Most brands that come to us are focused on one marketplace, usually the one where they started.

That is understandable at the beginning. You are learning the platform, building your catalogue, figuring out what works. Single-marketplace focus makes sense when the operational capacity is not there to do more.

But here is the reality for brands in 2026: the European Amazon marketplaces are genuinely less competitive than the US for most product categories, and the infrastructure to sell across them has never been more accessible.

The US market is maxed out

The US market is the most saturated Amazon marketplace in the world. Ad costs are the highest. Chinese sellers, who now hold close to half of third-party revenue share, have been building US presence aggressively for years. Breaking through in a competitive US category in 2026 requires significant investment and time. The organic ranking flywheel takes longer to build and is more expensive to get started.

The European picture is different

Markets like Poland, Sweden, and the Netherlands are expanding with Amazon's infrastructure growing alongside them. Even the established European markets (UK, Germany, France, Spain, Italy) have meaningfully lower ad costs and, in many categories, lower barriers to ranking organically.

Cross-border selling within the EU has become more accessible with Fulfillment by Amazon Europe, allowing inventory in one country to serve multiple markets from a single stock pool.

Extending what already works

For a brand already performing on one marketplace, the incremental cost of expanding into Europe is often lower than most assume. The listing work is real: localized content, translated copy that reads like actual language and not a machine translation, compliance checks per market. But the core operational infrastructure, the catalogue, the ad account structure, the account health practices, is already built. You are extending something that works, not starting from scratch.

The brands building the most durable Amazon businesses are the ones treating the channel as a multi-market operation. Not because they want complexity, but because geographic diversification reduces the concentration risk that comes from depending on a single marketplace's algorithm, fee structure, or policy environment.

What to get right before you list

One point worth being direct about: expanding to Europe is not without its complications. VAT registration, country-specific compliance requirements, and logistics configuration all require proper setup. None of this is insurmountable, but it needs to be done correctly before you list.

The opportunity is real. The brands moving early into European markets are building ranking and review velocity while competitors are still focused on defending position in a marketplace that gets harder every year.

Thinking about Europe? FUSTA operates across EU and North American marketplaces and handles the compliance, localization, and account setup that expansion actually requires. Talk to us before you list.