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Amazon Global Marketplaces Explained: Which Countries Have Amazon Marketplaces in 2025?

Which countries does Amazon operate in? Amazon global marketplaces in 2025

Introduction

For new and growing brands, selling on Amazon is often the first major step into e-commerce. But once sales start rolling in, the question becomes: how far can your Amazon business grow if you stay confined to one country? Sellers quickly discover that Amazon isn’t just a US platform, it’s a network of global marketplaces spanning North America, South America, Europe, the Middle East, Asia-Pacific, and most recently Africa.

The challenge? Understanding exactly where Amazon operates, what makes each marketplace unique, and how to expand profitably while staying compliant with local laws. Many sellers know Amazon.com and maybe Amazon.co.uk, but aren’t aware of newer marketplaces like Ireland (launched in 2025) or South Africa (launched in 2024). These represent real opportunities—if approached strategically.

In this blog, we’ll give you a step-by-step Amazon international selling strategy that breaks down:

  • Which countries currently host Amazon marketplaces (2025 update)
  • Regional trends and why they matter for sellers
  • Compliance issues like the EU GPSR and PPWR regulations
  • Practical insights on cash-on-delivery (COD) challenges in MENA
  • Actionable tips to choose the best Amazon marketplaces for new brands

By the end, you’ll know where Amazon operates, how to weigh opportunities, and whether it makes sense to DIY expansion, or partner with experts like Bits & Atoms for a guided path.

Which Countries Have Amazon Marketplaces in 2025?

As of 2025, Amazon runs 23 dedicated marketplaces worldwide. These are full-fledged localized platforms where sellers can list products, customers shop in local currencies, and Amazon operates regional logistics networks.

North America & Brazil

Europe & UK

Asia-Pacific

Middle East & North Africa

Together, these marketplaces connect sellers to hundreds of millions of customers. But each region comes with distinct consumer habits, compliance rules, and operational realities that shape whether it’s worth entering.

Amazon Global Marketplaces Explained: Regional Insights

1. North America & Brazil

This cluster is managed under a North America & Brazil unified account, meaning US-based sellers can expand to Canada, Mexico, and Brazil with relatively little friction. Amazon also offers Remote Fulfillment with FBA, which allows inventory stored in US warehouses to ship cross-border—ideal for testing demand.

  • Opportunities: Large existing customer base, shared account structure, high familiarity with Amazon.
  • Challenges: Duties, taxes, and labeling requirements differ per country. Brazil, in particular, has complex import rules.

2. Europe & UK

Amazon’s European presence is diverse, covering both mature markets (Germany, UK, France) and newer ones (Poland, Belgium, Ireland). Sellers can use a Europe unified account, streamlining operations across multiple countries.

  • Opportunities: Large aggregate customer base, Pan-EU FBA programs, euro pricing in Ireland for seamless EU access.
  • Challenges: Heavy compliance load, particularly with GPSR and PPWR. Sellers targeting Germany and France also face strict EPR requirements, which impact packaging, labeling, and reporting obligations. We explain the details in our blog: Amazon EPR Compliance in Germany and France: What Sellers Must Know.

3. Middle East & Africa

The addition of South Africa in 2024 signaled Amazon’s move into the African market. Alongside the UAE, Saudi Arabia, and Egypt, this region represents fast-growing e-commerce adoption.

  • Opportunities: Lower advertising costs compared to the US or Germany; emerging middle-class demand.
  • Challenges: Cash on Delivery (COD) is still common, increasing cancellations and returns. Localized Arabic content is non-negotiable.

4. Asia-Pacific

Japan remains one of Amazon’s most mature markets outside North America and Europe, while India represents massive growth potential. Singapore and Australia serve as regional hubs.

  • Opportunities: High-spend customer bases (JP, AU), growing middle class (IN).
  • Challenges: Intense competition in Japan, regulatory barriers in India, smaller populations in Singapore and Australia.

