决定在欧洲销售商品

亚马逊为您提供专门适用于欧洲商城的工具和服务，以便帮助您尽快开始在多个国家/地区展开销售。当您要注册并在任何一个亚马逊欧洲商城上进行销售时，您可以通过您的卖家账户即时访问所有的亚马逊欧洲商城，这样您就可以通过一个账户和一个界面在任一或所有的这些商城中创建和管理您的商品信息。亚马逊欧洲商城包括 Amazon.fr、、Amazon.it、Amazon.es 和 Amazon.co.uk。

当您在欧洲销售时，您可以自行配送，也可以使用。如果使用亚马逊物流，您可以把库存运至亚马逊在欧洲的运营中心，我们将通过亚马逊的欧洲统一配送网络 (EFN) 在欧洲代表您完成取件、包装和配送。这样一来，您可以通过单个库存池在所有欧洲商城中配送符合条件的商品。

商品需求

也许您的商品在您的国内商城销量很好，您很好奇它在另一个商城是否对买家有吸引力。研究您想从中销售商品的商城。

• 对您想销售的商品有需求吗？

• 缺乏像您想销售的这一类商品吗？缺乏您提供的商品价格区间内的商品吗？

您可能还想要验证商品是否适用于您所考虑的商城。例如，在 Amazon.com 上销售火热的羽绒床垫，在 Amazon.co.uk 上可能因为不同的标准床垫尺寸而销售欠佳。为了更好地迎合目标买家的需求，您可能需要修改您的商品或对商品营销、广告和包装进行重新定位。考虑研究该商城的习俗、传统以及人口统计数据，例如平均年龄和收入，以帮助确定您商品的适宜性。

当地竞争

考虑在每个您销售的商城内影响买家购买决定的商品价格、选择性以及其他因素，并考虑潜在的竞争对手是如何处理这些标准的。您或许能够使用此类信息规划您的商品。调查您想要销售的商品分类中竞争对手最畅销的商品，查看和您的商品类似的商品。

• 如果目标商城中有类似的商品，什么样的商品价格会让您赢得“购买按钮”？

• 畅销商品是否提供了免运费或降价优惠？

具备竞争力的定价

当您确定您的商品价格时，您可以将您的价位与您打算销售商品的商城上在售的类似商品的价位相比较，并考虑您的购买商品价格和入库运费（直接向买家配送商品或配送至亚马逊欧洲运营中心），包括税费与关税。

Deciding to sell in Europe

Amazon provides you with tools and services that are unique to the European marketplace, so you can get started selling in more than one country right away. When you register to sell in any of Amazon’s European Marketplaces, you get instant access through your seller account to all of Amazon’s European Marketplaces so that you can create and manage your product offers on any or all of these marketplaces through one account and one interface. Amazon’s European Marketplaces include Amazon. fr, Amazon.de, Amazon.it, Amazon.es, and Amazon.co.uk.

When you sell in Europe, you can fulfill on your own or you can use Fulfillment by Amazon. With Fulfillment by Amazon, you send your inventory into Amazon's fulfillment centers in Europe, and we will pick, pack, and ship orders on your behalf throughout Europe with Amazon's European Fulfillment Network (EFN), which enables you to fulfill eligible products across all the Amazon European Marketplaces from a single pool of inventory.

Product demand

Perhaps your product sells well in your home marketplace, and you’re curious whether it would appeal to consumers in another marketplace. Research the marketplace where you want to sell your products.

• Is there a demand for the products you want to sell?

• Is there a lack of products like yours, or a lack of products in the price range you can offer?

You may also want to verify that the product would be appropriate for the marketplace you are considering. For example, feather beds successfully selling on Amazon.com may not sell as well on Amazon.co.uk because the standard mattress sizes are different. You might need to modify your product or reposition your marketing, copy, and packaging to better meet the needs of your Target consumers. Consider researching the marketplace’s customs, traditions, and demographics, such as average age and income to help determine your product’s appropriateness.

Local competition

Consider the prices, selection, and other factors that influence customer buying decisions in each marketplace that you sell and consider how potential competitors are addressing these criteria. You may be able to use this information to plan your offers. Study your competitors’ best-selling products in the categories where you want to sell your products, and look at the products that are similar to yours.

• If similar products are available in the target marketplace, what's the price point that wins the Buy Box?

• Do the best-selling products ship for free or for reduced rates?

Competitive pricing

As you determine the price points for your products, you can compare your price position with similar products that are already selling on the marketplace where you want to sell your products and also consider your purchase price and inbound shipping costs (for shipping the product directly to your customers or for shipping the product to an Amazon fulfillment center in Europe), including taxes and duties.

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特别声明：以上文章内容仅代表作者本人观点，不代表ESG跨境电商观点或立场。如有关于作品内容、版权或其它问题请于作品发表后的30日内与ESG跨境电商联系。