Amazon Trading for Chinese Entrepreneurs in the UK: A Comprehensive Guide

The United Kingdom has become one of Europe’s most attractive e-commerce markets, with Amazon UK being one of its most important retail outlets. For Chinese entrepreneurs, the UK offers a stable business environment, a well-developed logistics infrastructure, high consumer spending power and easy access to the wider European market. This guide outlines the key advantages and challenges of doing business on Amazon in the UK, as well as the legal structures, logistics options and practical steps involved in successfully launching and scaling an Amazon business.

Why the UK is a top market for Chinese Amazon sellers

The UK has long been recognised as one of the most dynamic and profitable e-commerce markets in Europe. For Chinese entrepreneurs, it offers a rare combination of consumer sophistication, logistical efficiency and regulatory stability. Amazon UK is at the centre of this ecosystem. It consistently ranks among the top Amazon marketplaces globally, with British consumers displaying high levels of trust in the platform and a preference for online shopping, as well as expecting fast and reliable delivery.

For Chinese entrepreneurs, this environment creates powerful business opportunities. With a population of over 67 million, the UK has one of the highest online shopping rates in Europe. British shoppers rely heavily on Amazon for everyday goods, seasonal purchases and specialised items, making the marketplace fertile ground for overseas sellers. Unlike in some markets where local brands dominate, UK consumers are open to international products as long as they offer value for money and excellent customer service.

Another major advantage is the UK’s well-developed logistics infrastructure. With Amazon’s network of modern fulfilment centres distributed across the country, sellers can rely on fast delivery speeds, streamlined returns and operational efficiency, allowing even small businesses to scale up quickly. For Chinese entrepreneurs using FBA (Fulfillment by Amazon), this infrastructure significantly reduces the logistical challenges traditionally associated with international trade.

The regulatory environment is another key factor attracting Chinese Amazon sellers. The UK allows 100% foreign ownership of companies, supports remote registration, and provides a transparent tax system. Although compliance is strict, it is also predictable, meaning that entrepreneurs who follow the rules can operate smoothly without any unexpected interruptions. Furthermore, the UK market often serves as a strategic gateway to the broader European region. Once a seller has demonstrated strong performance in the UK, expanding into Germany, France, Italy or Spain becomes much easier.

Additionally, many Chinese sellers benefit from the UK’s purchasing power. British consumers prioritise quality and convenience over extremely low prices, enabling businesses to sell their products at healthier margins than in more price-sensitive markets. This makes the UK particularly attractive to Chinese entrepreneurs who want to sell branded, high-quality or specialised goods rather than competing purely on cost.

Choosing the Right Business Structure in the UK

Selecting the correct business structure is one of the most important early decisions for Chinese entrepreneurs entering the UK Amazon market. The majority ultimately choose to establish a limited company (Ltd.), as this provides the most efficient combination of legal protection, credibility and tax efficiency. One of the greatest advantages of the UK system is its openness: foreign nationals can own 100% of a UK company without requiring residency, local partners or a physical presence.

The registration process is straightforward and can be completed entirely online. Once a business is registered with Companies House, it receives a unique company number and HM Revenue & Customs (HMRC) automatically creates its tax profile. Although the administrative steps may seem complicated to newcomers, the UK’s business environment is designed to be transparent and supportive of international entrepreneurs. The limited company structure offers clear separation between personal and business liability, meaning the owner’s personal assets are legally protected if the business encounters financial difficulties.

Registering a UK Ltd significantly boosts credibility in the eyes of Amazon UK and financial institutions. Amazon tends to prioritise verified, compliant companies during account approval, and a registered UK entity can help to streamline this process. It also facilitates the opening of a UK or international business bank account, which is essential for receiving Amazon payouts, managing operational expenses and maintaining financial compliance. Many Chinese sellers also prefer to work with fintech providers specialising in cross-border e-commerce transactions, offering multi-currency accounts and simplified onboarding.

