Amazon Trading for Chinese Entrepreneurs in Italy: A Complete Guide to Entering and Succeeding in the Italian E-Commerce Market

Italy has become one of Europe’s fastest-growing e-commerce markets, with millions of active online shoppers and growing consumer confidence in platforms such as Amazon. For Chinese entrepreneurs, Italy is a strategically important gateway to the European Union, offering access to not only Italian buyers, but also the wider Amazon EU network, which includes Germany, France, Spain, the Netherlands, Poland and Sweden.

Amazon.it is a well-established yet highly accessible marketplace for international sellers. Backed by strong manufacturing connections, competitive pricing and agile product development, Chinese entrepreneurs are well-placed to succeed – provided they understand Italy’s regulatory environment, tax requirements and logistical dynamics.

This article explains everything Chinese entrepreneurs need to know about selling on Amazon Italy, from setting up a business and complying with regulations to logistics, product selection, and the advantages of operating from within the EU.

Why Italy Is an Attractive Market for Chinese Amazon Sellers

Italy has emerged as one of the most attractive e-commerce markets in Europe, combining strong consumer demand with a marketplace where international sellers can achieve rapid growth. For Chinese entrepreneurs, Italy is a major national market and a gateway to the entire European Union. Once established on Amazon Italy, sellers can immediately expand across all connected Amazon EU platforms, effectively multiplying their customer base without the need for separate registrations or accounts.

The Italian e-commerce ecosystem has been shaped by several macroeconomic and cultural trends. Over the past decade, Italian consumers have shifted decisively towards online shopping. Initially, this transformation lagged behind northern European markets such as Germany and the United Kingdom. However, in recent years there has been accelerated digital adoption, increased trust in online transactions and widespread use of mobile shopping. Many Italian households now rely on Amazon as their primary e-commerce platform, appreciating the convenience of fast shipping, reliable delivery guarantees and a wide range of products. This habitual use of Amazon creates a stable and predictable sales environment for sellers who invest in the market.

Another key factor is Italy’s preference for practical, high-quality products offered at competitive prices – an area in which Chinese sellers have traditionally excelled. Chinese entrepreneurs often have strong relationships with manufacturers, enabling them to offer attractive prices without compromising on product quality. This gives them a strong position in categories that are highly popular among Italian consumers, such as household essentials, kitchen accessories, smart home devices, personal care items and electronic peripherals. Furthermore, while Italian buyers are price-sensitive, they are also brand-loyal if a seller consistently meets their expectations. This means that Chinese companies that successfully establish a brand identity on Amazon Italy often enjoy repeat business and long-term customer relationships.

Italy’s strategic role within the European Union also enhances its appeal. By selling on Amazon Italy, entrepreneurs gain indirect access to a consumer market of over 400 million people. Amazon’s integrated European fulfilment system enables sellers to stock inventory in Italy while reaching consumers in Spain, France, Germany, the Netherlands, Poland and other EU countries with minimal logistical adjustments. This offers significant scalability: a product validated in Italy can be quickly expanded across Europe using the same listings, advertising strategy and operational structure.

Finally, while detailed, Italy’s regulatory environment is transparent and manageable with the right support. The combination of EU-wide consumer protection laws, standardised VAT rules and harmonised product safety regulations creates a more predictable legal framework than other global markets. For Chinese entrepreneurs, this reduces risk and provides a clear roadmap for compliant operations. Once properly registered for VAT, with an EORI number and meeting EU product conformity requirements, sellers are well-positioned to operate across the entire region with confidence.

Italy is attractive not only because of its growing digital market, but also because it serves as a strategic gateway to the wider European e-commerce ecosystem. Sellers who enter Italy with a structured plan, a solid foundation of compliance, and a product strategy tailored to local consumers can achieve significant and sustained success.

Legal requirements – business structure, VAT and compliance in Italy

Entering the Italian Amazon marketplace requires careful preparation, particularly for Chinese entrepreneurs who are navigating both European and Italian regulatory frameworks for the first time. As an EU Member State, Italy operates within a harmonised system of customs, tax and product compliance rules. This means that meeting the formal requirements in Italy enables smooth trading across all Amazon EU platforms. However, each step must be executed correctly. Failure to comply with VAT rules, product safety standards or identity verification procedures can result in account suspension, customs seizures or substantial delays, all of which can have a severe impact on operations and Amazon rankings.

