How to become seller in Amazon.com.be (Belgium)?

Setting up a business on Amazon.com.be is a formal process that allows you to enter the Belgian e-commerce market. This market adheres to European Union standards for taxation, consumer protection, product labelling and seller liability. As part of the pan-European Marketplace Europe infrastructure, Amazon’s Belgian segment allows sellers to serve customers in Benelux and neighbouring EU countries simultaneously using a single Seller Central account. This marketplace is attractive to entrepreneurs because competition is lower than on Amazon.de, while purchasing power and online order volumes are steadily growing. To get started, a professional seller account must be created through Amazon’s unified system, Seller Central Europe. The company or sole proprietor must then provide corporate information, registration documents, proof of beneficiary identity, payment details and an EU returns address. The verification process includes standard KYC/AML checks and verification of the authority of the person managing the account. It is important to note that Amazon.com.be operates under Belgian regulations and sellers are legally responsible for the accuracy of the information they provide. After registration, a key step is setting up the tax and logistics infrastructure. As Belgium is covered by European VAT regulations, the seller must determine whether they have a tax presence (i.e. require VAT registration) in Belgium or other EU countries. If goods are stored in an FBA warehouse in the EU, VAT registration in that country becomes mandatory. For sellers operating under the FBM model or shipping from one EU country without exceeding the distance selling threshold, either the OSS regulations or local registration in the country of origin apply. The correct tax model not only determines the legality of the business, but also its price competitiveness.

When choosing an order fulfilment scheme, sellers must decide whether to use FBA (fulfilment by Amazon) or their own logistics. Amazon.com.be is connected to the unified FBA Europe logistics network, meaning that storing products in Amazon warehouses can speed up delivery to Belgium, the Netherlands, Luxembourg, France and Germany. However, using FBA requires compliance with strict packaging, labelling, certification and product safety documentation requirements. For categories such as electronics, children’s products, cosmetics, health products and food, confirmation of compliance with European standards (CE, REACH and CLP) or EU food legislation is mandatory. Violation of these standards may result in listings being blocked, fines being issued, or accounts being deleted. Creating a product catalogue requires detailed listings with accurate descriptions, information on product origin, specifications, warranty and return policies. High-quality content is important for Belgian buyers, who expect transparency, so it impacts rankings, conversion rates, and sales volumes. Amazon controls the legal use of brands, images, and intellectual property – sellers are required to prove their right to sell a product, particularly if it is branded. Marketing and promotion on Amazon.com.be is based on internal tools: Sponsored Products, Sponsored Brands, coupons, discounts and loyalty programmes. To enter the Benelux market effectively, it is advisable to combine advertising campaigns with optimised product listings that are tailored to local consumer preferences. These preferences prioritise quality, European standards, environmental friendliness and prompt delivery. The pricing strategy should take into account competition from sellers in the Netherlands, Germany and France who are already operating in the Belgian market.

Excellent customer service and reputation management are essential for operating as a seller on Amazon.com.be. Sellers must meet shipping deadlines, respond to customer enquiries and ensure that the returns process complies with EU law. Belgium adheres to strict consumer protection regulations, including the right to return goods within 14 days without explanation, and the obligation for sellers to issue refunds within a specified timeframe. Failure to comply with these requirements will negatively impact your account rating and may result in restrictions on your activities. Companies planning long-term growth on Amazon.com.be should structure their business legally and correctly by choosing an EU company structure, registering appropriate tax identification numbers, implementing compliance processes, confirming the origin of goods and preparing documentation for Amazon’s internal audit (ID verification, supply chain documentation and brand ownership). A proper organisational structure reduces the risk of account suspension and ensures stable operation within the framework of European e-commerce regulations.

Is it necessary to open a company in Belgium to sell on Amazon Belgium?

Opening a company in Belgium to operate on Amazon.com.be is not required. The platform is built on the principle of a single European market, and sellers can access it through a company registered in any EU country, or as a foreign entrepreneur outside the EU, provided they comply with tax and logistical requirements. Belgian law does not require a local legal entity if the business is structured correctly and tax obligations are met in accordance with EU regulations. The key factors are where the goods are stored and the order fulfilment system used, not the company’s country of incorporation. If a seller ships directly from the country of manufacture and does not store products in Belgium or other EU countries, registering a Belgian company is not necessary. However, proper VAT registration remains important. If there is no European warehouse, it is sufficient to use the OSS system or the national VAT regime of the company’s country of incorporation.

However, if a seller uses Amazon FBA warehouses in Belgium or any other EU warehouses, they establish a tax presence in the country of storage. In this case, they must obtain a Belgian VAT number, file reports and comply with local tax requirements. However, even if they have tax obligations, establishing a Belgian company is not necessary – a foreign legal entity that is properly registered in the Seller Central system is sufficient. A local company may only be necessary if the seller plans to establish a physical presence in Belgium, enter into contracts with local suppliers, participate in public procurement or distribution programmes, or if the business’s internal banking and financial requirements necessitate a Belgian bank account and legal entity. This is not necessary for regular Marketplace sellers.