Another key reason why Chinese entrepreneurs choose to set up a limited company is the tax environment. The UK’s corporate tax rate is competitive by global standards, and the system is transparent and straightforward. Companies can benefit from tax-deductible expenses, structured accounting and predictable quarterly and annual filing cycles. This makes it easier to plan long-term operations and reinvest profits into inventory, marketing or expansion. Although tax compliance must be taken seriously, professional accounting support can help to ensure that all requirements are met without causing undue stress.

Finally, for entrepreneurs planning to expand into Europe, a UK company can serve as a powerful base. It can manage logistics hubs, VAT registrations in other countries, and relationships with suppliers and service providers centrally. Even after Brexit, the UK remains deeply integrated into global trade, and the Ltd structure continues to be one of the most accessible and efficient setups for Chinese Amazon sellers.

Tax Considerations for Amazon Sellers in the UK

Understanding the UK tax landscape is essential for Chinese entrepreneurs who want to run a sustainable, compliant Amazon business. While the UK is known for its transparent and business-friendly tax system, it also imposes strict reporting requirements. Failure to meet these obligations can result in penalties, account complications or restricted trading on Amazon. For this reason, many overseas sellers choose to work with accountants who specialise in e-commerce and international taxation.

The first tax that most sellers encounter is corporation tax, which applies to profits generated by a UK limited company. The UK’s corporate tax rate is competitive, and the system offers clear rules regarding deductible expenses, allowable business costs and profit calculations. This makes it easier to plan financial strategies and reinvest earnings in growth. Importantly, the UK operates a self-assessment system, meaning that companies must calculate their own tax liabilities and submit their annual accounts on time.

Another key area is value added tax (VAT). VAT registration is mandatory once a business’s turnover exceeds the UK threshold, but many foreign sellers choose to register earlier, particularly if they store goods in the UK. VAT applies to most products sold through Amazon, and sellers must either include it in the price or list it separately, depending on their pricing strategy. Registering for VAT provides access to a VAT number, which Amazon often requires from sellers using Fulfillment by Amazon (FBA) in the UK.

After registration, sellers must submit periodic VAT returns, typically every quarter. These reports detail the VAT collected on sales and the VAT paid on eligible expenses. For Chinese entrepreneurs, this process is often unfamiliar and requires careful record keeping. Over- or under-reporting can trigger official inquiries, so many sellers opt for professional VAT management services to ensure accuracy. Sellers operating across multiple countries, such as those expanding into EU Amazon marketplaces, must also understand the implications of cross-border VAT, whether through systems like the One-Stop Shop (OSS) or local VAT registrations.

Import duties and customs taxes also play a significant role, especially after Brexit. The UK now has an independent customs regime, meaning goods imported from China into the UK are subject to UK-specific tariff classifications based on HS codes. The correct classification determines the duty rate, and even minor errors can cause delays or incur unexpected costs during customs clearance. Preparing precise documentation such as commercial invoices, packing lists and product details can be simplified by working with a customs broker.

Finally, e-commerce sellers must be aware of Amazon’s marketplace-specific reporting requirements. Amazon provides detailed sales statements, VAT reports and settlement summaries that must be reconciled with the company’s accounting system. Accurate integration helps prevent discrepancies during audits and ensures the business maintains full compliance with HMRC expectations.

Taxes are a central element of running a UK-based Amazon business. While the framework is clear and manageable, it requires consistency, accuracy and professional oversight. For Chinese entrepreneurs aiming to build a long-term, scalable operation, mastering the UK tax system – or partnering with experts who can manage it effectively – is essential for ensuring smooth and successful operations.

Amazon Seller Central UK Requirements

To enter the Amazon UK marketplace, you must first meet the platform’s compliance and verification standards. These requirements are designed to maintain trust, protect consumers and ensure fair trading practices. For Chinese entrepreneurs, understanding these expectations from the outset helps to prevent delays or account suspensions, particularly given that Amazon enforces its onboarding rules strictly.