The first major consideration is determining the appropriate business structure. Chinese sellers can operate through a mainland Chinese company, a Hong Kong entity, or a newly formed European company. Each option has its own implications. Operating through an existing Chinese company is often the fastest route, but it can complicate tax registrations and banking verifications with Amazon. Hong Kong companies remain popular due to their reputation in international trade and the ease with which global payment accounts can be opened, while establishing a company in an EU country-whether Italy, Estonia, the Czech Republic, Cyprus or Ireland-offers the highest level of administrative simplicity and trust for Amazon’s internal review systems. EU companies also tend to facilitate VAT compliance, the opening of local bank accounts, and the engagement of third-party logistics providers within Europe.

Regardless of the chosen structure, VAT registration is a central requirement for anyone selling into Italy. Amazon increasingly demands a valid VAT number before allowing a seller to use its warehousing services or access certain marketplace features. When goods are imported into Italy and stored in local warehouses, the obligation to register for VAT arises immediately. Even sellers who do not store goods in Italy, but instead ship from China, may trigger VAT obligations once their turnover exceeds the local distance-selling threshold, or if they join Amazon’s Pan-EU FBA network, which distributes inventory to multiple EU countries. VAT compliance is not merely a formality: it encompasses periodic VAT returns, proper bookkeeping, digital archiving of invoices and adherence to Italy’s evolving electronic reporting requirements. The Italian tax authorities pay particular attention to sellers operating from outside the EU, and any inconsistencies can lead to audits or the immediate suspension of VAT numbers. This, in turn, affects the health of Amazon accounts.

An EORI number is also essential for customs operations. It acts as the trader’s identification code within the EU customs system and must be obtained before goods can be cleared into the Union. Without an EORI number, shipments risk being held up by customs indefinitely. While the number does not need to be obtained in Italy specifically, many Chinese sellers prefer to request it in the same country where they intend to register for VAT, to ensure smoother administrative coordination.

Product compliance is another important issue for Chinese entrepreneurs. Italy enforces the full range of EU product regulations, meaning any products listed on Amazon must adhere to European safety, labelling and documentation standards. This includes CE marking for electronics, toys, machinery and other regulated items, REACH compliance for chemicals, cosmetics, jewellery and accessories, and adherence to sector-specific directives for products such as food supplements, personal care goods and electrical devices. Documentation such as declarations of conformity, laboratory testing reports and technical files must be prepared in advance, as Amazon increasingly requests these documents during routine compliance audits. Failure to produce them promptly often results in listings being removed or accounts being restricted.

Language requirements should not be overlooked. While the EU does not require Italian labels for all products, Italy does require Italian-language safety instructions, warnings or product descriptions for various items, particularly those used in everyday life. This includes toys, electronic devices, home appliances, and personal care products. Correct translation is vital not only for compliance, but also for building customer trust and minimising returns.

Account verification procedures form the final layer of regulatory preparation. Amazon’s compliance system has become significantly more robust in recent years, particularly with regard to non-EU sellers. Entrepreneurs must provide clear documentation, including business registration certificates, shareholder structures, identification documents for responsible individuals, proof of bank accounts, and, in some cases, supplier invoices or commercial contracts. Amazon may review these documents multiple times, and discrepancies in translation, formatting, or authenticity may delay or jeopardise account approval. Having a well-prepared documentation package is therefore essential to avoid interruptions.

Compliance in Italy is straightforward when approached systematically. However, the interplay between tax, customs, product regulations, and Amazon’s internal policies can make it complex. Chinese entrepreneurs who invest in proper legal structuring, accurate VAT and EORI registration, and thorough product compliance documentation can operate seamlessly not only in Italy, but across the entire European market.

Opening an Amazon Italy Seller Account as a Chinese Entrepreneur

This is a structured process that requires accuracy, transparency and full readiness with supporting documentation. Although Amazon presents itself as an accessible platform for global sellers, its internal verification procedures have become significantly more stringent, especially for non-EU entrepreneurs. Those who prepare thoroughly and understand Amazon’s expectations from the outset are far more likely to complete the onboarding process smoothly and avoid future issues that could affect sales performance.

The process begins on the Amazon Seller Central platform, where the entrepreneur must select the ‘Professional’ seller option and complete the identity verification process. Amazon then evaluates the legitimacy of the business, the authenticity of its representatives, and the reliability of its financial channels. The seller must provide detailed information about the company’s legal structure, including its official registered name, operating address, date of incorporation and governing jurisdiction. Amazon uses this information to cross-reference international corporate databases, and any inconsistencies – such as outdated records, mismatched translations, or discrepancies between the business licence and the submitted address proof – can trigger a manual review that can delay approval significantly.

