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Stay compliant when selling on Amazon's European Stores
We know that compliance requirements when selling in the European Union can be overwhelming and complex. That’s why we’ve compiled the information you might need to remain compliant and protect you and your business — depending on where it's located, and where you want to sell to.
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What is compliance - and why is it important?
From verifying your identity and your VAT requirements, to product guidelines and sustainable obligations, learn the key insights — and how to remain compliant — when selling on Amazon European stores.
Compliance is one of the most effective ways we can ensure that the products in Amazon’s stores are safe, of a high quality and as environmentally friendly as possible. It also helps to establish trust between our customers and selling partners — and gives customers confidence when shopping with us.
If you’re not mindful of the rules around verification and tax, you could be restricted from offering products for sale in certain territories. Products that lack the right compliance documentation, or aren’t adhering to EPR standards, put your listings at risk of removal. And if non-compliant items are shipped internationally, they could be blocked at customs.
Below, you’ll find the 5 most common compliance categories you’ll come across as part of your journey to sell on EU stores.
Compliance is one of the most effective ways we can ensure that the products in Amazon’s stores are safe, of a high quality and as environmentally friendly as possible. It also helps to establish trust between our customers and selling partners — and gives customers confidence when shopping with us.
If you’re not mindful of the rules around verification and tax, you could be restricted from offering products for sale in certain territories. Products that lack the right compliance documentation, or aren’t adhering to EPR standards, put your listings at risk of removal. And if non-compliant items are shipped internationally, they could be blocked at customs.
Below, you’ll find the 5 most common compliance categories you’ll come across as part of your journey to sell on EU stores.
Compliance Journey
Verification Compliance
We built industry-leading tools using advanced technology and expert human reviews to make verifying your identity a straightforward process. Getting verified as a seller is a legal obligation — but it’s also one of the ways that we build trust with our customers.
Tax Compliance
As an Amazon Selling partner, what existing regulations in the European tax landscape apply to you? Get to know more about your VAT requirements to ensure a seamless selling experience with your customers.
Product Compliance
By selling on Amazon, your products get the exposure they deserve — helping you to reach tens of millions of shoppers. Product compliance helps to keep your customers — and your business — safe when selling.
Environmental Compliance
Being compliant with environmental policies goes beyond doing the right thing for the planet. Learn more about environmental compliance, Extended Producer Responsibility (EPR), waste from electronic and electrical equipment — and other responsibilities that might apply to you as a seller.
Although we’ve covered the main environmental compliance requirements, there may be others you need to meet. We recommend you consult your legal counsel to make sure you’re compliant with all the applicable environmental requirements for each one of your chosen countries of sale.
Although we’ve covered the main environmental compliance requirements, there may be others you need to meet. We recommend you consult your legal counsel to make sure you’re compliant with all the applicable environmental requirements for each one of your chosen countries of sale.
International Trade Compliance
Opening up your sales to international customers is a great way to grow your business even faster on Amazon. But alongside the benefits, going global comes with its own challenges – especially when staying compliant. Learn what you need when it comes to international trade and speed up your shipments through customs.
This page is for information purposes only and doesn't substitute professional advice from tax, legal or other compliance service providers.
FAQ
How long does Amazon UK verification take?
Amazon UK seller verification typically takes between 2 to 5 business days for the initial review, though the complete KYC (Know Your Customer) process often extends to 2 weeks or more. While automated checks can be instant, manual reviews and physical address verification can prolong the timeline.
Amazon uses a combination of advanced automated technology and expert human reviews as part of its industry-leading identity verification process. To ensure your Amazon seller verification is completed as quickly as possible, you should prepare the following before you begin:
1. A valid government-issued photo ID (passport or national ID card)
2. A recent bank statement or credit card statement (within the last 90 days)
3. A business registration document (if registering as a business entity)
4. A valid phone number for OTP verification
Delays in Amazon seller verification are most commonly caused by blurry documents, mismatched names, or expired IDs. Ensure all documents are clear, up-to-date, and match your registered business name exactly.
Amazon uses a combination of advanced automated technology and expert human reviews as part of its industry-leading identity verification process. To ensure your Amazon seller verification is completed as quickly as possible, you should prepare the following before you begin:
1. A valid government-issued photo ID (passport or national ID card)
2. A recent bank statement or credit card statement (within the last 90 days)
3. A business registration document (if registering as a business entity)
4. A valid phone number for OTP verification
Delays in Amazon seller verification are most commonly caused by blurry documents, mismatched names, or expired IDs. Ensure all documents are clear, up-to-date, and match your registered business name exactly.
How can I avoid customs delays when shipping to the UK?
To avoid customs delays when shipping to the UK, you must ensure your shipment is sent DDP (Delivered Duty Paid) and includes a precise Commercial Invoice. Following International Trade Compliance requirements helps ensure your goods meet UK customs regulations and avoid border delays.