The first step is to set up a Seller Central UK account by providing complete and verifiable business information. Amazon requires identification documents for all major stakeholders, including passports or national ID cards, along with proof of address. These documents must exactly match the names and details provided during registration, as even minor discrepancies can result in requests for further verification or temporary account suspensions.

If you are operating through a UK Limited Company, Amazon will request formal company documents from Companies House, such as the certificate of incorporation and shareholder information. These documents verify that the business is legitimate and properly registered. Amazon also requires a valid business bank account to process payouts. While a UK-based bank account can facilitate the process, many Chinese sellers successfully use international fintech accounts that support GBP transactions.

VAT registration is one of the most important compliance steps. While not every seller must register immediately, Amazon increasingly demands a VAT number from all FBA participants, particularly those storing goods in the UK. Therefore, Chinese entrepreneurs planning to use Amazon’s fulfilment network should secure their VAT registration as soon as possible to avoid any issues with inventory management or listing activation.

Product-level compliance is also a key aspect. Amazon UK enforces strict safety and certification rules, particularly for categories such as electronics, toys, cosmetics and food. Before listings are approved, sellers may need to upload test reports, safety certificates, or compliance declarations. Providing incomplete or incorrect documentation can result in listings being removed or warnings being issued to accounts. It is critical to ensure that products meet UKCA or CE standards, depending on the category and transitional rules.

Aside from identity and product compliance, Amazon also evaluates sellers’ operational readiness. This includes the ability to issue tracking numbers for shipments, manage customer returns, and maintain acceptable performance metrics. Late shipments, high defect rates or unresolved customer complaints can quickly lead to restrictions being placed on a seller’s account. Amazon monitors these indicators closely as they directly impact the consumer experience.

Finally, Chinese entrepreneurs must be prepared for the periodic identity re-verification processes that Amazon conducts. These audits ensure that all seller information remains accurate and up to date, particularly as regulations evolve. Providing clear documentation and responding promptly is essential to keeping the account active and in good standing.

In essence, the requirements of Amazon Seller Central UK reflect the marketplace’s commitment to professionalism and customer trust. By preparing accurate documentation, maintaining compliance and understanding the system’s expectations, Chinese entrepreneurs can avoid common setbacks and establish a solid foundation for long-term success on Amazon UK.

Logistics options: FBA vs FBM

Logistics are one of the most important factors for the success of any Amazon business, particularly in the UK, where customers expect rapid delivery. When entering the Amazon UK marketplace, Chinese entrepreneurs must make a strategic decision between FBA (Fulfilment by Amazon) and FBM (Fulfilled by Merchant), as this affects product visibility, customer satisfaction, and operational efficiency.

Fulfilment by Amazon (FBA) remains the dominant choice for most Chinese sellers. By sending inventory directly to Amazon’s UK fulfilment centres, sellers can access a powerful ecosystem in which Amazon handles storage, packaging, delivery and most customer service tasks. FBA products receive the coveted Prime badge, dramatically increasing conversion rates as British consumers often prioritise next-day delivery. For new sellers, this visibility can accelerate sales in the early stages and help listings to rank higher in search results. Outsourcing logistics also frees entrepreneurs to focus on marketing, product development, and financial management rather than day-to-day fulfilment.

Amazon’s UK network is particularly efficient, with fulfilment centres strategically located in regions such as Coventry, Tilbury, Doncaster, and Manchester. This infrastructure ensures quick delivery times across the country and smooth handling of returns, which are an essential part of UK consumer behaviour. However, FBA does involve storage fees, long-term inventory charges and careful stock management is required to avoid overstocking or shortages. Many Chinese sellers use forecasting tools and local logistics partners to maintain balanced supply chains.