Personal identity verification is equally important. Amazon requires the legal representative’s passport or national ID, along with supporting documents that confirm their residential address. For Chinese entrepreneurs, this often involves submitting a notarised or clearly translated version of the identification document to ensure that Amazon’s systems can verify all the details correctly. Even minor variations, such as differences in the transliteration of Chinese names or inconsistencies in address formatting, can cause Amazon to request additional evidence or reject the submission outright. Therefore, it is essential to ensure absolute consistency across all personal and corporate documents.

A reliable and verifiable banking solution is another cornerstone of Amazon account creation. Amazon conducts detailed checks on the bank account linked to receive payments, verifying the legitimacy of the financial institution and confirming that the account holder is the registered business owner. Chinese sellers often use recognised global payment solutions such as Payoneer, WorldFirst, Airwallex and PingPong, which are designed to meet Amazon’s verification standards. These intermediary services provide European or US bank account details, enabling sellers to receive payments and convert funds into RMB or other currencies efficiently. However, Amazon still requires sellers to demonstrate that their payment solution is genuinely tied to their registered business entity. Any discrepancy, such as a mismatch between the company name and the payout account, will result in a payout being blocked until the issue is resolved.

VAT registration is critical when setting up an Amazon Italy account, particularly for sellers who intend to store inventory in Italian fulfilment centres or participate in Amazon’s Pan-EU FBA programme. Amazon increasingly requests proof of VAT registration before enabling product listings or shipment of goods to its European warehouses. This means that entrepreneurs should complete VAT registration in advance and be prepared to submit digital copies of the certificate. Additionally, Amazon may request proof of EORI registration if it detects that the seller intends to import goods into the European Union. Having both documents ready simplifies the onboarding process and signals to Amazon that the seller is fully compliant with EU tax and customs obligations.

Once basic verification is complete, Amazon may conduct supplementary checks. These may include requests for supplier invoices, contracts with manufacturers, details of logistics arrangements or shipping documentation. These additional reviews are common for new non-EU sellers and are a measure to prevent fraudulent activity. Therefore, it is advisable for Chinese entrepreneurs to maintain organised records of procurement and supply-chain arrangements. Presenting clear, verifiable information reassures Amazon that the seller operates a legitimate, transparent business, thereby increasing account trustworthiness.

The final stage involves listing the first products. At this stage, Amazon will evaluate the seller’s compliance posture once more, reviewing the product category, brand status and any potential restrictions. Listings for certain categories, such as electronics, toys, supplements or beauty products, trigger additional compliance requests. Sellers must be prepared to submit conformity documentation, laboratory test results or brand authorisations if required. Having these materials prepared in advance avoids delays in publishing listings and reduces the likelihood of negative account health indicators.

Successfully opening an Amazon Italy account is not just an administrative task; it establishes the basis for long-term operational stability on the platform. A well-organised, well-documented approach ensures that Amazon’s automated systems recognise the seller as compliant and trustworthy. This results in fewer interruptions, faster product approvals and smoother scaling across the wider European marketplace.

Logistics and fulfilment options in Italy

A well-designed logistics strategy is fundamental for success on Amazon Italy. For Chinese entrepreneurs, logistics represent far more than simply transporting goods from China to Europe: they affect delivery speed, customer satisfaction, product ranking, operational costs and, ultimately, the long-term viability of the business. Italy offers several fulfilment pathways, each with its own implications for taxation, customs, delivery performance and marketplace positioning. Understanding these nuances enables sellers to structure their operations in a way that is both compliant and commercially advantageous.

The most widely adopted model for entering the Italian market is Amazon FBA (Fulfillment by Amazon). Under this system, entrepreneurs send their products directly to Amazon’s Italian warehouses, where Amazon is responsible for storage, packaging, delivery and customer returns. FBA dramatically improves customer trust because products fulfilled by Amazon automatically become eligible for the Prime badge, a decisive factor for Italian buyers who increasingly expect rapid and reliable shipping. From a commercial perspective, FBA also increases the likelihood of winning the Buy Box, particularly in competitive categories. However, this convenience comes with important regulatory obligations: sellers storing goods in Italian fulfilment centres must register for Italian VAT, submit regular returns and maintain proper invoicing records. Failure to fulfil these obligations, even unintentionally, can result in VAT penalties or restrictions on the Amazon account. Therefore, the operational efficiency of FBA must be balanced with disciplined compliance.