Incomplete descriptions or unpaid duties are the primary reasons shipments are held at the border.
Follow these key strategies to ensure rapid customs clearance:
1. Use DDP Incoterms: Always ship via Delivery Duty Paid (DDP). This ensures all UK VAT and import duties are paid before arrival. If duties are unpaid, Amazon fulfillment centers will reject the shipment, causing significant delays.
2. Provide ""Granular"" Descriptions: Avoid vague terms like ""Clothing"" or ""Gifts."" Instead, use specific descriptions like ""100% Cotton Men's T-Shirt"" on your commercial invoice to match the HS Code.
3. Include Your GB EORI Number: You must have a valid UK EORI number (starting with ""GB"") clearly stated on the invoice. Without this, your goods cannot legally enter the UK.
4. Appoint an Importer of Record (IOR): Do not list Amazon as the importer. You or your freight forwarder must act as the IOR.
5. Pre-Clear Goods: Submit your documentation electronically to your carrier before the goods physically arrive at the border to trigger automated processing.
You can use Amazon's Service Provider Network (SPN) to find carriers who specialize in ""Pre-Clearance"" services. They review your HS codes and invoices digitally before the ship sets sail, fixing errors while the goods are still in transit.
Incomplete descriptions or unpaid duties are the primary reasons shipments are held at the border.
Follow these key strategies to ensure rapid customs clearance:
1. Use DDP Incoterms: Always ship via Delivery Duty Paid (DDP). This ensures all UK VAT and import duties are paid before arrival. If duties are unpaid, Amazon fulfillment centers will reject the shipment, causing significant delays.
2. Provide ""Granular"" Descriptions: Avoid vague terms like ""Clothing"" or ""Gifts."" Instead, use specific descriptions like ""100% Cotton Men's T-Shirt"" on your commercial invoice to match the HS Code.
3. Include Your GB EORI Number: You must have a valid UK EORI number (starting with ""GB"") clearly stated on the invoice. Without this, your goods cannot legally enter the UK.
4. Appoint an Importer of Record (IOR): Do not list Amazon as the importer. You or your freight forwarder must act as the IOR.
5. Pre-Clear Goods: Submit your documentation electronically to your carrier before the goods physically arrive at the border to trigger automated processing.
You can use Amazon's Service Provider Network (SPN) to find carriers who specialize in ""Pre-Clearance"" services. They review your HS codes and invoices digitally before the ship sets sail, fixing errors while the goods are still in transit.
Is compliance mandatory for all Amazon UK sellers?
Yes, compliance is mandatory for all sellers on Amazon UK, regardless of whether you are an individual seller, a small business, or a large enterprise. Amazon's compliance framework is designed to ensure that every product listed on its UK and European stores meets legal, safety, environmental, and tax standards.
To sell successfully, you must adhere to these 5 key compliance areas:
1. Product Safety & Labeling: Products must meet UKCA (Great Britain) or CE (Northern Ireland) marking requirements. If selling CE-marked goods, you are legally required to appoint a Responsible Person (RP) based in the UK or EU.
2. GPSR (Northern Ireland): For sales to Northern Ireland or the EU, you must comply with the General Product Safety Regulation (GPSR), effective Dec 2024, which requires a designated EU contact person.
3. Tax Compliance: You must register for UK VAT if your taxable turnover exceeds £85,000 or if you store goods in the UK as an overseas seller.
4. Environmental (EPR): You must comply with Extended Producer Responsibility (EPR) laws for packaging waste, batteries, and electronics (WEEE).
5. Listing Accuracy: All product listings must be truthful and include mandatory safety warnings.
Failure to appoint a Responsible Person or meet GPSR rules will result in immediate listing removal and potential account suspension.
If you are not sure if your products require an Amazon VAT number, consider that any seller generating over £85,000 in taxable turnover in the UK is legally required to register for UK VAT. Even below this threshold, VAT registration may be advisable depending on your selling volume and EU cross-border activity.
To sell successfully, you must adhere to these 5 key compliance areas:
1. Product Safety & Labeling: Products must meet UKCA (Great Britain) or CE (Northern Ireland) marking requirements. If selling CE-marked goods, you are legally required to appoint a Responsible Person (RP) based in the UK or EU.
2. GPSR (Northern Ireland): For sales to Northern Ireland or the EU, you must comply with the General Product Safety Regulation (GPSR), effective Dec 2024, which requires a designated EU contact person.
3. Tax Compliance: You must register for UK VAT if your taxable turnover exceeds £85,000 or if you store goods in the UK as an overseas seller.
4. Environmental (EPR): You must comply with Extended Producer Responsibility (EPR) laws for packaging waste, batteries, and electronics (WEEE).
