Quick answer. Amazon lets one business sell in many countries from one account. Inside a region such as North America or Europe, a unified account covers several stores, and regional accounts can be merged so they appear together in the Seller Central store switcher. Amazon says merging is permanent. More stores do not mean one set of rules. Product compliance and tax registration are decided store by store, and Amazon states that you alone are responsible for them. Amazon shows a separate Account Health Rating for each store, yet it may deactivate all of your selling accounts if any one is not in good standing.

Most sellers expand the same way. The US account is working, someone notices that Canada, Mexico, the UK or Germany could carry the same catalog, and a few clicks in Sell Globally later the listings are live in five countries. The obligations do not move with the switch. Each store has its own product rules, tax authority and customs border, and a mistake in any of them is recorded against the same business.

Opening a second, separate account is a different question, covered in our guide on whether you can have multiple Amazon seller accounts.

How one Amazon account can cover several countries

Amazon organizes its stores into regions. North America groups the United States, Canada and Mexico, and Amazon describes a “North America and Brazil unified account” for new sellers. Europe groups stores such as the UK, Germany, France, Italy, Spain, the Netherlands, Sweden, Poland and Belgium under a European Unified Account. One registration covers every store in the region, and you move between them with the store switcher.

Across regions, the accounts are separate registrations that you can merge. Amazon’s help page says merging “unifies your selling experience across Amazon’s international stores”, and merged accounts are listed together in the store switcher. To check, click the store switcher. Amazon’s Build International Listings page says that if other stores appear, you have a unified account or linked accounts.

The one rule that frames everything else

Amazon’s seller code of conduct says you may only maintain one Seller Central account for each region in which you sell, unless you have a legitimate business need for a second account and all of your accounts are in good standing. For multimarket sellers that wording settles two things. A seller who wants to sell in the US and Germany does not need two businesses or two unrelated accounts, because the region model and the merge tool already cover it. And a business selling in North America and Europe under one seller of record is one business with two regional registrations. Using different names, bank details or addresses per region does not create separation. It creates mismatched records.

Second accounts for separate businesses, and how they differ from stealth accounts, are covered in our article on multimarket account isolation versus stealth accounts. This article deals with one business selling in several stores.

A merged Amazon account as a route from the seller of record through each store. Tap a station to see what it shares and what it keeps for itself.

What merging accounts does, and what it does not do

Amazon’s merging page sets out the mechanics. In Seller Central, choose Sell globally from the Inventory menu, open the Merge accounts tab, select the accounts, sign in with the other account’s credentials when prompted, review the preview and confirm. To register in a new region, start from a region where you already sell, open that country’s tab and click Register. Amazon says the new countries merge automatically.

The fee arithmetic, as Amazon states it

With merged accounts, Amazon says your monthly Professional subscription fee is the lower of two amounts. One is the sum of the subscription fees for each country where you have active listings. The other is the equivalent of USD 39.99 per month. The fee is split across the countries with active listings and charged in each local currency. The per country fees on that page include USD 39.99 for the United States, CAD 29.99 for Canada, MXN 600 for Mexico and, for Europe, GBP 25 or EUR 39 among other currencies. Referral fees, FBA fees and closing fees still apply. Amounts move with exchange rates, so check the live page before you budget.

The rules that come with merging

Read these three statements from Amazon’s merging policy before you click confirm.

Merging is permanent. Amazon says once you merge, you cannot undo it.
Only the owner may merge. You can only merge accounts for which you are the owner.
Agencies and integrators must not merge for you. Amazon says a Solutions Provider, web agency or integrator managing the account should not merge accounts and should have the owner do it directly.

Merging joins records that cannot later be separated. If the accounts carry different legal names, tax identities or an unresolved action, fix that first.

For a closely related case, read Can You Have Multiple Amazon Seller Accounts Without Approval? Amazon’s Current Rule Explained.

If the stakes are high, have our Amazon suspension team review the case before you respond.

Build International Listings. What it automates and what it leaves to you

Build International Listings is what makes multimarket selling look easy. Amazon describes it as creating and updating offers from a single source store to one or more target stores, inside a region or across regions once accounts are linked. Per the help page, it creates offers in a target store where the same ASIN already exists, syncs prices from your price rules and currency rates, adds or deletes offers when you change eligible ASINs in the source store, and attempts to translate and create detail pages in the target store.

Sellers skip the list of what it does not do. Amazon states that Build International Listings does not do the following.

Guarantee the creation of new product detail pages.
Synchronize FBA inventory between North American stores, between the UK and the EU, or any inventory between stores in different regions.
Remove offers in the target store when the offer becomes inactive in the source store.
Check that your products comply with applicable laws and regulations across all stores.

