Amazon FBA Europe Logistics: A Guide to Selling on Amazon from Türkiye
With Amazon FBA, your products are stored in Amazon's fulfillment centers in Europe; Amazon handles order picking, packing, shipping, and returns. Shipping to these centers from Türkiye is an import operation into the EU, and because Amazon does not act as the importer of record, customs responsibility rests with the seller or its representative.
Amazon FBA (Fulfillment by Amazon) is one of the models frequently used by sellers in Türkiye to deliver products to the European market. This guide summarizes, in plain language, what FBA is, how it differs from FBM (Fulfillment by Merchant), the import and customs dimension of shipping from Türkiye to EU warehouses, EORI and VAT obligations, and the role of the freight forwarder. Because tax rules can vary by country and situation, up-to-date information on these matters should be obtained from a certified public accountant or tax advisor.
What Is Amazon FBA and How Does It Differ from FBM?
Amazon FBA (Fulfillment by Amazon) is a model in which the seller stores their products in Amazon's fulfillment centers. In this model, Amazon handles order picking, packing, shipping, and returns processes. The seller's responsibility is to manage stock shipments and product listings; Amazon takes on the bulk of the operational logistics.
In the FBM (Fulfillment by Merchant) model, the seller performs this operation themselves. The seller stores the products, packs and ships orders themselves, and manages returns themselves. While FBA products are generally eligible for the Prime badge, in FBM shipping and delivery speed are under the seller's control.
The choice between the two models is not bound to a single rule; it depends on product type, sales volume, profit margin, and the seller's operational capacity. Some sellers may even use both models together across different product groups. The rest of this guide focuses specifically on the logistics and customs dimension of FBA shipments from Türkiye to Europe.
Shipping from Türkiye to EU FBA Warehouses: Import and Customs
Products are shipped from Türkiye to FBA warehouses in Europe not as individual parcels but as consolidated freight. This shipment means the entry of the goods into the European Union; in other words, it is legally an import operation. The goods pass through EU customs and customs clearance must be carried out.
There is a critical point here: as a rule, Amazon does not act as the importer of record. In other words, the responsibility arising from the import of goods into the EU belongs not to Amazon but to the seller or its representative in Europe. The shipment must be planned so that Amazon receives the goods at the warehouse already imported and cleared through customs.
For this reason, shipping to FBA from Türkiye is not merely a transport task; it is a foreign trade process that encompasses import, customs clearance, and document management together. The following sections address two fundamental components of this process: the EORI number and VAT obligations.
EORI Number: The Identity Registration for Importing into the EU
The EORI (Economic Operators Registration and Identification) number is an identity registration used for customs operations in the EU. The party importing into the EU must hold this number; customs operations are carried out through it.
Because in FBA shipments the importer role rests with the seller or its representative, it should be clarified at the outset of the process in whose name and in which country the EORI number will be obtained. This is directly linked to who the import will belong to and how customs responsibility will be structured.
Since the conditions for EORI registration and which party needs to register can vary depending on the situation, it is advisable to work with a customs broker or financial advisor before setting up the structure.
VAT: The Rules Vary, Consult a Certified Public Accountant
In the EU, both sales and imports can give rise to VAT (Value Added Tax) obligations. Depending on the situation, VAT registration may be required in the relevant country. However, the rules in this area are neither fixed nor uniform.
VAT rates, registration thresholds, and special schemes (e.g., regulations such as OSS/IOSS) vary by country and the seller's specific situation; they can also change over time. For this reason, this guide deliberately does not provide any rate, threshold amount, or scheme detail.
To structure your VAT obligation correctly, always obtain up-to-date rate, threshold, and scheme information from your certified public accountant or tax advisor. Tax structuring is the most situation-specific part of the process in terms of both compliance and cost, and there is no one-size-fits-all answer.
FBA Prep: FNSKU Labels and Packaging
Products sent to FBA must be prepared in accordance with Amazon's inbound requirements. This preparation covers labeling products with the correct barcode (FNSKU), packaging them in compliance with the rules, and marking them.
The FNSKU (Fulfillment Network Stock Keeping Unit) is a barcode identifier that ties a product to the seller within Amazon's fulfillment network. If the labeling, packaging, and marking rules are not followed, the shipment may be rejected at the warehouse or lead to additional fees.
For this reason, the prep stage is a quality gate that must be completed before the shipment departs. Checking labels, box contents, and markings against Amazon's applicable inbound requirements reduces the rejections and delays that may occur at the warehouse.
The Role of the Freight Forwarder and the Delivery Terms (Incoterms)
A freight forwarder plans the transport from Türkiye to the FBA warehouse in the EU; it organizes the customs clearance coordination and the documents (commercial invoice, packing list, bill of lading). This allows the seller to handle many of the technical steps of the transport and customs process with a single point of contact.
In FBA shipments, choosing the delivery terms (Incoterms) correctly is critical. Because Amazon is not the importer, an arrangement in which the seller assumes the import and customs responsibility on the EU side is generally required; for example, DDP (Delivered Duty Paid) or DAP (Delivered at Place) structured with a representative in the EU. Which delivery term is appropriate is determined together with who will hold the importer role.