Amazon Belgium imposes stricter requirements regarding product quality, labelling, safety and return policy transparency, and these obligations apply regardless of the seller’s country of registration. Sellers must provide instructions, labelling and warranty terms in accordance with Belgian and European standards. Therefore, listing on Amazon.com.be does not require the establishment of a Belgian company. The important things are to choose the correct tax model, ensure comprehensive logistics, comply with EU consumer protection regulations, and meet Amazon’s identity and business verification requirements. If you require assistance with company registration in any EU country, obtaining VAT numbers, setting up reporting systems and structuring your e-commerce business, Regulated United Europe can help.

Is it necessary to obtain a Belgian VAT number to sell goods from China on Amazon Belgium?

Obtaining a Belgian VAT number to sell products from China on Amazon.com.be isn’t always necessary. Whether you need to register depends not on the product’s country of origin, but on how the logistics are organised and where the products are physically located before sale. If a seller ships goods directly from China to the end customer in Belgium without using Amazon warehouses or any other EU infrastructure, tax registration in Belgium is generally not required. In this case, the distance selling model applies: import VAT is paid upon entry into the EU, and the seller pays the tax through the One-Stop Shop (OSS) system in the country where their company is registered. This arrangement is acceptable if the goods are not stored in the EU and all transactions are carried out via international shipping ‘from abroad’. However, the seller remains fully responsible for correct customs clearance, valuation, labelling and compliance with European legal requirements. A different situation arises if the seller participates in the Amazon FBA or Pan-EU programmes and the goods are stored or transferred to Amazon warehouses in Belgium. In this case, the company must obtain a Belgian VAT number, as the presence of goods in the country establishes a tax presence, regardless of whether the company is registered in China, the EU or elsewhere. A similar obligation arises even if the seller did not directly ship the goods to Belgium; if Amazon moves products to Belgian warehouses as part of logistics optimisation, this automatically generates tax liabilities. When using EU warehouses, the standard OSS system is no longer suitable as it is designed only for distance selling without storing goods in the country of sale. Chinese sellers should be aware that Belgian tax authorities and Amazon’s compliance department pay particular attention to companies selling products through FBA. Having goods in Belgium without a valid VAT number can lead to account blocking, delayed payments and administrative sanctions. Therefore, a correct tax model is a prerequisite for selling on Amazon.com.be. If goods are shipped directly from China, VAT registration in Belgium is not required. However, if the goods are located in Amazon’s Belgian or European warehouses, registration is mandatory. The Regulated United Europe team can support you with issues such as choosing a delivery method, obtaining VAT numbers in various EU countries, setting up OSS and customs clearance.

Taxes for Amazon sellers in the EU

The European Union’s VAT reform, which came into effect on 1 July 2021, radically changed the approach to taxing e-commerce, particularly B2C distance sales. The old rules were designed for classic offline corporations of the 1980s and 1990s, barely taking into account the business models of marketplaces and online sellers. Consequently, any movement of goods or storage in a warehouse in another EU country would result in tax liabilities and the obligation to register for VAT in multiple jurisdictions. For Amazon sellers, this meant navigating a complex web of VAT registrations, varying distance sales thresholds and different reporting requirements. However, with the adoption of the EU VAT e-commerce package, the One-Stop-Shop (OSS) mechanism was introduced, along with a single pan-European threshold of €10,000. B2C distance sales to other EU member states are now declared centrally in the seller’s country of establishment via the national OSS portal. The seller is still essentially required to apply the VAT rates of the consumer’s country, but no longer has to obtain separate VAT numbers simply because they exceed the supply threshold for a particular country. This has significantly simplified compliance for small and medium-sized enterprises (SMEs): instead of multiple registrations and reports in different EU member states, a single OSS registration and regular filing of consolidated returns are sufficient.

However, it’s important to understand the limitations of the OSS. It applies to classic distance selling, i.e. when goods are shipped to a buyer from one EU member state to another and the seller does not store inventory in foreign warehouses. However, as soon as a business begins using FBA, Pan-EU or other Amazon logistics solutions that involve the physical storage of goods in multiple countries, the situation changes dramatically. Storing inventory in another jurisdiction is considered the creation of a ‘permanent establishment’ there for VAT purposes. Using the OSS for these transactions is therefore unacceptable, and the seller must register for VAT in each country where they have a warehouse, file local returns and keep records in accordance with national regulations. The most obvious example is Amazon’s Central European Programme (CEP), which expands its fulfilment network by adding warehouses in Poland and the Czech Republic. Participation in the CEP enables Amazon to optimise logistics and reduce delivery costs, while sellers save on fulfilment costs compared to working solely from Germany. However, these savings come at the cost of a more complex tax situation: storing goods in Poland and the Czech Republic immediately triggers the obligation to register for VAT in these countries and maintain local records. Furthermore, the uniform threshold of €10,000 established by the reform is irrelevant – the mere existence of a warehouse creates a tax presence, regardless of turnover.

