Selling on Amazon is one of the most effective ways for brands to grow on a global scale.
However, the most critical question is this:
Which market should you start selling in?
The European, US, and Canadian markets differ significantly in terms of opportunities, costs, and legal requirements.
As an Amazon Partner, Marker Groupe helps brands make this decision not based on the perception of “big markets,” but on strategic, operational, and financial realities.
A General Overview of Amazon Marketplaces
Amazon’s global structure turns each country into a separate ecosystem:
- Different tax systems
- Varying logistics costs
- Levels of competition
- Legal obligations
- Consumer behaviors
For this reason, simply saying “I sell on Amazon” is not enough.
Success requires being in the right market, with the right product, and the right strategy.
Amazon US Marketplace: High Competition, High Potential
The United States is Amazon’s birthplace and its largest market by volume.
Advantages
- Massive consumer base
- Single language, single market structure
- Less bureaucracy compared to Europe
- Strong brand-building and scaling opportunities
Challenges
- Extremely high competition
- Rising advertising costs
- Visibility becomes difficult without proper positioning
Who Is It Suitable For?
Mid-sized and large brands with global ambitions and the ability to manage advertising budgets can find the US market a powerful starting point.
Amazon Canada Marketplace: Balanced and Manageable
Although often overlooked, the Canadian market offers strategic advantages.
Advantages
- Lower competition compared to the US
- Primarily English-speaking market
- More accessible advertising costs
- Ideal environment for product testing
Challenges
- Smaller market size than the US
- Logistics and inventory planning must be carefully managed
Who Is It Suitable For?
Canada is highly efficient for brands entering Amazon for the first time, businesses looking to test products, and companies aiming for controlled growth.
Europe & UK Amazon Marketplaces: A Challenging Start for SMEs
While Europe and the UK may appear attractive on the surface, they present serious operational barriers—especially for small and medium-sized businesses.
Key Challenges
- Mandatory Amazon Responsible Person requirement
- Multiple VAT and tax processes
- Country-specific regulatory differences
- Complex logistics and return management
This structure increases initial costs and operational workload.
Therefore, Europe and the UK are generally more suitable for brands that have already reached a certain scale and possess strong operational capabilities. They are not recommended as a first step for SMEs.
Which Products Perform Better in Which Markets?
At Marker Groupe, our approach is market-fit oriented, not product-name driven.
General Strategic Framework
- High price-competition products → Canada or the US
- Premium branding and positioning goals → US
- Regulation-sensitive product categories → Europe requires careful analysis
What matters most is not the product name, but its price, demand, competition, and operational compatibility.
Why Strategic Consulting Is Essential
Selling on Amazon is not just about opening a store.
To succeed, the following questions must have clear answers:
- Which market should we start with?
- How should the advertising budget be structured?
- Which logistics model should be used?
- How can account health and sustainability be maintained?
At Marker Groupe, we provide end-to-end Amazon consulting, including:
- Market selection
- Account setup and management
- Advertising and growth strategies
- Operational risk analysis
The Right Market, The Right Strategy
There is no single “best country” for success on Amazon.
There is only the right market for the right brand, goal, and scale.
- Rapid growth → US
- Balanced and controlled entry → Canada
- Corporate and advanced structures → Europe & UK
Doğru karar, doğru analizle alınır.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
