A hypothetical example exploring how a Greek spirits brand could sell strategically on Amazon.

Introduction

Entering the world of Amazon can be both thrilling and daunting for spirits brands, especially for those built on tradition like Greek ouzo, tsipouro, and mastiha. For new or growing Greek spirits brands, questions often arise: How do we stand out? Is Amazon a worthwhile channel? What are the legal hurdles?

Let’s bridge that knowledge gap.

In this blog post, we’ll walk you through a hypothetical case: imagine a brand called “Greek Spirits”, a family-owned distillery from Thessaly looking to expand internationally. Their vision is clear: make authentic Greek traditional spirits available to customers across the EU, UK, and US via Amazon. What would their strategic roadmap look like?

You’ll learn how to:

• Navigate regulatory compliance across Amazon EU, UK, and US
• Build a compelling, conversion-ready brand presence
• Leverage SEO, advertising, and storytelling to win customer trust
• Avoid common pitfalls in logistics and fulfillment

Whether you’re DIYing or considering expert support, this guide will equip you with the foundational insights to go from a distillery to a digital shelf.

Laying the Groundwork: Compliance Is Non-Negotiable

Before “Greek Spirits” can list a single bottle, they need to comply with Amazon’s alcohol policies and regional laws. Here’s what that entails:

Amazon EU Requirements

• Submit excise duty proof and local alcohol licensing for each market (e.g., France, Germany)
• Provide a local return address and native-language customer service
• Only use approved carriers with age-verification for alcohol deliveries
• Label products with ABV, allergens, and volume according to EU standards

UK-Specific Hurdles

• Secure a Premises Licence and Personal Alcohol Licence
• Ensure import compliance with UK excise reforms (now ABV-based)
• Fulfill orders with UK-based inventory or partners

U.S. Limitations

• Amazon.com has strict limitations for spirits; most 3P sales are restricted
• Must go through licensed distributors or retailers; local fulfillment only

Let’s say in this case, “Greek Spirits” chooses to launch in France, Germany, and the UK first, markets with clearer Amazon pathways. They work with a compliance representative and legal consultant to secure necessary licenses and tax registrations.

Brand Building That Converts: From Local Legend to Global Name

In a sea of global competition, branding is your competitive edge. For “Greek Spirits”, their brand story becomes the spine of their strategy.

Storytelling That Resonates

Instead of generic claims, “Greek Spirits” uses its Thessalian heritage, copper stills, and 100-year-old recipes to connect with curious, authenticity-seeking customers.

On their Amazon listings, they write:

“Distilled in the heart of Thessaly, our tsipouro carries the spirit of Greek hospitality. Expertly crafted to share and enjoy.”

Visual Identity

• Clean, modern label designs that reflect tradition and quality
• White-background bottle shots for listings + lifestyle images for A+ Content
• Videos of distillation processes and cocktail use

Amazon Brand Registry

Registering their trademark unlocks key features:

• A+ Content and Brand Storefront
• Sponsored Brand Ads with their logo
• Greater control over listing edits and protection from resellers

Key Takeaway: Brand consistency across listings, storefronts, packaging, and customer messaging creates trust. “Greek Spirits” positions itself as the go-to source for authentic Greek tsipouro and ouzo.

Search Visibility: Winning the Right Clicks

No matter how good your spirits are, they won’t sell if customers can’t find them. “Greek Spirits” takes a data-driven approach to Amazon SEO.

Product Titles and Bullets

They use long-tail keywords naturally:

• Greek anise-flavored liquor from Thessaly
• Greek tsipouro for cocktails or gifts

Bullet points emphasize:

• Traditional production methods
• Suggested uses (cocktails, aperitifs, gifting)
• Award-winning taste and PDO certification

Backend Keywords

They include alternate spellings, regional names, and cocktail-related terms like “Mediterranean craft spirits for cocktails.”

A+ Content Optimization

• Ingredient visuals and distillery images
• Comparison charts (e.g., Greek tsipouro vs grappa)
• Cocktail recipes, like a Tsipouro Spritz, to drive usage inspiration

Key Takeaway: Effective keyword strategy aligns with search intent, from “tsipouro cocktail recipe liqueur” to “best Greek alcohol gifts 2025.” This improves organic traffic and ad conversion.