How to Expand Amazon Business Internationally

Expanding internationally is less about copying your US strategy and more about rethinking it through a global lens. Here’s a framework sellers can follow:

  1. Market Selection: Start by analyzing demand, competition, and compliance requirements. Don’t default to the biggest marketplace—sometimes smaller, newer ones (Ireland, Poland, South Africa) offer better margins due to lower saturation.

    At Bits & Atoms, our Market Entry Strategy service helps sellers identify the right marketplaces with a data-driven approach, factoring in customer demand, category competition, and compliance hurdles before you invest.
  2. Account Setup: Use unified accounts where possible (North America & Brazil; Europe). This reduces operational complexity.
  3. Compliance First: Before listing, ensure your products meet EU GPSR safety rules, PPWR packaging requirements, or country-specific certifications. Skipping this step risks immediate suspension. For a deeper breakdown of what GPSR means for Amazon sellers, see our full guide: GPSR Compliance for Amazon Sellers in 2025.
  4. Localization: Adapt titles, descriptions, and even images to resonate with local culture. Avoid machine translation shortcuts and invest in keyword research in the local language.

    Beyond product pages, it’s equally important to translate and localize supporting product documents, such as instruction manuals, product safety information etc., into the language of each marketplace.
  5. Logistics Strategy: Use Remote Fulfillment or EFN (European Fulfillment Network) to test markets. Once demand is proven, move to local FBA for faster delivery and Prime eligibility.
  6. Performance Monitoring: Track not just sales, but returns, cancellations (especially in COD markets), and customer feedback to refine your presence.

Best Amazon Marketplaces for New Brands

Choosing where to expand isn’t about size alone, it’s about fit for your brand stage.

  • United States: Still the best for scale, but most competitive.
  • Germany and UK: Top choices for EU entry due to market size.
  • Ireland: A new, lightly saturated EU marketplace where early movers can gain visibility.
  • South Africa: New marketplace with lower competition, offering a first-mover advantage.
  • Canada and Mexico: Natural next steps for US sellers using Remote Fulfillment.

New brands should avoid overextending. Pick 1–2 strategic markets, validate demand, then scale into others.

Step-by-Step Amazon International Selling Strategy

  1. Identify priority marketplaces using Helium 10 (keyword demand, category competition, pricing).
  2. Set up unified accounts (North America & Brazil or Europe).
  3. List products via Build International Listings (BIL) to test waters, but refine with localized optimization.
  4. Validate demand using Remote Fulfillment or EFN.
  5. Scale with local FBA once unit economics prove viable.
  6. Invest in compliance & localization before rolling into additional markets.
  7. Reassess quarterly: expand to 1–2 new marketplaces at a time, not all at once.

Affiliate Note:
For research and listing optimization, our recommended tool is Helium 10. As a Bits & Atoms partner, we provide an exclusive offer: Get 20% Off for 6 Months or 10% Off Every Month.

Q&A: Common Questions About Amazon Global Marketplaces

Q1: How many Amazon marketplaces exist in 2025?
There are 23, including new launches in Ireland (2025) and South Africa (2024).

Q2: Can I sell in Europe without registering for VAT in each country?
Yes, using the OSS (One Stop Shop) scheme, but you still need to register in at least one EU country and comply with GPSR and PPWR.

Q3: Is Remote Fulfillment with FBA enough for international expansion?
It’s a great way to test demand, but long-term growth requires local FBA for faster shipping and Prime eligibility.

Q4: Are newer marketplaces worth the effort?
Yes! Smaller markets like Ireland or South Africa often have less competition, allowing new brands to gain traction quickly.

Q5: What’s the biggest challenge in MENA markets?
Cash on Delivery (COD) payments. Sellers must plan for higher cancellations and adapt operations accordingly.

Conclusion

Amazon’s global footprint is larger than ever, spanning 23 marketplaces across five continents. For sellers, this means more opportunities, but also more complexity. Success requires careful market selection, compliance preparation, and localization that resonates with local customers.

Want expert help applying these strategies to your brand?
Book a call with the Bits & Atoms team today.

Disclaimer:
This blog contains affiliate links. If you purchase via our Helium 10 partner link, Bits & Atoms may earn a commission at no extra cost to you.

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