How to Set Up Amazon's Build International Listings Tool

Amazon's Build International Listings tool offers benefits for sellers who manage regional offers individually across different marketplaces as well as for those who are thinking of expanding internationally.

This tool is available to you for free with your Amazon Seller account in the Global Selling program. The Build International Listings Amazon tool allows you to reach hundreds of millions of new customers in any of the Amazon marketplaces in North America, Europe, Asia-Pacific, the Middle East, and North Africa.

Simply link all the marketplaces you have an account in and manage your offers and pricing from one location across selected or all of your linked marketplaces at the same time. With this tool, you won't have to worry about keeping up with fluctuating exchange rates - it automatically updates pricing to the local currency. Plus, you have the flexibility to set pricing rules for different marketplaces, allowing you to sell above or below your original offer price.

If you're set up with the FBA Export program, international customers can even order FBA products on Amazon and have them shipped to their international address.

How To Access the Build International Listings Amazon Tool

To use the Build International Listings tool, you must be the registered owner of all the accounts you want to link. An important thing to note is that you're still solely responsible for making sure you adhere to all product laws and regulations for the countries you are selling in. This includes working out all taxes and fares. Also, using this tool does not automatically set up your inventory for you; it's still your responsibility to manage all of your inventory.

So, to get started on your multinational selling journey, follow these steps:

Select Inventory from the menu in your Seller Central account.
Select the Sell Globally option. If this is one of your first times visiting this section of Seller Central, a very useful pop-up will appear, offering you a tour of your Sell Globally dashboard.
Click on the Build International Listings link near the top of the page.
On the next page, you will see a summary of the process; after you review this, click the Get Started button in the bottom right-hand corner.

The Build International Listings Amazon tool allows for cross-store and cross-regional connectivity, enabling seamless expansion within regions like Europe or North America when accounts are linked.

What's the Difference Between a Unified and Linked Account?

Before charging ahead, take a minute to decide whether you want a unified or linked account. Unified accounts can sell across different areas of the same region, but if you plan to sell across different regions and be able to manage them all at the same time, you’ll need a linked account.

Identify Your Source Marketplace

Your source marketplace will define the region or account from which you plan to originate your prices and offers. This is the main account you plan to set up your offers in. From there, you can "feed" into other target marketplaces of your choice.

Tip: Consider choosing the marketplace that you usually run the most offers in, as you can then pick and choose which offers you want to extend to other marketplaces.

Pick Your Target Marketplaces

Your target marketplaces are the accounts you want to replicate any existing offers to. You must already have existing accounts in good standing in your target marketplaces. If you don't, you must create those accounts first before returning to the tool.

Once you've linked and selected your target marketplaces, the Build International Listings Amazon tool will be able to run the same offer of your choice in all your selected marketplaces by automatically working out currency and pricing according to the region and current exchange rates.

Amazon's recently announced European Expansion Accelerator (EEA) program allows sellers to expand their business to nine EU stores with just a few clicks. The automated expansion solution connects existing tools (including the Build International Listings tool) to execute account registration, translations, shipping setup, and more within three business days.

Sellers can choose to expand one store at a time or all nine EU and UK stores at once. The EEA program is free to use and available to all professional selling partners who already sell in at least one of the European stores in France, Germany, Italy, Spain, the Netherlands, Poland, Sweden, Belgium, and the UK.

Manage Your Offers and Prices

You can only run the same offer across your chosen marketplaces if the product listing is already active in every account— the Build International Listings tool will not create new product listings for you.

Once you have linked your marketplaces, you can choose to either sell at the listing price or both the list and sale price for each marketplace. You'll always have the option to exclude the offer from specific marketplaces. This can be managed by you in the Manage Exclusions section.

In addition, the below options are available in any marketplace:

To sell at the same price as the source marketplace.
To sell at a specified percentage above or below the source marketplace.
To sell at a fixed amount above what the source marketplace is selling at.

Choose Your Payment Options

You may find this helpful if you are not familiar with how payment works when selling in different currencies. Amazon accepts payment in several currencies and pays you in your local currency.

When expanding your reach to new marketplaces, Amazon offers multiple options for payment and currency exchange. You have the choice to either link a local bank account or utilize Amazon Currency Converter for Sellers (ACCS) to receive payment in your preferred local currency. With ACCS, funds are deposited every 14 days and Amazon covers the bank transfer fee.

Select Your Fulfillment Method

You can choose FBA (Fulfillment by Amazon), FBM (Fulfillment by Merchant), or both as the fulfillment method. Whichever option you choose, know that it will need to be the same fulfillment method across all your linked marketplaces, be it the source or the target.

If you change this option in any of the marketplaces later on, the link will be broken and the changed marketplace will no longer automatically mirror the offer at the source marketplace.

Learn more: Amazon Fulfilled By Merchant: Strategies for Success

All Set Up and Ready to Sell!

So, that’s it! Now that you have taken all the steps needed to set up your multi-region selling network, the only thing left to do is sit back and wait for your sales to come in. It usually takes about four hours for any offers or changes to go live.

Watch out for any region where you have input information in the Condition Note section; the offer will not apply to any marketplace where there is a note about the condition of the item. The condition of the product, be it new or used, needs to be the same in all marketplaces running that same offer. Keep this in mind if you don’t want to be cursing the screen one day wondering why it isn't working! Once your connections have been fully set up, you will receive an email confirmation with further information from Amazon.

When you finally have all the offers you want running like clockwork, it might be worth exploring the different and useful tools available to you on your dashboard to better see the fruits of your labor.

The dashboard is very user-friendly, and you shouldn’t have too many problems navigating around it. However, if at any point you feel that you would rather hand this whole process off to professionals, then we will be delighted to hear from you.

eCommerce Nurse is a team of Amazon experts with many years of experience helping our clients grow their businesses both locally and internationally. You can reach us at any time by leaving us a message here.