Amazon then adds the line every multimarket seller should remember. You are solely responsible for making sure you and your products comply with all applicable laws of the target stores. The tool also requires accounts in good standing in the stores being connected.

Build International Listings copies offers and prices. Amazon says compliance with each target store’s laws remains the seller’s responsibility.

Why this matters for account health

A tool that copies offers also copies mistakes. If a US listing lacks a marking the UK requires, the tool can still create the UK offer, and one careless source listing can produce the same violation in several stores in the same week.

Every store has its own product rules

Amazon’s Europe expansion page says product requirements vary by country and that sellers should check taxes, regulations, compliance and safety requirements for each one. Its expansion steps put compliance before listing. Two official examples show how far apart the rules can be.

Example. A children’s product sold in the US

The US Consumer Product Safety Commission says domestic manufacturers and importers use a Children’s Product Certificate to certify that children’s products comply with applicable safety rules. CPSC defines children’s products as those designed or intended primarily for children 12 years of age or younger, and the certificate must rest on test results from a third party, CPSC accepted laboratory. It has seven required elements, including each applicable rule, the date and place of manufacture and the testing laboratory. CPSC also notes that from July 8, 2026, importers of most regulated consumer products must file certificates of compliance electronically with US Customs and Border Protection.

Example. The same product type sold in Great Britain

UK government guidance on placing UKCA or CE marked products on the market in Great Britain says the UK continues to recognise the CE marking for the GB market, alongside or in place of the UKCA marking where the regulations allow. The same guidance says the process differs for Northern Ireland, the EU and the Crown Dependencies, and that some product types use other markings. A US certificate does not answer a UK or EU marking question, and the reverse is also true.

How to look up the rules for a specific product and store

Amazon’s Compliance Reference tool does this job. Its help page describes it as a tool for education and compliance assessment that previews the latest compliance requirements for a product and lists service providers who can help. It covers product compliance, dangerous goods, export trade and import trade requirements, with a separate EU regulations tab for European stores. If a product type is not in the tool yet, use that store’s Product compliance help pages.

One product’s compliance file, store by store. Open each tab to see which document answers which country and what it does not cover.

Restricted products work the same way. Build International Listings requires approval for restricted products or categories before offers connect. If you are unsure whether a product is restricted, our guide to Amazon restricted products explains how restriction and approval work.

Three objects that cross borders with one product. The import invoice, the toy certificate and Seller Central. Open each to see what sets off a problem.

Tax registration, only as the official pages state it

This section sticks to what Amazon and government pages say. It is not tax or legal advice, and Amazon itself states that its tax pages are not professional advice and that you should consult your own advisers.

VAT in the European stores

Amazon’s Europe tax and regulatory considerations page makes three points that apply to sellers using one account across European stores.

When selling in multiple Amazon European stores, you may be liable to pay VAT to different member states and may need different VAT numbers in different member states.
If you transfer your own goods from one EU country to another, or if FBA moves your goods into another country where they are stored, that transfer may itself be treated as a transaction subject to VAT.
Each EU country sets its own distance selling threshold, the threshold is not a total of your sales across the EU, and you should verify the figure with that country’s tax authority.

Amazon’s Europe expansion page adds that each seller is solely responsible for VAT compliance and that enabling placement in Poland or the Czech Republic triggers local VAT obligations. Amazon recommends starting registration when the Europe account is created.

The UK after the sale moves through a marketplace

The UK government’s guidance on VAT and overseas goods sold through online marketplaces says that for consignments of GBP 135 or less sold to customers in Great Britain, the online marketplace charges UK VAT at the point of sale and is liable for it. For goods already in the UK at the point of sale, the marketplace is liable for the VAT on sales by overseas sellers not established in the UK, whatever the value. Consignments over GBP 135 follow normal import VAT and customs rules. The limit applies to the whole consignment, and the guidance points to VAT Notice 7001 for registration details.

Customs paperwork that names the wrong party

Amazon’s Europe tax page also covers imports. Any FBA shipment entering with an Amazon name as importer of record will be refused and returned at the shipper’s expense. The commercial invoice should give the importer of record’s legal name, contact details, EORI number and VAT number for the country of import, the ship-to as your legal name followed by “c/o FBA”, and each item’s HTS code, quantity and value. Leaving the importer details blank can also get a shipment refused.