A more advanced version of FBA is the Pan-European Fulfillment Network (Pan-EU), which allows sellers to store inventory in multiple Amazon warehouses across Europe. Once activated, Amazon automatically redistributes goods from Italy to other high-demand countries such as Germany, France or Spain. This results in significantly faster delivery times and stronger customer conversion rates across the EU. The Pan-EU system also reduces per-unit fulfilment costs because Amazon optimises storage and shipping internally. However, it introduces a more complex tax structure. Sellers must obtain local VAT registrations in each country in which Amazon stores their products, including Germany, France, Spain, Poland and the Czech Republic. While this multi-country compliance framework requires careful management, it also unlocks substantial sales potential across the continent. Many high-growth sellers treat Pan-EU as a second phase of expansion, activating it only after they have validated their core product portfolio and stabilised their cash flow.

In contrast to FBA, some entrepreneurs opt for the FBM (Fulfillment by Merchant) model, whereby sellers store inventory in their own warehouse or with a European third-party logistics provider (3PL). FBM can be advantageous for oversized products, custom-made goods or slow-moving categories, where Amazon’s storage fees could become excessive. FBM offers greater flexibility in terms of packaging, branding, and inventory control. However, it requires sellers to oversee the entire fulfilment process, including customer service and returns management. Delivery times are often longer than with FBA and products rarely qualify for Prime, which could impact conversion rates. FBM is best suited to entrepreneurs who already have a well-organised logistics infrastructure or who focus on niche categories where speed is less critical.

Regardless of the fulfilment model chosen, importing goods into Italy must be handled strategically. Most sellers work with freight forwarders who can manage customs clearance, documentation and transport from Chinese manufacturing hubs such as Shenzhen, Ningbo, Yiwu or Guangzhou. Goods can be delivered by air freight for speed-sensitive launches, by sea freight for larger volumes or lower-margin products, or by rail for an alternative that balances cost and speed. Each method affects cash flow differently. Air freight enables quick market entry, but reduces margins. In contrast, sea freight increases profitability, but requires more detailed forecasting to prevent stockouts. Accurate forecasting is even more critical on Amazon, where inventory shortages can lead to a drop in product ranking and higher advertising costs once the listing is active again.

Customs clearance is another area that requires precision. Italian customs authorities examine shipment values, product classifications, safety documentation and EORI information. Incorrect HS codes, undervalued invoices or missing conformity documents can result in delays, fines or even the confiscation of goods. Chinese sellers must ensure that all regulatory materials, such as CE certificates, test reports, packing lists and commercial invoices, are correctly prepared and align with the product being shipped. A smooth customs experience protects the shipment and stabilises the seller’s supply cycle.

Finally, the logistics framework must remain flexible. Consumer demand on Amazon can shift rapidly, especially during seasonal peaks such as Christmas, Black Friday, and Italy’s summer holiday period. Sellers who maintain close communication with freight partners, monitor inventory in real time and use Amazon’s forecasting tools are better positioned to scale up. A sustained flow of inventory ensures consistent delivery times, stable product rankings and fewer disruptions to advertising performance.

Logistics for Amazon Italy involves a sophisticated interplay of delivery speed, tax compliance, inventory planning and operational efficiency. Chinese entrepreneurs who treat logistics as a strategic function rather than a mere operational necessity gain a decisive competitive advantage and lay the groundwork for long-term success across the European market.

Product selection for the Italian market

Success on Amazon Italy hinges on selecting the right products. While Chinese entrepreneurs often have manufacturing advantages and competitive pricing, selecting products that genuinely resonate with Italian consumers requires a localised, research-driven approach. Italy is not merely an extension of Amazon Germany or Spain; it is a distinct market with its own preferences, aesthetic sensibilities and consumer expectations. Understanding these nuances is essential for building a sustainable and profitable product portfolio.

Italian consumers often favour products that combine practicality with visual appeal. Home and kitchen items, electronic accessories, beauty products, small household appliances and personal care tools tend to perform particularly well, as these categories align with everyday needs. However, successful listings are distinguished not simply by offering these products, but by offering versions that reflect Italian taste. They generally prefer clean designs, neutral or warm colour palettes, durable materials and thoughtful packaging. For example, a kitchen utensil set that sells adequately across multiple EU markets is likely to succeed in Italy only if it reflects the elegance and simplicity deeply rooted in the Italian tradition of combining function with style.

Market research is indispensable. Sellers must analyse consumer behaviour using Amazon-specific tools to observe keyword demand, pricing patterns, bestseller rankings and customer reviews. This research reveals not only what consumers buy, but also why they buy it. Reviews often highlight issues such as insufficient durability, confusing instructions or unattractive packaging – problems that can be solved during product development. The most successful Chinese sellers on Amazon Italy are those who interpret such insights and make small yet meaningful improvements to their products before entering the market. These improvements differentiate their listings from those of commodity-level competitors, contributing to positive customer feedback, which is central to long-term ranking performance.