Forwardie organizes consolidated, customs-included shipments from Türkiye to Amazon Europe FBA warehouses. Starting to sell with your existing Türkiye company without setting up a company in Europe, as well as the procurement of official documents, is also within this scope; the store typically becomes ready to sell in about 3 weeks. Tax and registration obligations, however, as noted above, vary depending on the situation and should be assessed together with your certified public accountant.
Amazon FBA — Amazon FBM
| Amazon FBA | Amazon FBM |
|---|
| Storage | Products are stored in Amazon's fulfillment centers; you send your stock to Amazon's facility. | Products are kept in the seller's own warehouse or a warehouse they have contracted; the seller manages storage. |
| Packing and shipping | Amazon handles order picking, packing, and shipping. | When an order comes in, the seller does the packing and shipping themselves. |
| Returns management | Amazon handles the returns processes. | The seller manages returns themselves. |
| Prime eligibility | FBA products are generally eligible for the Prime badge. | Shipping and delivery speed are under the seller's control. |
| Operational control | Because most of the operational logistics sits with Amazon, the seller's direct control over the process is more limited; the seller manages stock shipments and listings. | Because storage, packing, shipping, and returns are with the seller, operational control rests with the seller. |
| Who it suits | It may suit sellers who want to hand over operational logistics to Amazon. The choice depends on product type, volume, margin, and operational capacity. | It may suit sellers who want to manage their own logistics or whose product/operational structure is suited to it. Again, the choice depends on product type, volume, margin, and operational capacity. |
Step by step
- Prepare your Amazon seller account and product listings: Prepare your seller account and product listings for the marketplace and products you will sell in Amazon Europe. In the FBA model, you manage stock shipments and listings; Amazon takes on the operational logistics, so it is important that product information and the stock plan are set up correctly from the start.
- Clarify the importer role and the EORI number: Because Amazon does not act as the importer of record, determine in whose name the import into the EU will be made and clarify which party will obtain the required EORI number and in which country. Structuring this step together with a customs broker or advisor reduces uncertainties in later stages.
- Assess your VAT obligation with a certified public accountant: Assess the VAT obligations that selling and importing in the EU may give rise to, any possible VAT registration, and any special schemes, together with your certified public accountant or tax advisor. Because rates, thresholds, and schemes vary by country and situation and can change over time, carry out this assessment with up-to-date information.
- Prepare products according to FBA prep rules: Label the products with the FNSKU barcode in accordance with Amazon's inbound requirements, and package and mark them in compliance with the rules. Because non-compliant shipments may be rejected at the warehouse or incur additional fees, complete this step before shipping.
- Plan the shipment and delivery terms with a freight forwarder: Work with a freight forwarder for the transport from Türkiye to the EU FBA warehouse, customs clearance, and documents (commercial invoice, packing list, bill of lading). Because Amazon is not the importer, determine, together with the forwarder, a delivery term (Incoterms; e.g., DDP or DAP with an EU representative) in which the seller assumes the import/customs responsibility.
- Track the warehouse check-in and make it ready for sale: After the goods are cleared through customs, they are delivered to the FBA warehouse, and once the warehouse check-in is complete, the products become ready for sale. When the shipment is organized with customs included, the store can typically become ready to sell in about 3 weeks.
Frequently Asked Questions
What is Amazon FBA?
Amazon FBA (Fulfillment by Amazon) is a model in which the seller stores their products in Amazon's fulfillment centers and Amazon handles the order picking, packing, shipping, and returns processes. The seller manages stock shipments and product listings, while Amazon takes on the operational logistics.
What is the difference between Amazon FBA and FBM?
In the FBM (Fulfillment by Merchant) model, the seller stores the products themselves, packs and ships orders themselves, and manages returns themselves; in FBA, Amazon does these. While FBA products are generally eligible for the Prime badge, in FBM shipping and delivery speed are under the seller's control. The choice between the two models depends on product type, volume, margin, and operational capacity.
Is shipping from Türkiye to Amazon Europe FBA an import, and does it go through customs?
Yes. Products are shipped from Türkiye to FBA warehouses in the EU as consolidated freight, and because this is the entry of the goods into the EU, it is an import operation. The goods pass through EU customs and customs clearance must be carried out.
Does Amazon become the importer of record for my goods?
No. As a rule, Amazon does not act as the importer of record. The responsibility arising from the import into the EU belongs to the seller or its representative in Europe; for this reason, the importer role and customs responsibility must be clarified before shipping.
Do I need to pay VAT to sell on Amazon Europe?
Selling and importing in the EU can give rise to VAT obligations depending on the situation, and VAT registration may be required in the relevant country. However, rates, thresholds, and special schemes (e.g., OSS/IOSS) vary by country and situation and can change over time. For this reason, you should consult your certified public accountant or tax advisor for up-to-date rate, threshold, and scheme information.
Can I start selling with my Türkiye company without setting up a company in Europe?
It is possible to start selling with your existing Türkiye company without setting up a company in Europe. Forwardie organizes consolidated, customs-included shipments from Türkiye to Amazon Europe FBA warehouses and the procurement of official documents; the store typically becomes ready to sell in about 3 weeks. Because your tax and registration obligations may vary depending on the situation, assess these matters with your certified public accountant.
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