Fulfilled by Merchant (FBM), on the other hand, enables sellers to ship products directly to customers or via third-party UK warehouses. While FBM does not offer the same Prime visibility as FBA, it provides flexibility, especially for oversized, heavy, or low-margin products where FBA fees may be too high. FBM can also be advantageous for sellers offering customised items, bundles or goods with unique packaging requirements. For certain product categories, consumers prioritise personalised service over speed.

It is generally not feasible to operate FBM from China alone due to long shipping times, so most successful FBM sellers work with UK-based third-party logistics (3PL) providers. These warehouses store products, process orders and handle returns. Although this adds an extra coordination step, it can reduce costs for sellers whose products do not require Amazon’s full logistics network.

In practice, many Chinese Amazon entrepreneurs adopt a hybrid approach, combining both FBA and FBM. High-demand, competitive products are routed through FBA to maximise speed and visibility, while niche or bulkier items are sent via FBM to control costs. This diversified strategy offers resilience, particularly during peak seasons when FBA capacity is limited or unexpected fees arise.

Ultimately, the most suitable logistics model depends on product type, pricing strategy, delivery expectations and operational capacity. For Chinese entrepreneurs targeting growth in the UK, mastering both FBA and FBM – and knowing when to use each – provides a strong competitive advantage in the marketplace.

Importing goods to the UK

Importing products from China to the UK requires careful planning, an understanding of UK customs rules and strict attention to documentation. Since Brexit, the UK has operated its own independent customs and regulatory regime, meaning that Chinese entrepreneurs must navigate a system separate from that of the European Union. Although the procedures become straightforward with familiarity, even minor errors can result in delayed shipments, unexpected duties or goods being held at the border.

The first step in preparing to import goods is to correctly identify the HS (Harmonised System) code for each product. This classification determines the duty rate and the specific regulatory requirements, including whether the product requires special certificates or approvals. Accidentally misclassifying goods or misclassifying goods due to a lack of familiarity can trigger customs audits, fines or shipment holds. Many sellers therefore choose to confirm HS codes with logistics agents or customs brokers to ensure accuracy.

Once the product classification has been established, Chinese entrepreneurs must ensure that all relevant documents accompany the shipment. These commonly include a commercial invoice, a packing list, a bill of lading or an airway bill and, where applicable, product compliance certificates. The invoice must clearly state the product description, quantity, unit value, shipping terms and the details of the exporter and importer. UK customs authorities rely heavily on these documents, so clarity and precision are critical.

Another essential element is understanding the UK’s system of duties and taxes. All goods entering the UK are subject to import VAT, which is calculated on the total value of the shipment plus shipping and insurance costs. Depending on the HS code, additional customs duties may also apply to some products. Sellers who are VAT-registered in the UK can reclaim import VAT in their VAT returns, significantly improving cash flow. To manage this efficiently, many entrepreneurs use a UK-based customs agent or freight forwarder to facilitate clearance and handle related payments.

The UK also enforces several regulatory frameworks with which sellers must comply before goods arrive. For instance, electronics may require UKCA marking, toys must comply with the UK Toy Safety Regulations, and cosmetics must be registered with the relevant UK authority. Failure to meet these requirements can result in goods being seized or rejected at the border. Chinese sellers who prepare certification and testing documentation in advance can avoid costly delays and protect their Amazon listings from potential suspension.

A key decision for many entrepreneurs is choosing the right import model: importing goods directly to Amazon fulfilment centres or using a UK intermediary warehouse. Although shipping directly to FBA centres can speed up time to market, it requires perfect documentation and pre-approved booking schedules. Using a third-party logistics (3PL) warehouse offers more flexibility: sellers can inspect goods, relabel products and manage inventory before sending batches to Amazon.

In summary, importing goods to the UK is an essential part of running a successful Amazon business. By mastering customs rules, preparing precise documentation and ensuring regulatory compliance, Chinese entrepreneurs can streamline their supply chains and avoid disruption. With the right preparation and reliable partners, the import process can become a smooth and predictable part of an overall Amazon trading strategy.