Cultural considerations also play a significant role. For example, Italians value craftsmanship and authenticity, even when purchasing mass-produced goods online. Products that present themselves as thoughtful, well-made and reliable tend to receive more positive reviews. Items associated with lifestyle, such as home décor, fitness accessories, personal fashion accessories or wellness-related goods, tend to benefit from storytelling and well-presented branding. Sellers who invest in high-quality photography, lifestyle imagery and Italian-language product descriptions can significantly improve their conversion rates. Poorly translated or generic listing text is instantly noticeable and can severely undermine customer trust.

Practical factors also influence selection. Products should be chosen with logistics and compliance in mind. Items that are fragile, oversized or subject to stringent EU regulations may pose a higher operational risk. For example, an apparently profitable investment in beauty devices or children’s toys can become problematic if CE certification is incomplete or if labelling requirements are not fully met. Conversely, small, durable, low-risk items with consistent demand, such as household accessories, fitness bands, organisers and electronic peripherals, offer a simpler path to entry and more predictable cash flow.

Competition is another factor that demands strategic evaluation. While the Italian Amazon market is less saturated than markets such as Germany or the United States, many categories still contain dominant players. Sellers must identify niches where demand is high but competition remains moderate, enabling them to grow steadily without resorting to unsustainable pricing strategies. Competitor listings should be examined carefully to identify gaps, such as missing features, insufficient customer support or quality issues, that can be addressed in the seller’s own product offerings.

Finally, product quality must not be compromised. Italian consumers tend to leave detailed reviews and are quick to criticise poor workmanship or misleading descriptions. A high return rate or negative feedback can significantly harm product ranking and attract closer scrutiny of the account from Amazon. Therefore, conducting thorough quality control, working closely with manufacturers and testing samples before mass production are all essential steps in preserving the seller’s reputation.

Ultimately, choosing the right products for Amazon Italy requires a blend of market knowledge, cultural sensitivity, logistical planning and regulatory awareness. Chinese entrepreneurs who focus on long-term brand potential rather than short-term sales spikes establish listings that grow consistently and naturally expand into other European marketplaces.

Creating Optimised Amazon Listings for Italian Buyers

Once the legal structure has been established and the product strategy clearly defined, the next decisive factor in achieving success on Amazon Italy is creating high-quality, fully optimised listings. This step is often underestimated by Chinese entrepreneurs, yet it is one of the most influential drivers of conversion rates, customer satisfaction, and long-term ranking stability. Italian consumers are discerning and attentive to detail, and they expect clear, aesthetically appealing product presentations. Consequently, a well-structured listing can mean the difference between a product merely appearing on Amazon and one that consistently attracts and converts buyers.

The foundation of a successful listing is the product title. Italian buyers expect clarity, accuracy and coherence. A title that is overloaded with keywords or that is written in unnatural Italian will undermine trust and indicate that the seller may not be familiar with the local market. Instead, sellers should craft titles that communicate the product’s essential attributes-its purpose, key features, size, and compatibility-using fluent Italian phrasing and terms that reflect actual search behaviour. This requires more than simple translation; it demands an understanding of how Italian users search for products online, which can differ significantly from English-speaking markets.

Product descriptions and bullet points require equal attention, even though they are hidden behind dropdowns on mobile. Italian consumers are accustomed to reading complete, well-structured sentences and often expect a narrative that guides them through the product’s benefits, usage scenarios, materials and advantages over alternatives. Descriptions written in poor or automated Italian reduce conversion rates and trigger suspicion about the quality of the product itself. Sellers who invest in professional localisation rather than literal translation typically see immediate improvements in engagement and sales. The text should anticipate questions, reduce uncertainty and reassure customers about safety, durability, ease of use and included components.

Visual presentation carries enormous weight in Italy, a country with a deep cultural appreciation of design and aesthetics. High-quality product photography is not optional, but essential. Images should be bright, clear and professionally arranged, showing the product from multiple angles and in real-life usage environments. Lifestyle imagery is particularly persuasive for Italian buyers, who respond well to visuals demonstrating how the product fits into everyday life, whether in the kitchen, living room, office or outdoors. Videos can further enhance understanding and quickly elevate trust, especially for products that require demonstration, assembly, or comparative explanation.

A+ Content (formerly Enhanced Brand Content) is another valuable resource for trademarked products registered with Amazon Brand Registry. This feature enables entrepreneurs to enhance their listings with structured layouts, detailed graphics, comparison charts and professionally presented text. For Chinese sellers looking to establish a long-term brand presence in Italy, A+ Content provides an opportunity to demonstrate professionalism, share the brand story, and emphasise unique product features. Italian consumers tend to reward this level of presentation with increased loyalty and repeat purchases, particularly in lifestyle and household categories.