Topic	What the official page says	What you still have to confirm
EU VAT registration	May be needed in more than one member state, depending on sales level and where stock is stored (Amazon)	Each country’s threshold and rate, with that country’s tax authority
FBA stock moved between EU countries	The transfer may be treated as a VAT transaction (Amazon)	Your registration position in each country where stock sits
UK consignments of GBP 135 or less	The marketplace charges and is liable for UK VAT (GOV.UK)	How your own consignments are valued and shipped

If your question is US sales tax rather than VAT, our article on Amazon FBA sales tax covers the US side.

How a problem in one marketplace can affect the others

Account health is displayed per store, but the stores belong to one business. A problem in one country reaches the rest in three ways.

Path one. Good standing is judged across all of your accounts

The multiple accounts wording in the code of conduct ends with a sentence that applies to every merged seller. If any of your accounts are not in good standing, Amazon may deactivate all of your selling accounts until all accounts are in good standing. A deactivation is never “only Mexico” or “only Italy”.

Path two. The same data and the same products sit behind every store

The seller of record is the same entity in every store, so the identity record, bank details, tax information and business address are shared. A verification gap in one store is a gap everywhere, and a supplier invoice that fails review for one ASIN sits behind that ASIN in every store. The code of conduct requires accurate information, updated when it changes, so a stale address in one region is a problem on its own.

Path three. Copied listings repeat the same violation

Amazon’s Account Health Rating policy says multiple violations of the same policy carry increasing point values. Your account may be at immediate risk of deactivation if you reach the maximum number of repeat violations for a single policy in a 180 day period, which Amazon says can be as low as two for higher severity violations. Amazon does not publish how violations in one store count toward limits in another. What you control is the source listing, because one listing copied into several stores can create the same violation several times.

Four notices from different stores of one account. Open each to see whether the cause stays local or follows you into every store.

Running account health store by store

Amazon’s Account Health Rating policy describes the AHR as a color coded score from 0 to 1,000, shown on your Account Health page for each store where you sell, that indicates your risk of deactivation for non-compliance with certain policies. Amazon gives these bands.

Healthy (green), a score of 200 to 1,000. Not at risk of deactivation based on the policies in the score.
At Risk (yellow), a score of 100 to 199. At risk of deactivation.
Unhealthy (red), a score of 99 or lower. Eligible for deactivation or already deactivated.

Amazon says the score reflects the last 180 days, that violations are weighted by four severity levels (critical, high, medium and low), and that critical violations can lead to immediate enforcement. Regardless of the score, Amazon may deactivate an account immediately if it suspects fraudulent, deceptive, illegal or otherwise harmful activity. A green score in the US says nothing about Germany.

The habit that keeps multimarket accounts healthy

Treat the Account Health page as an early warning, and switch to each store in turn. For each store, separate policy issues from performance metrics and rank every item by how close it is to action. Then look across stores for the same ASIN, policy or date in more than one place. That cluster usually points to the root cause.

Amazon also asks sellers to keep the Emergency Contact number current under Notifications preferences, since it may call when health degrades.

Question	Where to check	What to look for
Which stores and regions are part of my account?	Store switcher at the top of Seller Central	Every store you sell in, and nothing unexpected
Is each store healthy?	Account Health page, switched to each store in turn	The AHR band, open policy issues and metrics, with severity and dates
What did a cross-listing tool create?	Build International Listings dashboard and report	Offers created per target store and stale connections
Does this product meet this store’s rules?	Compliance Reference, with the target country selected	Every requirement tab, plus EU regulations for Europe
Do I need VAT registration in a European country?	Amazon’s Europe tax and regulatory considerations page, then that country’s tax authority	Where stock is stored, sales level, distance selling thresholds, placement settings
How is UK VAT handled on my orders?	GOV.UK guidance on overseas goods sold through online marketplaces	Consignment value against GBP 135 and whether goods are already in the UK

If watching all of those pages every week is more than your team can staff, our Amazon account health maintenance service does that monitoring with you.

A notice in one store and worried about the rest?

Send us the case. We will review every store with you and tell you plainly how far it reaches.

Submit Case →Book a call

For a closely related case, read Amazon Seller Reputation and Account Health.

A worked example. One product, four stores

This case is hypothetical.

A US brand sells a wooden stacking toy for toddlers. It has a Children’s Product Certificate, and the US Account Health page is green. The owner merges a European account, connects the US catalog to the UK and Germany through Build International Listings, and adds Canada. Within a week the toy has offers in four stores.

Three weeks later the German store shows a product compliance policy issue on the toy. The owner assumes Amazon made a mistake, since the toy is certified. Compliance Reference for Germany shows EU requirements a US certificate does not address, and the UK check raises marking questions too, though nothing is flagged there yet.

Diagnosis

The cluster points to one root cause. The catalog was connected to European stores on US paperwork before anyone checked European requirements.