Product compliance and safety requirements

Product compliance is one of the most critical areas for Chinese entrepreneurs selling on Amazon UK. The UK has robust consumer protection laws, and Amazon enforces these standards rigorously to ensure customer safety and maintain marketplace integrity. This means that every product must meet the specific regulatory requirements for its category before it can be listed, shipped or stored in Amazon’s fulfilment centres.

As the UK is no longer part of the EU, it has introduced its own compliance framework in many areas. One of the most significant changes is the shift towards UKCA (UK Conformity Assessed) marking, which replaces the CE mark for many product categories. While certain transitional rules still permit the sale of CE-marked products in the UK, sellers must prepare for the full implementation of UKCA. Electronics, machinery, toys and other regulated goods often require detailed testing and certification from accredited laboratories. Chinese manufacturers typically conduct these tests domestically, but UK authorities may require documentation in English or additional proof, depending on the product.

Different product categories carry different compliance responsibilities. For example, electrical and electronic products must comply with the UK Electrical Equipment (Safety) Regulations, which include laboratory testing, risk assessments and proper labelling. Toys, meanwhile, are governed by the UK Toy Safety Regulations, which stipulate the need for age-grading information, warnings, and safety testing. Cosmetics, on the other hand, must be registered through the UK’s dedicated notification system, and a designated ‘Responsible Person’ based in the UK must be appointed to take legal responsibility for safety compliance. Failure to meet these obligations may result in Amazon removing listings or preventing the product from entering the FBA network.

Amazon may request documentation at any time, even after listings have been approved. This can include test reports, declarations of conformity, product photos showing compliance labels and supply chain information. Sellers should keep all compliance documents organised and readily accessible. Chinese entrepreneurs who rely solely on their manufacturers for certification sometimes find that the documentation is incomplete or out of date, which can lead to costly listing suspensions. To avoid these issues, many sellers either conduct independent verification or work with compliance consultants who are familiar with UK requirements.

In addition to product-level regulations, packaging and labelling rules must also be followed. These labels often need to include clear product descriptions, model identifiers, importer details and safety warnings. Failure to comply with these rules can result in problems at customs, delays to FBA inbound shipments, or Amazon warnings. Environmental requirements, such as WEEE (Waste Electrical and Electronic Equipment) obligations for electronics, may also apply. This requires sellers to register with environmental authorities and pay recycling fees.

Another important area is chemical safety. Products such as electronics, plastics and textiles may be subject to UK REACH regulations, which restrict the use of hazardous substances. Sellers must ensure that their products do not contain banned chemicals and that any restricted substances are declared in the relevant documentation. This is particularly important during Amazon safety audits or when dealing with high-risk product categories.

Full compliance is ultimately not only a legal obligation, but also a competitive advantage. Brands that demonstrate adherence to safety requirements build trust with British consumers, reduce the risk of negative reviews and minimise disruption to their Amazon operations. Chinese entrepreneurs planning to grow their Amazon UK business should invest in proper product compliance from the outset to ensure long-term stability and marketplace success.

Marketing, ranking and scaling on Amazon UK

Success on Amazon UK requires more than simply listing a product: visibility, reviews and effective marketing strategies determine whether a product gains traction or gets lost in the vast marketplace. Understanding how Amazon’s algorithm works and how British consumers behave is essential for Chinese entrepreneurs looking to build a profitable and scalable business.

Marketing begins with a strong listing. British shoppers place significant importance on clarity, professional presentation, and product quality. High-resolution images, ideally taken from multiple angles and including lifestyle photos, help to build trust and demonstrate the product’s value. A well-crafted title and description optimised with relevant keywords makes it easier for Amazon’s algorithm to understand and rank the listing. Enhanced Brand Content (A+ Content) adds credibility by showcasing the brand’s story, comparison charts and rich visuals, which increase conversion rates.

