Amazon UK PPC Guide

Amazon UK (amazon.co.uk) sells in British English and prices in pounds sterling. Sellers manage it at sellercentral.amazon.co.uk, usually through Amazon's unified European account, which lists and manages offers on the UK and EU stores from one login. Campaigns run at advertising.amazon.co.uk, and the Ads API serves the UK from its Europe endpoint. That makes the UK look like one more EU country in the same account. Commercially it is not, and planning it as one is where UK launches go wrong.

Inventory is the first place the split shows. Since 1 January 2021 Pan-European FBA has not transferred stock between the UK and the EU, so UK fulfilment centres have to be stocked directly rather than topped up from EU inventory. Size any advertising push to the stock physically in the country. Check formats early as well: Sponsored Products is open to professional sellers, while Sponsored Brands and Sponsored Display require sellers to be enrolled in Amazon Brand Registry.

Tax is the second. The standard VAT rate is 20%, with 5% on items such as children's car seats and 0% on goods such as children's clothes and books, and shelf prices include it. A UK business must register once taxable turnover passes £90,000 over the last 12 months, while a business established outside the UK that supplies goods here must register whatever its turnover. When an overseas seller sells goods already in the UK through a marketplace, the marketplace accounts for the VAT. Amazon also adds a 2% digital services fee to its selling and FBA fees on UK sales. None of this can fund a bid, so confirm your own position with an accountant before setting targets.