Key differences selling in EU: VAT, compliance, and translations

Live from Amazon Accelerate, discover how Amazon Global Logistics and Global Selling help sellers streamline imports, expand into EU markets, and scale worldwide with confidence.

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From the vibrant stage of Amazon Accelerate in Seattle, we’re bringing you a special double feature. In this episode, Bradley sits down with Alex Berry, Director at Amazon Global Logistics, and Mike Stiles, Head of US-EU Global Selling at Amazon. Together, they pull back the curtain on two major pillars of scaling your Amazon business: moving products smarter with AGL and selling beyond US borders with Amazon’s global marketplaces.

Alex shares his intriguing journey from journalism and finance at the University of Missouri to leading Amazon Global Logistics (AGL), the program helping sellers import goods seamlessly from China (and soon Vietnam, India, and beyond) straight into Amazon’s network. He explains AGL’s role in simplifying freight forwarding, shipment rerouting, and customs, while unveiling innovations like the upcoming “time-to-prime” promise and Amazon Managed Placement, tools designed to give sellers speed, reliability, and visibility across their supply chain.

Then, the conversation shifts with Mike Stiles, who has spent more than a decade helping US-based sellers expand globally. He breaks down the Sell Globally workflow, the Marketplace Guidance tool, and strategies to tap into Europe’s 10 Amazon marketplaces (and 30+ consumer countries) through programs like Pan-EU FBA and remote fulfillment. Mike also shares how Amazon is listening to seller feedback, simplifying VAT and compliance hurdles, and equipping brands with resources to confidently scale into international markets.

Whether you’re looking to optimize freight forwarding into the US or unlock new revenue streams in the EU and beyond, this episode is packed with practical insights, upcoming innovations, and step-by-step guidance to future-proof your Amazon business.

Where can Sellers learn more about selling globally and the EU? Where can I share feedback?

1. (Evergreen) Sharing a few links here to get you started:
   1. https://sell.amazon.com/blog/amazon-usa-vs-europe
   2. https://sell.amazon.com/global-selling/europe

In episode 703 of the Serious Sellers Podcast, Bradley, Alex, and Mike discuss:

• 00:00 - Amazon Global Logistics and AWD
• 04:10 - Benefits of Using AGL as Forwarder 
• 11:03 - AGL Program Expansion and Future Vision
• 11:42 - Improving Logistics Through Dynamic Routing
• 14:39 - International Shipping Destination Expansion Strategy
• 16:06 - AGL Program Enhancements and Innovations
• 18:57 - Origin Splits for Cost Efficiency
• 21:40 - Global Expansion and Seller Feedback
• 22:35 - Global Logistics for International Expansion
• 30:03 - EU Marketplace Expansion and Global Selling
• 33:39 - Expanding Sales Into the EU
• 40:00 - Amazon's PanEU Program Overview 
• 44:28 - Bradley's Cross-Border Expansion Commitment