan’ starts at £25 per month, excluding VAT. Additional charges are also applicable to these plans. 

  • North America

For selling your products in North America, subscription fees, referral fees, shipping costs, and other charges will be applicable. Here, the ‘individual plan’ starts at $0.99 per item sold + additional cost. Contrarily, the ‘professional plan’ starts at $39.99 per month + additional costs.

  • Middle East  

The table below highlights the cost of selling in the UAE and Saudi Arabia.

The UAESaudi Arabia
Self ShipFBASelf Ship FBA
Subscription fees
Referral feesStarting from 4% or min 3 AED; varies by categoryStarting from 5%; varies by categoryStarting from 4% or min 3 AED; varies by category
Shipping fees You’ll incur this cost when shipping orders through a third-party shipping carrier of your choice.Starts at 4 AED per unit, which varies by the size of the unit you’ll be shippingYou’ll incur this cost when shipping orders through a third-party shipping carrier of your choice.Starts at 4 AED per unit, which varies by the size of the unit you’ll be shipping
Closing fees 0 AED, effective September 1st, 20200 AED, effective September 1st, 2020
FBA-specific chargesStorage fees will be applicable, depending on the daily average volume you use to store in cubic feet per month.Storage fees will be applicable, depending on the daily average volume you use to store in cubic feet per month.

Benefits of selling with Amazon Global Selling Programme

Benefits of Amazon Global Selling
  • Sell To A Vast Audience

With the Amazon global selling programme, you can sell in various countries and get access to millions of customers from there. With the increasing demand for authentic Indian products, you can sell quickly and make profits almost instantly.

  • Leverage All Important Sales Seasons

When you sell domestically, you can only leverage a few sales. But with international selling, you have a chance to attract customers with sales all year round as different countries have different festivals and windows for sales.

  • Easy Export Of Products

Exporting products is a hassle for many owing to the costs, formalities, and extensive paperwork. These long drawn causes a loss of time and energy for most users. Amazon’s global selling programme makes it easier for you to ship products easily across borders without having to deal with these problems directly.

  • Get Paid In Your Currency

The best part about this programme is the fact that you will get paid in INR. You do not need to go through the pain of exchange, etc. You can sell to people in USD, AUD, pound, etc. but you will receive your final due in INR.

With the global selling programme, you can reach out to millions without fail. If you can manage between Amazon’s marketplace and your own carrier partners, you can also save more on shipping. Choose wisely and grow your business beyond boundaries!

  • Hassle-Free Global Logistics

When you sell abroad, you will need efficient and hurdle-free shipping solutions. Logistics operations are crucial in eCommerce exports. With the cost of shipping in mind, hassle-free exports and consumer satisfaction rely on the shoulders of a robust, effective, and vast network. You can either choose to maintain your own inventory or let Amazon handle it for you. Both methods have their pros and cons and you must choose what works best for your business. 

  • Assistance for Export Documentation

When it comes to international eCommerce, documentation becomes extremely crucial. The unavailability of the right documents can hinder your exports and result in unnecessary penalties and charges. Every marketplace has its own set of rules and regulations that require compliance. Understanding these can be challenging and Amazon helps you by providing you with the right assistance to ensure that you have all the relevant documentation in place.


Amazon Marketplace continues to be a major player in the eCommerce sector, adapting to the changing requirements of both buyers and sellers. It provides an easy-to-use platform for selling products in the digital era, regardless of whether you’re a small business trying to grow or an established one aiming to reach more global markets.

Selling on Amazon Marketplace has numerous advantages. With billions of visitors to its website every month, the eCommerce platform provides sellers with access to a vast pool of potential buyers. Merchants can also benefit from Amazon’s fulfillment services, Fulfillment by Amazon (FBA), which manages product shipping, packaging, and storage, simplifying the logistical process for them.

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