Keywords play a silent but decisive role in listing visibility. However, Italian search habits often differ from those in other European countries, so sellers must rely on data rather than assumptions to determine which terms to target. Using tools such as Helium 10 or Jungle Scout to conduct keyword research ensures that the listing aligns with what customers actually search for rather than what the seller believes they search for. Keywords should be integrated properly so that they feel natural and unobtrusive; excessive keyword stuffing often results in algorithmic penalties and lower conversion rates due to awkward phrasing.

Trust and credibility also depend on providing accurate measurements, maintenance instructions, safety information and warranty conditions. Italian buyers appreciate transparency, and providing this information can reduce return rates. Returns are not just an inconvenience; they also increase operational costs and destabilise listing performance. If they are frequent, they may even trigger Amazon’s internal quality warnings. Clear and thorough product information minimises misunderstandings and builds customer confidence.

Finally, ongoing listing maintenance is essential. The competitive landscape on Amazon Italy evolves rapidly. Sellers should continuously monitor customer reviews, identify recurring concerns and adjust product descriptions or images accordingly. Negative feedback should not be ignored as it provides direct insight into consumer expectations and reveals opportunities for improvement in product design or presentation. Listings that reflect customer feedback tend to rank higher over time, demonstrating a commitment to quality and customer satisfaction.

In essence, creating optimised listings for Amazon Italy is a creative and strategic process. It requires linguistic accuracy, cultural awareness, data-driven keyword planning and a commitment to visual excellence. Chinese entrepreneurs who invest in this process create listings that attract Italian consumers and sustain strong performance in an increasingly competitive marketplace.

Taxes, accounting and regulatory reporting in Italy

Entering the Italian Amazon marketplace means operating in one of the most structured and regulated tax environments in the European Union. The country enforces its tax and reporting obligations with considerable precision, so non-EU sellers must be fully aware of the rules to avoid penalties, account suspensions or customs delays. Tax compliance in Italy is not just an administrative requirement, but an operational foundation affecting every aspect of Amazon performance, from warehouse eligibility to account stability.

The core obligation for any seller trading goods in Italy is VAT compliance. VAT is applied to almost all products sold to Italian consumers, and Amazon expects sellers to manage their VAT obligations proactively. Once a seller stores goods in Italy through FBA or imports items into the country, they are legally required to register for Italian VAT. This requirement applies regardless of whether the business is based in China, Hong Kong, or elsewhere. Obtaining a VAT number enables sellers to issue valid invoices, reclaim input VAT when appropriate and submit periodic declarations demonstrating transparent trading activity to Italian tax authorities.

However, VAT compliance extends far beyond the initial registration. Italian authorities require regular VAT returns, typically filed quarterly or monthly depending on the seller’s turnover. These returns must accurately reflect sales made through Amazon, VAT charged and paid on imports, and any adjustments linked to customer returns or refunds. Italian tax authorities employ robust digital monitoring systems that cross-reference Amazon’s marketplace data with declared VAT. Discrepancies, even unintentional ones, can result in penalties or trigger formal audits. For Chinese entrepreneurs who are unfamiliar with EU accounting practices, seeking professional oversight is essential in order to maintain accurate records and avoid making costly mistakes.

Another aspect of Italy’s tax system is the obligation to issue electronic invoices via the SDI (Sistema di Interscambio) platform. While this obligation primarily applies to companies established in Italy, it is also having an increasing influence on foreign sellers who wish to maintain seamless operations. Italian consumers, logistics providers and marketplaces are gradually integrating electronic invoicing as standard. Sellers operating through an Italian company must therefore ensure their accounting system can generate and transmit compliant electronic invoices in XML format. This requires the use of specialised software or collaboration with accounting firms that are familiar with Italy’s digital invoicing ecosystem.

In addition to VAT, sellers must consider Intrastat reporting, which applies to goods moved between EU member states. Chinese entrepreneurs using Amazon’s Pan-EU network may find that their products are redistributed from Italy to other European warehouses, or shipped back into Italy from another EU country. Each such movement may trigger Intrastat declarations, which are statistical and fiscal reports required by Italian customs authorities. Although these filings do not involve tax payments, they are mandatory for the proper monitoring of cross-border trade. Failure to comply can result in administrative difficulties and increased scrutiny from tax authorities and Amazon’s internal compliance department.

