Once your Amazon global seller account is set up and your fulfillment strategy is in place, it’s time to bring your business to life across international markets. This involves two critical components: creating high-converting product listings and managing global logistics and customs with precision. Done right, this ensures customers find, trust, and receive your products smoothly no matter where they are in the world.
Setting Up Product Listings for a Global Audience
Each Amazon marketplace has its own set of customer preferences, language, currency, and compliance rules. Start by identifying the most suitable country based on your product type, demand, and ease of entry.
With the marketplace chosen, create product listings that are not only accurate but also tailored to the region:
- Use localized titles and descriptions that reflect popular search terms in that country. Leverage tools like Helium10 or Amazon Keyword Tool for keyword research.
- Get professional translations to ensure your content is culturally relevant and easy to understand.
- Highlight key product benefits and features in bullet points. Be concise but informative, focusing on materials, usage, safety, and unique selling points.
- Include high-resolution images that meet Amazon’s standards — ideally, 5–7 per product, with white backgrounds and lifestyle shots.
Considering Currency and Catalog Structure
Setting your prices in the local currency is a good practice. It keeps things simple for customers and can also help improve your conversion rates. Don’t forget to consider taxes, duties, and exchange rates in your final pricing.
If you plan to sell in multiple countries, Amazon’s Build International Listings (BIL) tool can help replicate and sync your listings across marketplaces while adjusting for local pricing. Ensure your catalog is consistent, well-organized, and SKUs are properly aligned for inventory tracking.
Planning Global Shipping & Fulfillment
Once listings are live, it’s time to focus on how your products reach global customers. Depending on your business model, choose:
- Fulfillment by Amazon (FBA): Ship your products in bulk to Amazon’s international fulfillment centers. Amazon handles picking, packing, shipping, returns, and customer service. It’s ideal for scaling quickly and getting the Prime badge.
- Fulfillment by Merchant (FBM): You take charge of shipping through third-party logistics. It offers more control and is better suited for made-to-order or limited-stock items.
Regardless of the method, partner with trusted international courier services (like DHL, FedEx, Aramex, or India Post) that offer end-to-end tracking and customs clearance support.
Important Compliance, Documentation & Customs Requirements
Shipping internationally involves a few extra steps. It’s important to prepare your documentation carefully:
- Commercial Invoice
- Packing List
- Shipping Label
- IEC Certificate
- Letter of Undertaking (LUT) if applicable
- Country-specific product certifications like FDA or CE markings
You’ll also want to classify your products using HS (Harmonized System) codes, as these determine the duties and taxes you may need to pay.
You can choose how duties are handled — either include them in your product price (Delivered Duty Paid, or DDP) or let the buyer handle them at the time of delivery (Delivered Duty Unpaid, or DDU).
Ensuring a Smooth Post-Sale Experience: Packaging, Tracking & Returns
International packaging should be strong enough to protect items over long distances. Be sure to follow Amazon’s guidelines or those provided by your shipping partner. In some regions, bilingual labels are also recommended.
Providing order tracking helps reassure customers, especially if delivery takes time. For returns, you can either set up a local return address or use services like Amazon’s Global Return Solution.
Conclusion
Your global Amazon store is only as strong as the foundation you lay in product visibility and post-purchase experience. A well-optimized listing, strategic pricing, robust shipping model, and customs readiness ensure that your product not only reaches customers—but reaches them fast, safe, and in perfect condition. This is where real brand value and international growth begin.
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