Amazon has launched an initiative to help sellers extend their business to all its UK and European marketplaces.

The European Expansion Accelerator (EEA) will make it easier for sellers to list their products across these stores and will allow customers access to millions of products.

EEA is an automated expansion solution that connects standalone Amazon tools and reduces the time it takes to expand into multiple stores.

It is free to use and available to all professional selling partners who already sell in at least one of Amazon’s European stores in France, Germany, Italy, Spain, the Netherlands, Poland, Sweden, Belgium and the UK.

Amazon selling partners can log into Seller Central, see which stores they are not currently selling in and click to expand into a chosen market. 

EEA allows businesses to carry out account registration and setup, translations, listing, shipping setup, product eligibility checks and catalogue customisations automatically in under three business days. 

The initiative enables continuous expansion for newly listed products and uses selling partners’ preferences from their main store to replicate the same information across different stores.

UK customers can benefit from this alongside Amazon’s European Fulfilment Network, which ensures businesses can sell across the border without the requirement to register for VAT in the destination store.

Amazon vice-president of Seller Services Europe Xavier Flamand said: “European Expansion Accelerator is a solution our selling partners were missing for years; to grow and offer millions of new products to Amazon customers in multiple stores.

“We’re pleased to be able to now offer this two-click step to sellers in Europe so that they can expand their businesses with Amazon.”