Route 1 · United States or Canada → Amazon Europe
New continent as a service
We are operators, not an agency. We run your European marketplace business the way we run our own: accounts, listings, advertising, compliance sequence and reporting — one team and one operating system.
01 · Two of ten
Two of ten
Germany and the United Kingdom are the two largest of Amazon's ten European marketplaces — and two of ten. The other eight are France, Italy, Spain, the Netherlands, Sweden, Poland, Belgium and Ireland.
Online retail in Europe was €842 billion in 2024. The regions also contain countries where Amazon has no marketplace.
Online retail in Europe by region, 2024
- 58 %
- Western Europe Germany, United Kingdom, France, Netherlands, Belgium, Ireland
- 22 %
- Southern Europe Italy, Spain
- 10 %
- Central Europe Poland
- 8 %
- Northern Europe Sweden
- 2 %
- Eastern Europe no Amazon marketplace
Source: Amazon, Expand to Europe (sell.amazon.com/global-selling/europe) and Amazon's launch of Amazon.ie, March 2025 (aboutamazon.com). Verified 27.9.2026. Amazon.com.tr is a separate region and is not counted. Source: European E-commerce Report 2025, Ecommerce Europe and EuroCommerce, September 2025 — B2C e-commerce turnover 2024 €842 billion (+7 %); share of turnover by region: Western 58 %, Southern 22 %, Central 10 %, Northern 8 %, Eastern 2 %; regions as defined in the report (Western: Belgium, France, Germany, Ireland, Luxembourg, Netherlands, United Kingdom). Verified against the report 27.9.2026.
02 · Big opportunity, big hassle
Big opportunity, big hassle
Amazon runs ten marketplaces in Europe. Germany and the United Kingdom are the two largest — but a brand that sells there is selling on one continent with the rules of many countries.
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Eight languages on ten marketplaces.
German, English, French, Italian, Spanish, Dutch, Swedish and Polish. A listing that ranks in Germany is written for German search, not translated from the American one.
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Four currencies.
Euro, pound, krona and złoty — and a price list that has to hold when the rates move.
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Country-by-country rules.
VAT registration in every country you hold stock in, packaging and producer schemes per country, an EU Responsible Person for regulated goods, and category rules that decide what a label and a listing may say.
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A different shopper in every market.
In our experience, what convinces a German buyer is not what convinces a British one — reviews, pack sizes, delivery promises and price points all read differently — and the same listing rarely wins both.
That is the hassle — and the hassle is what we do for a living.
03 · Before Europe
What to know before you sell in Europe
Four rules apply to every product before any listing is written:
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Every consumer product placed on the EU market needs an economic operator established in the EU — manufacturer, importer or authorised representative — and the online listing must show that operator's name and address with the product.
Regulation (EU) 2023/988 (General Product Safety Regulation), Art. 16 and Art. 19; applies from 13 December 2024
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Packaging shipped into Germany or France must be registered with that country's producer scheme before the first sale; Amazon checks the registration numbers and blocks listings without them.
VerpackG § 9 (LUCID register); Code de l'environnement, Art. L541-10; Amazon's EPR requirements for Germany and France
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Stock held in a country — Amazon's warehouses included — means a VAT registration in that country; distance sales to consumers across the EU are reported through the One-Stop Shop.
Council Directive 2006/112/EC; EU e-commerce VAT package, in force 1 July 2021
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Labels, warnings and instructions must be in the language of the country the product is sold in — German in Germany, French in France — and the listing shows the same information the label does.
Regulation (EU) 2023/988, Art. 9 and Art. 19; language requirements set per member state
How these land on your catalogue is the first deliverable of Phase 01. Rules summarised from public sources; not legal advice.
04 · Avenu — New continent as a service
- 2021
- founded
- 30+
- brands operated today
- 12
- marketplaces, US and Europe
- 15
- marketplace professionals internationally
- US
- CA
- MX
- UK
- DE
- FR
- IT
- ES
- NL
- BE
- PL
- SE
US
CA
MX
UK
DE
FR
IT
ES
NL
BE
PL
SEAdvertising · SEO and listings · Graphics · Catalogue · Troubleshooting · Analytics · Multi-marketplace strategy · Product development
What you can hold us to
- Problems answered within four hours on working days.