Once the listing is ready, sellers must focus on driving traffic to it. Amazon Advertising plays a central role here. Sponsored Products campaigns are often the first step, targeting specific keywords, competitor listings and related categories to increase visibility. As a product gains reviews and sales velocity over time, Sponsored Brands and Sponsored Display ads can be used to broaden reach and strengthen brand recognition. Many Chinese entrepreneurs underestimate the strategic importance of pay-per-click (PPC) campaigns, but those who actively manage and optimise their ads typically see substantial improvements in ranking and profitability.

Customer reviews are another vital component of success. British consumers rely heavily on feedback before making a purchase, and listings with consistent, authentic reviews perform significantly better. Although Amazon strictly prohibits incentivised reviews, sellers can encourage organic engagement by providing excellent customer service, accurate product descriptions and prompt responses to buyer enquiries. The most reliable way to naturally build positive feedback over time is to ensure high product quality.

Monitoring competitors is also key to scaling up in the UK market. Successful sellers observe pricing trends, track new entrants and analyse which features resonate with consumers. This insight enables them to adjust product variations, improve bundles or introduce upgraded versions that address customer pain points. Those who treat Amazon as a dynamic ecosystem rather than a static marketplace are better positioned to maintain strong rankings and adapt to changes in demand.

As their business grows, Chinese entrepreneurs often expand their presence across multiple Amazon marketplaces. Amazon’s European network enables sellers to replicate successful UK strategies in Germany, France, Spain and Italy. With the right structure – especially VAT compliance in each region – this expansion can multiply revenue and consolidate brand presence across Europe. Some sellers also invest in building external traffic streams, using platforms such as TikTok, Google Ads or social media influencers to drive more customers to their Amazon listings.

Further scaling may involve registering the brand with Amazon Brand Registry, which allows sellers to protect their intellectual property, access advanced marketing tools, and combat listing hijackers and counterfeit concerns. This strengthens the brand’s reputation and creates a foundation for long-term sustainable growth.

In essence, marketing and ranking on Amazon UK requires a combination of thoughtful listing optimisation, data-driven advertising, consistent customer satisfaction and a willingness to evolve with market trends. Chinese entrepreneurs who embrace these elements can transform their Amazon venture into a scalable, resilient business ready for expansion into the wider European market.

Challenges for Chinese entrepreneurs (and how to overcome them)

Although the UK is one of the most attractive markets for Chinese Amazon sellers, it also presents unique challenges requiring strategic planning and robust operational discipline. Anticipating these obstacles enables entrepreneurs to navigate them effectively and establish a stable, compliant and profitable Amazon business.

One of the biggest hurdles is Amazon’s strict account verification and compliance process. Amazon UK demands complete transparency regarding business ownership, tax documentation, and identity verification. Any discrepancy in documents, such as a spelling difference in the registered name or an outdated proof of address, can delay the onboarding process or result in account reviews at a later stage. Chinese entrepreneurs often need to adapt to the administrative style of UK and EU regulatory environments, where documentation accuracy is paramount. The best way to avoid issues is to prepare all documents in advance, maintain consistency, and respond promptly to any Amazon verification requests.

Another challenge is the level of competition, particularly in popular categories such as home goods, electronics, and beauty products. The UK marketplace is well-established, and consumers expect high-quality listings, fast shipping and excellent customer support. Therefore, success requires more than simply offering low prices. Sellers must differentiate themselves through superior branding, better product design, enhanced packaging and accurate descriptions. Investing in professional photos, A+ content and data-driven PPC strategies is essential for standing out in such a competitive environment.

Chinese sellers also face the complexity of UK compliance requirements, particularly since Brexit. Many entrepreneurs underestimate the extent of product regulations, from UKCA certification and safety tests to labelling requirements and environmental schemes for electronic goods. Failure to comply can result in Amazon removing listings or customs blocking shipments. Partnering with reliable compliance consultants, testing laboratories, or UK-based responsible persons can significantly reduce these risks and help ensure that products meet local legal standards.

