Amazon Sweden launches as 7th country in EU unified seller account

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In July we asked if Amazon Sweden would be the next country site to launch. Today Amazon confirmed that Amazon.se is being prepared and it will be available in your unified EU seller account in order to list on. Already available as a country in Amazon Brand Registry, Amazon Sweden joins the UK, Germany, France, Italy, Spain, and the Netherlands.

This is both sweet and bitter news for UK sellers. Doubtless FBA will cover Sweden sooner or later and it will be included in both EFN (Amazon European Fulfilment Network) and Pan European FBA. (The former enables Amazon to ship your UK FBA stock to fulfil European sales and the later enables Amazon to move your stock into local European warehouses to qualify for local Prime). The trouble is that it will only be for five months as on the 1st of January 2021 both EFN and Pan European FBA stop for UK sellers – the only way to access European sales from FBA will be to send your stock to a warehouse located in any European Amazon warehouse as well as keeping stock in the UK to serve UK customers.

Sweden isn’t the most populous country and it comes with additional challenges – not many people deal in the Swedish Krona and so all EU and UK sellers will have to get to grips with a new currency. The challenges of both pricing a currency that fluctuates against the £ and € and in all probability relying on Amazon’s internal exchange rate to convert into your home currency and VAT requirements aren’t insurmountable but could be tricky to navigate. (We’re yet to hear if Sweden will be included in Amazon VAT services and will update as soon as more information is available).

Sweden isn’t the biggest country in Europe with a population of just over 10 million… so just under a sixth the size of the UK. However it could easily open up sales to other parts of Scandinavia and represents an ever increasing presence for Amazon in Europe.

“We are pleased to announce that we have started the work to launch the Swedish Amazon.se store to delight local customers and give sellers the opportunity to expand their European business even further.

Seller Central Sweden will soon be available to you as a seventh country option in your EU seller account. With the same monthly Professional selling fees and referral fees, you can access all seven European Amazon stores.

In the coming weeks, we will notify you via email once Seller Central Sweden is available. Be sure to check in your Notification Preferences that your email address for important technical notifications and business updates is up to date.”
– Amazon

4 Responses

  1. Another country added just as UK Amazon sellers get cut off from Pan EU FBA / EFN.

    Is that another one of those Brexit dividends we were promised?

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