• Craig Gedey

New Amazon marketplace to open up in Europe

Amazon has confirmed that Sweden will become the scent country option available in EU Seller accounts.

The Scandinavian country will join the UK, Germany, France Italy, Spain and the Netherlands in the near future.

Amazon’s statement explained: “We are pleased to announce that we have started the work to launch the Swedish Amazon.se store to delight local customers and give sellers the opportunity to expand their European business even further.

“Seller Central Sweden will soon be available to you as a seventh country option in your EU seller account. With the same monthly professional selling fees and referral fees, you can access all seven European Amazon stores.

“In the coming weeks, we will notify you via email once Seller Central Sweden is available. Be sure to check in your Notification Preferences that your email address for important technical notifications and business updates is up to date.”

So what will this mean for Amazon Sellers operating in the European market especially?

Thompson and Holt managing partner Craig Gedey says: “While not being the biggest marketplace on the continent by any stretch of the imagination, Amazon Sweden could still open up significant opportunities for Sellers moving forward.

“The population is just over 10 million people - less than a sixth of the size of the UK. But what this could be in the first step to branch out to the entire Scandinavian market. Then you’re looking at over 21 million people, aligned with the fact that Amazon will by then doubtless be moving further across Europe in general.

“Sweden will not be without its issues. Its currency is the Swedish krona, not the Euro, so Amazon Sellers may have to be used to dealing with a different monetary system to usual. In the unpredictable current markets and with it fluctuating against both the pound and the Euro, Sellers may have to rely on Amazon’s internal exchange rate for conversions. We’re also yet to hear whether Sweden will be included in Amazon’s VAT services.

“And while it is expected that FBA, the Amazon European Fulfilment Network and Pan European FBA will cover Sweden, 2021 will bring new issues for UK Sellers once the Brexit Transition period ends, as outlined in a previous blog here (https://www.thompsonandholt.com/post/what-does-brexit-mean-for-amazon-sellers-in-the-uk-and-europe).

“But there will still be profitable opportunities in Sweden for well run Amazon businesses depending on your product, and it is certainly worthy of further investigation. With further countries expected to be added in coming months, and the Brexit issue to factor in, it’s a rapidly changing marketplace in Europe where being as well versed and prepared as possible will benefit your business.”

If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Seller business back online as quickly as possible.

Thompson and Holt are also offering a free months trial of their Monitor and Protect service to help Swedish sellers prevent a suspension of ASINs or an their account during the COVID pandemic, more information on how to protect your Amazon seller account from a suspension can be found here.

THOMPSON & HOLT® - Amazon Appeal Experts. Suspended Amazon Seller Account Appeal Consultants. Amazon Specialists. 


We are an independent Amazon Specialist firm based in Manchester, United Kingdom which was established in 2014. Over the years Thompson and Holt® has grown to become one of the UK’s leading Consultants in Amazon Seller Suspensions.


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