Corporate tax obligations vary depending on the seller’s business structure. Entrepreneurs operating through a Chinese or Hong Kong company remain subject to their home jurisdiction’s corporate tax rules; however, they must ensure that all EU-based financial activities are clearly recorded and traceable. Those who choose to establish an Italian or EU company must comply with local corporate tax rules and annual financial statements. With certain structures, they are also required to maintain mandatory bookkeeping in accordance with EU accounting standards. While these requirements introduce an additional layer of complexity, they often offer greater credibility and operational flexibility, particularly for sellers interested in long-term EU expansion.

Customs duties also form part of the broader tax environment. When goods arrive at Italian ports or logistics centres, customs authorities verify declared values, HS codes and supporting documentation. Any inaccuracies in customs declarations can lead to delays, administrative penalties, or the reclassification of goods into higher-duty categories. A precise and well-organised customs process reduces friction and ensures that inventory reaches Amazon warehouses on schedule, which directly affects Amazon rankings and customer availability.

In practical terms, maintaining compliance in Italy requires consistent coordination between sellers, their logistics partners and their accountants. Amazon operates under a strict performance system, and tax issues can have serious operational repercussions. For example, a suspended VAT number may cause Amazon to block shipments to FBA centres or prevent listings from remaining active. Missed VAT returns may result in automatic notifications being sent to Amazon’s regulatory compliance team, which could lead to warnings regarding account health or even temporary deactivation. Therefore, tax compliance in Italy is inextricably linked to commercial performance on the platform.

In conclusion, tax and regulatory reporting in Italy form a complex yet navigable system that rewards preparation and disciplined management. Chinese entrepreneurs who treat these obligations as part of their strategic plan rather than a secondary task can operate with confidence, minimise regulatory risk and maintain stable performance on Amazon. With the right professional support, compliance becomes a predictable and manageable part of a long-term European e-commerce strategy, rather than an obstacle to operations.

Amazon warehouse locations in Italy: What Chinese entrepreneurs need to know

One of the most important operational issues when planning to sell on Amazon Italy is knowing where your inventory will be stored and how this will affect your logistics, tax obligations and delivery performance. Amazon’s fulfilment network in Italy comprises multiple warehouses (fulfilment centres) located across key logistics hubs. Selecting the correct warehouse-or understanding how the process works-is a vital part of your strategy.

Key warehouse locations

Several of the major Amazon fulfilment centres in Italy include:

• MXP5, located at Strada Dogana Po 2U, 29015 Castel San Giovanni (Province of Piacenza, Emilia-Romagna), which is one of the earliest and largest centres in Italy.
• The FCO1 facility is located at Via della Meccanica 4, 02032 Passo Corese (Province of Rieti, Lazio), near Rome. Eurofiscalis International+1
• The MXP3 facility is located at Via Rita Levi Montalcini 2, 13100 Vercelli (Piedmont region).
• Additional warehouses are distributed across Lombardy, Veneto, Piedmont and central Italy.

Why warehouse location matters

Warehouse location matters for several key reasons:

1. Delivery performance. Having inventory in Italian fulfilment centres means that your products can reach Italian customers quickly, often within “Prime-eligible” timeframes. This enhances buyer trust and conversion rates, and can improve your ranking on Amazon Italy.
2. Logistics costs and lead time: Shipping from China to Italy involves planning for freight, customs and delivery to the Amazon warehouse. If your inventory is sent to a warehouse far from your chosen freight entry point, your transit time and costs may increase. Knowing which warehouse to send stock to helps you design cost-effective shipping routes.
3. Tax and compliance implications: If you store goods in an Italian warehouse (i.e. one of Amazon’s fulfilment centres in Italy), this triggers Italian VAT registration requirements, inventory declarations and EU product compliance obligations. Failure to comply with these requirements can lead to regulatory risk. As your goods are physically located in Italy (or may be distributed from there within the EU network), the Italian tax authorities and Amazon may consider you to be active in Italy for VAT, customs and product regulation purposes.
4. Pan-EU distribution. Some of Amazon’s Italian fulfilment centres are part of the Pan-European network. This means that, even if you send inventory to Italy, Amazon may relocate it to other warehouses across Europe based on demand and your enrolment in Pan-European FBA. Knowing which Italian fulfilment centres are part of this network can help you to plan for multi-country VAT registrations, changes in fulfilment costs, and inventory flows.

What you should do:

Before shipping your first batch of inventory to an Italian Amazon warehouse, you should determine the following:

1. Which fulfilment centre Amazon has assigned to you (Amazon’s shipping plan will specify the warehouse code and address).
2. Whether that warehouse is in a region with strong demand for your product category and access to efficient freight routes from China or your logistics base.
3. Whether the warehouse is part of Amazon’s Pan-EU distribution, which may trigger additional VAT jurisdictions.
4. You must also ensure that you have completed the required Italian VAT registration, EORI number and product compliance documentation, as your goods will physically enter Italy and may remain there for some time.
5. You should also consider how quickly you can replenish stock, given the transit time to Italy and Amazon’s internal redistribution within the EU. Stockouts can damage your ranking and visibility.