SEO on Amazon isn’t one-size-fits-all. At Bits&Atoms, we help brands uncover long-tail keyword opportunities, optimize listings, and scale their visibility with data-backed strategies.

Marketing Tactics: Turning Browsers into Buyers

With listings optimized, “Greek Spirits” moves into paid media.

Sponsored Products

They launch PPC campaigns targeting:

• Specific product types (authentic Greek tsipouro)
• Competitor terms (pastis, sambuca, grappa)

A/B testing helps identify the most profitable keywords. Negative keyword filtering eliminates waste.

Sponsored Brands

Their headline ad reads:

“Taste Greece in a Bottle. Discover Ouzo, Tsipouro & More”

This ad links to their Amazon Store, which features:

• A “Greek Cocktail Kit” bundle
• Individual product pages with reviews, recipes, and story

Amazon Deals

To drive seasonal visibility (e.g., Easter, Christmas), they schedule:

• Limited-time coupons on 2-bottle gift sets
• Sponsored display ads targeting alcohol gift keywords

Key Takeaway: Amazon advertising isn’t just about spend, it’s about strategy. “Greek Spirits” uses ads to build awareness, not just drive direct sales.

Logistics: Managing Fulfillment and Risk

EU Fulfillment

Greek Spirits chooses FBA (Fulfilled by Amazon) in France and Germany to offer Prime delivery. They:

• Ship to designated alcohol-capable FCs (fulfillment centers)
• Work with a prep partner to ensure safe, compliant packaging

UK Fulfillment

In the UK, they partner with a local distributor who stores and ships inventory, meeting local returns and compliance rules.

Key Takeaway: Smart fulfillment choices reduce risk. “Greek Spirits” focuses on countries where Amazon supports spirits FBA and leans on experts for the rest.

Leveraging Uniqueness: “Greek Spirits” Have a Story to Tell

“Greek Spirits” leans into what makes their products different:

• Ouzo is promoted as a cultural experience, not just anise-flavored liquor
• Tsipouro is framed as the Mediterranean answer to grappa, with smoother finish and mixability

They don’t just sell products, they sell occasions:

• “Build your Greek cocktail bar”
• “The taste of your last Santorini vacation”

Key Takeaway: Differentiation isn’t about features, it’s about meaning. “Greek Spirits” turns cultural heritage into brand capital.

Should You Go It Alone or Hire Experts?

“Greek Spirits” started out managing Amazon themselves. But as operations scaled, they partnered with an agency for:

• Compliance documentation and VAT/excise setup
• Listing optimization and A+ content design
• Full account management and advertising campaigns

This freed them to focus on sourcing, production, and product innovation.

If you’re facing similar questions, consider the tradeoffs:

• DIY is low-cost but time-intensive and risky
• Expert help accelerates growth and reduces compliance errors

That’s where an experienced partner like Bits&Atoms comes in.
Our team brings expert knowledge on managing and marketing on Amazon, from regulatory readiness to creative content, advertising strategy, and ongoing account growth. Whether you’re looking for support in one area or a full-service approach, we can help turn your brand vision into Amazon success.

Quick Q&A

Q: Can I sell ouzo or tsipouro on Amazon US?
Not directly. Spirits sales on Amazon.com are limited to pre-approved retailers. Explore partnerships or local fulfillment options.

Q: What licenses do I need to sell on Amazon EU?
You’ll need excise registrations, VAT numbers, and potentially import/export permits for each target country.

Q: How can I protect my tsipouro brand from copycats on Amazon?
Enroll in Amazon Brand Registry to secure your trademark, gain control over your listings, and access enhanced tools like A+ Content and Sponsored Brands.

Q: What’s the difference between tsipouro and grappa?
Both are grape-based distillates, but tsipouro often includes herbs or anise and has a smoother, less tannic profile.

Q: Can an agency manage everything for me, from compliance to ads?
Yes. An experienced partner like Bits&Atoms can handle your full Amazon presence, freeing you to focus on production, partnerships, and growth.

Conclusion

Selling Greek spirits on Amazon isn’t just a possibility, it’s a powerful path to global growth. With the right blend of compliance, storytelling, and marketing, your brand can thrive in EU, UK, and beyond.

Want expert help applying these strategies to your brand? Book a call with our team today.