The UK is one of Amazon's biggest marketplaces, and British shoppers buy from brands all over the world. But for a brand based outside the UK, getting products in front of those shoppers raises questions. Who imports the stock? Who deals with VAT? Whose name goes on the packaging?
There are three main ways to do it, and each suits a different kind of brand.
Option 1: Sell directly, through your own Amazon account
You open an Amazon UK seller account in your company's name, then send stock to Amazon's UK warehouses (known as Fulfilled by Amazon, or FBA) or ship orders yourself.
What it involves:
Importing your stock. Someone has to act as the importer when goods enter the UK, with an EORI number (the UK's customs ID) and customs declarations, usually handled through a freight forwarder.
VAT. Businesses based outside the UK have no VAT registration threshold. Amazon collects the VAT on many marketplace sales, but you'll pay import VAT when stock arrives, and you usually need a UK VAT registration to reclaim it.
Product rules. Depending on what you sell, UK rules may require a UK name and address on the product or packaging, specific safety markings, or a UK Responsible Person (for cosmetics, for example).
Day-to-day running. Listings, pricing, advertising, stock planning, and customer service in UK hours.
Best for: brands ready to invest in a UK presence and run it themselves.
Option 2: Sell to Amazon as a supplier
Amazon buys your stock wholesale and sells it under its own name, through a programme called Vendor Central. It's invitation-only, Amazon sets the retail price, and the terms can be demanding. Brands often find they have less control over their listings than they expected.
Best for: established brands that Amazon has approached directly.
Option 3: Work with a UK partner who buys and sells your stock
A UK company buys your stock, imports it, and sells it on Amazon from its own account, under its own registrations. You sell to one UK customer, invoice one company, and ship to one address.
What it involves:
No UK company, VAT registration or customs set-up on your side. The partner is the importer and the seller.
Packaging rules sit with the partner. Under the UK's packaging rules (packaging EPR), any obligation falls on the first UK business to own the goods, not on the overseas brand.
You choose who represents your brand. The partner's listings, pricing and service reflect on you, so choose carefully.
Best for: brands that want UK sales without building a UK operation, or want to test the market before committing.
How to choose
Three questions usually decide it:
How much control do you need? Selling directly gives you the most. A partner gives you a share of control, depending on what you agree.
How much time and money can you put into the UK? Running your own account well is close to a full-time job.
Are your products ready for UK rules? Labelling, safety markings and any category-specific requirements apply whichever route you take, so check them early.
Many brands start with a partner and move to their own account once UK sales justify it. Others find a partner who does the work well, and stay.
A note on the rules
VAT, customs and product rules change, and they depend on what you sell. This post reflects the position in October 2026. Check the details with an adviser before you commit.
Thinking about selling in the UK? Tell us about your brand.