How does RUE support Chinese entrepreneurs selling on Amazon Italy?

For Chinese entrepreneurs entering the Italian and wider European e-commerce markets, understanding the legal, tax and compliance landscape can be as challenging as the commercial aspects of selling on Amazon itself. The combination of strict EU regulations, Italy’s detailed tax environment and Amazon’s increasingly rigorous verification and compliance procedures means that even experienced sellers can encounter unforeseen obstacles. Regulated United Europe (RUE) is designed to eliminate these barriers by providing structured, end-to-end support tailored specifically to the needs of cross-border e-commerce businesses.

At the core of our services is establishing the right business structure. Chinese entrepreneurs often struggle to decide whether to operate through a domestic Chinese entity, a Hong Kong company, or an EU-based company. Each option has implications for VAT registration, banking relationships, customs clearance and Amazon trust scoring. RUE offers precise, jurisdiction-specific guidance to help clients choose the most efficient structure based on their long-term goals, target marketplaces, and logistical strategy. If an EU company is recommended, we handle the entire incorporation process, including corporate documentation, tax registration, provision of a registered address, and shareholder compliance.

VAT and EORI registrations are another essential cornerstone of Amazon Italy operations. Sellers who store goods in Italian fulfilment centres or participate in Amazon’s Pan-EU network must maintain active VAT numbers in Italy and potentially other EU countries. RUE manages the entire VAT lifecycle, including registration, ongoing filings, structuring financial records, handling invoice requirements and communicating with Italian tax authorities. As authorities frequently cross-check data with Amazon’s internal records, accuracy is paramount; even minor discrepancies can result in audits or account restrictions. Our specialised VAT team ensures that declarations are filed correctly and on time, thereby eliminating the risks often faced by non-EU entrepreneurs who are unfamiliar with European tax systems.

Customs and product compliance present another layer of complexity. EU regulations require strict adherence to product safety rules, including CE marking for electronics and toys, REACH compliance for chemical-based products, labelling standards and Italian-language warnings or instructions for certain categories. Errors in these areas can result in goods being held at customs, listings being removed by Amazon or regulatory penalties being issued. RUE assists clients by reviewing product categories, identifying the necessary conformity documentation and connecting them with accredited testing laboratories. We also assemble technical files that satisfy both EU authorities and Amazon’s compliance teams. Our support ensures that goods pass customs smoothly and maintain long-term listing stability.

Setting up an Amazon account and managing compliance are areas where Chinese entrepreneurs often encounter difficulties. Amazon’s verification procedures demand accurate, consistent and well-prepared documentation. Incomplete submissions can delay account approval or lead to repeated requests from Amazon’s internal compliance department. RUE prepares a professionally organised documentation package that includes company records, identification documents, bank account proof, supplier invoices and any required certifications. We guide clients through the verification process, helping them to anticipate potential issues arising from name transliteration, translation inconsistencies or jurisdictional differences in corporate documentation.

Beyond initial setup, we provide ongoing support to maintain Amazon account health. This includes helping with appeal letters, resolving issues raised during Amazon audits, drafting responses to product authenticity enquiries and handling intellectual property compliance reviews. For entrepreneurs looking to expand into Amazon’s Brand Registry, we can handle the process of registering trademarks in the European Union. This ensures access to enhanced listing features, A+ Content and stronger protections against unauthorised sellers.

Finally, we manage ongoing accounting, tax reporting and regulatory filings. The Italian authorities expect consistent financial transparency, and Amazon’s internal systems are increasingly monitoring VAT compliance as a condition for continued access to warehousing and fulfilment services. RUE ensures that clients remain fully compliant with VAT returns, Intrastat reports, electronic invoicing requirements (for EU companies) and annual corporate obligations. This stability protects the seller’s reputation and ensures uninterrupted trading on Amazon Italy and other EU marketplaces.

In essence, RUE acts as a full-spectrum partner for Chinese entrepreneurs, bridging the regulatory gap between Asian manufacturing and European e-commerce. Our multidisciplinary support, combining legal assistance, tax expertise, compliance knowledge and Amazon operational guidance, creates a secure pathway for entering and scaling up within the Italian market. With our structured approach and experienced guidance, entrepreneurs can focus on growing their brand, expanding their product portfolio and reaching millions of European customers with confidence.