- Account health monitored daily, not weekly.
- Nothing reaches your listings unreviewed.
- Your accounts and your data stay yours.
- Your business and products understood end to end; every recommendation rests on that.
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Ville Hälinen CEO, co-founder -
Eero Manninen CMO, co-founder
05 · The plan
The plan — how we take a brand into Europe
First 90 days: registrations started, listings localised, launch inventory planned. Live selling follows the registrations, not the calendar.
- 01 Analysis. We read your catalogue and your claims against the German and UK shelves and say what would meet them as written. The shelf and the category rules, read for your products · Your claims against EU and UK rules — what survives, what is rewritten · Catalogue fit: which products travel, which do not.
- 02 Strategy. We choose the first market, the route — your accounts or ours — and the product family that leads, and we put a launch window on it. Market order and launch window against Amazon's calendar · Route A or route B, with the reasons · Lead products and the registration sequence, planned with the partners who file.
- 03 Setup and Localization. The catalogue is made ready for Europe. Account setup: Seller Central for Europe and the UK, brand registry, FBA plan · Localization: listings rebuilt for the local language and the words shoppers actually search · SEO and listing optimization: titles, bullets, backend terms, A+ content · AvenuOS connection: your data flowing from day one.
- 04 Standardized Growth. Launch, advertising and daily operation, read weekly. Advertising against local search terms, read on rank and efficiency · Maintenance: account health checks, troubleshooting, listing and catalogue upkeep · Sales development along the strategy — new products and markets in their turn.
- 05 AvenuOS. Personal service powered by AvenuOS: your reporting, your insights and your Avenu team in one place.
Amazon's year has two openings for a new market: January–February and July–August. A decision taken in September lands in the January–February window, because the registrations take weeks to months.
Amazon's year — the two launch windows
or write to hello@avenu.fi
06 · The model — Two ways to work with us
Two ways to work with us
Same team, same AvenuOS, same daily operation. The difference is who is the seller of record in Europe — and therefore who carries the compliance.
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Your account.
Any Amazon marketplace — Amazon.com to Amazon.se — one or all twelve. You own the account, the stock and the seller-of-record role; we run it as your Amazon function. Start with one marketplace and add the next when the numbers say so; the fee model does not change.
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Our account — Europe only.
For a brand outside the EU: we buy your goods and sell them on Avenu's own European account as seller of record. You ship to one place and stay out of European compliance.
| A — You own the accounts, we run them | B — We buy your goods and sell them as seller of record | |
|---|---|---|
| Seller of record | You | Avenu |
| Accounts and inventory | Yours | Ours — we buy your goods |
| VAT, EPR, Responsible Person | Yours — we run it with you | Ours, not yours |
| Daily operation | Avenu: advertising, listings, catalogue, account health | Avenu, the same team |
| You | build an EU footprint of your own | ship to one place, and stay out of European compliance |
| First step | Analysis, then strategy | The same |
Both routes start with the same two steps — analysis and strategy. Which route fits you is the strategy's first deliverable.
07 · AvenuOS
Personal service powered by AvenuOS
AvenuOS is our own operating system for running your marketplace business — and your window into it. Your Avenu team works in it every day; you see what they see.
- Live account-level data. Sales, traffic, fees, returns, inventory and advertising from your own Seller Central and ad account, down to the ASIN — not a monthly deck.
- Approvals in one click. Your team asks for a decision with the context attached; you approve, comment or decline in the portal, and the history stays logged.
- Your accounts, your data. The accounts remain yours, every authorisation can be revoked, and your data sits in its own isolated tenant.
08 · How the money works
How the money works
Analysis and strategy first. Then a setup fee for every marketplace we take on — whether we open it or take over an account that is already live — and it includes AvenuOS. Then a flat monthly fee per product per marketplace. No percentage of your sales, no percentage of your advertising budget. Advertising budget and stock are yours on top. We quote after the call; the model does not change.
Next step
Twenty minutes, no deck.
One marketplace or all twelve: we walk through where your account stands, what we would do first, and what it looks like when one team runs it as your Amazon function. If it is not a fit, you will know inside the call.