Corrective actions, with proof

The owner pauses the UK and German offers, obtains the documents and markings the Compliance Reference reports call for from the manufacturer, updates packaging and listings, and answers the German notice with those documents. Each action is dated and kept as proof.

Preventive controls, with an owner and a date

The owner adds a rule that no ASIN joins a Build International Listings connection until a named person has run Compliance Reference for every target store and filed the report. Children’s products and other regulated categories are excluded from automatic offer creation and added by hand. One person checks every store’s Account Health page weekly and logs the result. None of this guarantees Amazon accepts the response, but it shows a cause found, fixed and controlled.

When something goes wrong in one store

The method is the same in every store. What changes is how far you look for the cause.

Capture everything first

Before changing anything, record every store’s Account Health page as it stands. The pages change as you act, and the original state is your evidence.

Find the specific trigger

Read the notice twice and name the exact policy, ASIN and date. If the wording is unclear, our guide to deciphering Amazon suspension notices explains how to read it.

Check whether the cause is local or shared

Ask whether the same cause would exist in another store. A missing local marking may be local. A wrong supplier invoice, an inaccurate listing claim, a stale business address or a product that is unsafe anywhere is shared. If it is shared, fix it everywhere, not only where the notice arrived.

Write the plan around root cause, corrective actions and preventive measures

A response that works explains the root cause in plain terms, lists the corrective actions already taken with proof, and sets out the preventive controls with who owns them and from when. For multimarket sellers, the strongest controls stop a tool or a team member from carrying the mistake into another store. Our guide to writing a plan of action covers the structure in detail.

Be honest about what you cannot document

If a required certificate, test report or invoice does not exist, do not create, alter or borrow one. Remove the product from that store until genuine documents exist and say so plainly. A document that fails verification in one store damages your credibility in all of them.

An expansion readiness check before adding another country. Toggle the checks you have in place to see whether the business is ready.

For a closely related case, read Amazon Permanent Deactivation.

Mistakes multimarket sellers make again and again

Most multimarket problems come from treating a technical capability as permission. Merging, connecting stores and placement settings do not check whether the business is ready. A second common mistake comes from the listing tool itself. Amazon says it does not remove target store offers when the source offer becomes inactive, so a product withdrawn in the US can stay live in Canada or the UK.

A screen by screen walk through the parts of Seller Central where multimarket mistakes leave a trace. Step through each screen in every store.

A weekly and monthly routine for sellers in several stores

Every week

Switch to each store and read its Account Health page. Log the band, any new policy issues and any metric that has moved, with the date.
Compare across stores. Look for the same ASIN, policy or date appearing in more than one place.

Every month

Review the Build International Listings dashboard and report. Remove connections and offers you no longer want, and confirm that withdrawn products are not live in target stores.
Re-run Compliance Reference for new ASINs and for any product whose requirements may have changed, and file the reports by store.
Confirm that name, address, bank and tax details still match in every region.

Frequently Asked Questions

Can I sell in the US and Europe with one Amazon seller account?

Yes. Regional accounts for North America and Europe can be merged and managed through the store switcher. Each store keeps its own rules and Account Health page.

Is a unified account the same as having multiple seller accounts?

No. A unified or merged account is one business selling in several stores. A second account in the same region needs a legitimate business need and all accounts in good standing.

Can I undo a merge between regions?

No. Amazon says merging accounts is permanent and cannot be undone, and only the account owner may merge.

Does Build International Listings make my products compliant in other countries?

No. Amazon states that the tool does not check that your products comply with the laws of the target stores and that you are solely responsible for compliance.

Is my Account Health Rating the same in every store?

Not necessarily. Amazon shows the rating on the Account Health page for each store where you sell, and a healthy score in one store says nothing about another.

If one store deactivates me, are the others safe?

Not reliably. Amazon’s code of conduct says that if any of your accounts are not in good standing, Amazon may deactivate all of your selling accounts until all are in good standing.

Do I need a VAT number for every European country?

It depends on where stock is stored and where you sell. Amazon says you may need VAT numbers in different member states, so confirm with each tax authority or an adviser.

Get Help With Multimarket Account Health

If one of your stores has a notice, a warning or a deactivation and you are not sure how far it reaches, our team will review every store with you and build the response around the real root cause. You can submit your case for review or book a consultation to plan an expansion before it creates problems.

This article is educational information about Amazon’s published policies and official government guidance. It is not legal, tax or customs advice, and it does not guarantee any outcome with Amazon or any authority. Policies, fees and thresholds change, so check the live pages and consult a qualified adviser for your own situation.

You can also see all our marketplace suspension services.

Selling in Multiple Amazon Marketplaces From One Seller Account