How to Import from China and Sell on Amazon in Europe

6 min read

1. Start with the marketplace, not the factory

Choose where you intend to sell and where inventory will be stored. A Spanish business selling on Amazon.es has different operational questions from a brand storing stock in several European countries. Identify the intended user, product category, materials, dimensions and intended claims before contacting suppliers. Check the relevant marketplace for selling restrictions and product compliance requirements.

Write a one-page product brief. Include specifications, packaging, accessories, desired quality and the reason a customer would choose your product over existing alternatives. Use it to compare suppliers on the same basis rather than comparing pictures.

• Target marketplace and stock location
• Product category, intended use and materials
• Differentiation and demand assumptions

2. Validate the supplier and the sample

Ask for the legal company name, production address, business registration and the name on the bank account. Clarify whether the contact is the factory or a trading company. Request samples from shortlisted suppliers and test the functions, dimensions and packaging that matter to customers.

Keep an approved reference sample and written specification. A good sample is not a guarantee that production will match it. Agree inspection criteria, production milestones, packaging and the remedy for defective goods before placing the order.

3. Design compliance before production

Identify the EU legislation that applies to the exact product. Some products require CE marking; many do not. Safety obligations, traceability, instructions, warnings, responsible economic operator details and packaging obligations depend on the category and market. A generic certificate is not proof of compliance for your model.

Ask a qualified specialist to review the evidence before production. Confirm that the actual materials, component versions and factory match the documentation. Amazon may request further documents independently of customs clearance.

4. Plan customs and delivery

Decide who is the importer, how the customs declaration will be made and who pays each transport and clearance charge. EU importers typically need an EORI number. Confirm the commodity code, origin, customs value, applicable measures and VAT treatment with your customs representative. Use the European Commission’s tariff and trade tools rather than relying on a supplier’s suggested code.

Select an Incoterm with a named place and version. Make sure your freight quote covers origin handling, main transport, destination charges, customs clearance and final delivery as applicable. Do not assume a delivered-duty-paid quote means your business receives usable import or VAT evidence.

A practical first-order example

Imagine a Spanish company planning to launch a non-electrical desk organiser on Amazon.es. It should first confirm the product material and intended use, check the category and legal requirements, compare suppliers against identical dimensions, then approve samples and packaging. Only after reviewing the documentation, actual carton measurements and shipping plan should it release production. A prep-centre inspection before sending stock to FBA may help catch mismatches between the approved sample and the delivered goods.

Keep a simple project tracker with columns for decision, owner, evidence, deadline and status. Mark a task complete only when there is an actual document or confirmed decision, not just a supplier promise.

5. Prepare inventory and launch

Confirm listing eligibility and the required product identifiers in Seller Central before printing barcodes. For FBA, create the inbound shipment using the actual packing details and destination instructions. For merchant fulfilment, plan storage, dispatch promises, tracking and returns.

On arrival, reconcile units ordered, shipped, received, rejected and available. Review stock cover, listing accuracy and customer feedback before placing a large replenishment order. Keep a record of the entire supply chain, including the compliance documents and customs declaration.

• Approved sample and purchase order
• Verified import and compliance documents
• Shipment and receiving records
• Listing, inventory and returns plan

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