5. Listing Accuracy: All product listings must be truthful and include mandatory safety warnings.
Failure to appoint a Responsible Person or meet GPSR rules will result in immediate listing removal and potential account suspension.
If you are not sure if your products require an Amazon VAT number, consider that any seller generating over £85,000 in taxable turnover in the UK is legally required to register for UK VAT. Even below this threshold, VAT registration may be advisable depending on your selling volume and EU cross-border activity.
What documents are required for Amazon seller verification in the UK?
To complete Amazon seller verification in the UK, you must submit specific, high-quality documents that match your Seller Central registration exactly. Amazon requires these to comply with UK ""Know Your Customer"" (KYC) and anti-money laundering laws.
Here is the comprehensive list of documents required for UK verification:
1. Proof of Identity (Primary Contact & UBOs):
• A valid government-issued photo ID (Passport, National ID card, or Photocard Driving Licence).
• Letter of Authorisation: Required if the primary contact person is not the business owner or a beneficial owner.
2. Proof of Address (Dated within 180 days):
• A utility bill (Gas, Electricity, Water, or Internet).
• A Council Tax bill for the current year.
• A bank or credit card statement.
Note: Mobile phone bills are generally not accepted.
3. Business Registration Documents:
• Certificate of Incorporation (for Ltd companies).
• Memorandum of Association or Articles of Association.
• Share allotment documents (confirming beneficiaries owning 25%+).
• Amazon VAT number (if applicable).
4. Financial & Technical Requirements:
• Internationally chargeable credit card (valid for subscription fees).
• Bank Account Proof: A statement or bank letter confirming the business name.
• File Formats: Uploads must be PDF, PNG, or JPEG, in full colour, and less than 10MB.
Important: The most common reason for rejection is a name mismatch. The name on your ""Proof of Address"" must match the business name in Seller Central character-for-character.
Pro Tip: Do not use screenshots. Amazon's AI verification tools often reject screenshots as ""manipulated."" Always scan the original physical document or download the official PDF directly from your bank/utility provider.
Here is the comprehensive list of documents required for UK verification:
1. Proof of Identity (Primary Contact & UBOs):
• A valid government-issued photo ID (Passport, National ID card, or Photocard Driving Licence).
• Letter of Authorisation: Required if the primary contact person is not the business owner or a beneficial owner.
2. Proof of Address (Dated within 180 days):
• A utility bill (Gas, Electricity, Water, or Internet).
• A Council Tax bill for the current year.
• A bank or credit card statement.
Note: Mobile phone bills are generally not accepted.
3. Business Registration Documents:
• Certificate of Incorporation (for Ltd companies).
• Memorandum of Association or Articles of Association.
• Share allotment documents (confirming beneficiaries owning 25%+).
• Amazon VAT number (if applicable).
4. Financial & Technical Requirements:
• Internationally chargeable credit card (valid for subscription fees).
• Bank Account Proof: A statement or bank letter confirming the business name.
• File Formats: Uploads must be PDF, PNG, or JPEG, in full colour, and less than 10MB.
Important: The most common reason for rejection is a name mismatch. The name on your ""Proof of Address"" must match the business name in Seller Central character-for-character.
Pro Tip: Do not use screenshots. Amazon's AI verification tools often reject screenshots as ""manipulated."" Always scan the original physical document or download the official PDF directly from your bank/utility provider.
How do I find a manufacturer for my product?
Finding a manufacturer for your product involves researching, validating, and testing suppliers before committing to production for selling on Amazon UK.
1. Define your product: Start by creating a detailed sourcing brief with specifications such as materials, dimensions, features, and quality expectations. This ensures manufacturers can provide accurate quotes.
2. Search for suppliers: Use online directories and sourcing platforms to identify potential manufacturers that match your requirements. You can also explore Wholesalers and Suppliers to understand how to source and connect with reliable suppliers.
3. Evaluate and verify: Request product samples to assess quality and check supplier credentials, including licenses and compliance with UK standards.
3. Negotiate terms: Discuss pricing, minimum order quantities (MOQs), and production timelines. Begin with a small trial order to test reliability before scaling.
1. Define your product: Start by creating a detailed sourcing brief with specifications such as materials, dimensions, features, and quality expectations. This ensures manufacturers can provide accurate quotes.
2. Search for suppliers: Use online directories and sourcing platforms to identify potential manufacturers that match your requirements. You can also explore Wholesalers and Suppliers to understand how to source and connect with reliable suppliers.
3. Evaluate and verify: Request product samples to assess quality and check supplier credentials, including licenses and compliance with UK standards.
3. Negotiate terms: Discuss pricing, minimum order quantities (MOQs), and production timelines. Begin with a small trial order to test reliability before scaling.
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