Logistical challenges can also arise during peak seasons or unexpected global disruptions. These include shipping delays, fluctuating container costs and customs bottlenecks, which can disrupt inventory flow and affect sales performance. This is particularly problematic for Amazon sellers, as stockouts can harm product ranking and long-term visibility. One way to mitigate these risks is to maintain safety stock in UK-based third-party warehouses or diversify freight routes. Sellers who proactively consider their supply chain tend to maintain stability even under fluctuating market conditions.

Customer expectations in the UK are another important consideration. British shoppers value transparency, prompt communication and reliable after-sales support. Negative reviews often stem from misunderstandings or communication gaps rather than product faults. For Chinese entrepreneurs operating across different time zones, providing timely responses to customer enquiries and quickly processing returns can be challenging. Many sellers address this issue by hiring virtual assistants, partnering with UK-based support teams, or using Amazon’s customer service for FBA orders.

Finally, entrepreneurs must familiarise themselves with financial and tax obligations such as VAT filings, corporation tax, and Amazon’s financial reporting systems. These responsibilities may seem unfamiliar or overwhelming at first. Engaging professional accountants who specialise in e-commerce can help to prevent fines, maintain compliance and optimise the business’s tax position.

Where are Amazon’s warehouses located in the UK?

Amazon’s fulfilment network in the UK is one of the most advanced and efficient in Europe. It is designed to support fast delivery times and high order volumes. For Chinese entrepreneurs using FBA, knowing where these warehouses are located and how they function provides strategic advantages when planning inventory shipments, forecasting demand and optimising logistics costs.

Amazon’s UK infrastructure comprises several core fulfilment centres positioned near major transport hubs, motorways and ports. These locations were chosen to ensure rapid national coverage and seamless distribution. The Tilbury fulfilment centre, for example, is one of the busiest and most strategically placed, situated near London and close to major import ports. Many sellers route their goods here because of its proximity to major container terminals and its ability to quickly feed inventory into Amazon’s broader distribution network.

Further north, the fulfilment centres in Doncaster, Manchester, and Coventry also serve as major logistics hubs. Their central location enables Amazon to deliver efficiently to the densely populated southern regions and northern parts of the UK. These centres often manage significant volumes of FBA inventory, particularly for fast-moving consumer goods, electronics, homeware, and seasonal items. They also support Amazon’s same-day and next-day delivery capabilities, which are becoming increasingly expected by British consumers.

In the Midlands, locations such as Birmingham and Peterborough play a vital role in Amazon’s ability to process and ship orders rapidly across the entire country. These regions have excellent motorway connectivity and are near major parcel hubs, making them ideal for distributing goods during periods of high demand such as Black Friday, Christmas, and Prime Day. Warehouse facilities in these areas often handle a diverse range of products, from smaller inventory to oversized goods.

Amazon also operates fulfilment centres in Wales and Scotland, including the large site in Swansea and the facility in Dunfermline. These sites help to maintain fast delivery times for customers in more remote regions, ensuring that sellers using FBA do not lose their competitive advantage because of their location. Although these centres are used less frequently for inbound shipments from overseas, they play a critical role in distributing inventory throughout the UK.

In addition to the main fulfilment centres, Amazon has developed a network of sortation and delivery stations. These are not typically used for FBA storage, but rather for routing parcels from fulfilment centres to customers. Understanding how these hubs interact helps sellers to appreciate Amazon’s logistics efficiency and predict delivery patterns during busy periods.

The key takeaway for Chinese entrepreneurs is that Amazon’s UK network is designed to optimise speed, reliability and nationwide reach. Sending inventory to these centres positions products close to customers, resulting in faster delivery times and higher conversion rates. Whether goods enter the system at Tilbury or are routed through central hubs such as Coventry or Doncaster, the distribution infrastructure works seamlessly to support marketplace growth.