To activate CEP, sellers must obtain VAT numbers for Poland and the Czech Republic in advance. In practice, this takes two to three months and can be delayed due to the workload of local tax authorities. Only once all registrations have been received can the corresponding option be activated in Seller Central. Furthermore, the manufacturer must register and regularly submit zero or non-zero returns until they are officially deregistered. Deactivating the programme in the Amazon interface does not end tax liabilities: the VAT number remains valid and the reporting obligation remains until formal deregistration is completed. A significant practical risk is that, as part of its logistics network optimisation, Amazon may move goods between EU warehouses without explicitly notifying the seller. This could result in inventory ending up in Slovakia or another unintended country. From a VAT perspective, this still constitutes storage of the goods and therefore a potential registration obligation. Sellers who fail to track the location of their inventory run the risk of unknowingly becoming taxpayers in several additional jurisdictions, facing additional charges and fines, and having their accounts blocked.

Another area of regulation is marketplace facilitator legislation. In many countries, including EU member states, marketplaces are required to withhold and remit VAT on certain transactions on behalf of sellers. For Amazon, this means increased scrutiny of sellers’ tax status and VAT number validity, as well as compliance with local legislation. When violations are detected, Amazon quickly suspends accounts and requires corrections, as it bears the risk as a tax agent. Consequently, the platform insists on sellers providing VAT numbers rather than general tax IDs. Penalties for VAT violations vary by country but generally include additional tax assessments, penalties and significant fines. In some jurisdictions, penalties can be multiples of the arrears. In some cases, non-residents may also be required to provide financial guarantees and appoint a tax representative. At the same time, additional reporting formats are being introduced: for example, a number of countries are introducing extended electronic audit files (such as SAF-T), and failure to submit these may result in separate fines for each transaction.

If a seller discovers that they have unintentionally violated VAT requirements in the past – for example, by storing goods in the country without registering, exceeding the distance selling threshold or incorrectly applying rates – the optimal strategy is to conduct a ‘retroactive clean-up’ on a voluntary basis. This typically involves retroactive registration, filing retroactive returns, paying any missing VAT and, if necessary, amending invoices. Although this approach is time-consuming and expensive, it significantly reduces the risk of substantial penalties and is generally viewed more favourably by tax authorities than discovering violations during an audit.

The current tax reality for Amazon sellers in the EU is based on several key principles. Firstly, all distance B2C sales across the EU are tracked against a single threshold of €10,000. Beyond this threshold, the consumer’s country rate applies and OSS reporting is required. Secondly, storing goods in another EU country, including via FBA warehouses, requires local VAT registration, regardless of turnover and the OSS. Thirdly, Amazon’s constant expansion of its warehouse network and launch of new marketplaces in Europe means that the range of countries in which sellers can establish a tax presence is constantly growing. This requires systematic monitoring of logistics and tax status in each jurisdiction. In order to grow their business on Amazon sustainably and securely, sellers must make wise choices regarding logistics models, register for VAT in a timely manner, use OSS where possible and control the movement of inventory across EU warehouses. Otherwise, tax risks, fines and marketplace blocking could negate the economic benefits of participating in extended fulfilment and cross-border trading programmes.

Where are Amazon warehouses located in Belgium?

In Antwerp, at the address “Amazon Logistics Antwerpen – D’Herbouvillekaai 70, 2020 Antwerpen”.
In Grâce-Hollogne (near Liège): Amazon Fulfillment Center EBLG, RUE Saint Exupéry 14, 4460 Grâce-Hollogne, Belgium.

Which Chinese products are in demand on Amazon Belgium?

Chinese products consistently perform well on Amazon.com.be thanks to competitive prices, a wide selection and high customer activity in the consumer electronics, home goods and accessories categories. The electronics and mobile accessories category sees the most consistent demand, including for chargers, cables, adapters, headphones, cases, and related products for smartphones and computers. These items are quickly updated, lightweight, and compact, making them convenient for international logistics. However, strict adherence to EU standards is required, from CE marking to RoHS or EMC approval, as the Belgian market is highly sensitive to electrical safety. Home and kitchen products are also in high demand, including kitchen gadgets, compact small appliances, kitchenware, and decorative items. Buyers are attracted to these products by their combination of functionality and affordability, but they require accurate labelling in French and Dutch, as well as compliance with EU regulations regarding materials in contact with food. Sports, fitness and outdoor recreation products, as well as pet supplies – from accessories to interactive toys – are also actively sourced from China. These categories are experiencing steady growth on Amazon Belgium thanks to the growing popularity of healthy lifestyles and increased demand for pet products. However, sellers must ensure compliance with safety standards, particularly when selling products intended for children or animals.

Another area in which Chinese manufacturers traditionally excel is home improvement products, small textiles, storage accessories and lighting (including LED lamps and portable lights). These items sell well due to their affordable price, but require careful attention to safety and energy efficiency documentation, which is typical of the Belgian market. To succeed, sellers must consider the specifics of the Belgian market. Not only are price and functionality important, but so are the quality of the product description, the availability of instructions in local languages, transparent return policies and fast order fulfilment. Listings localised in French and Dutch have significantly higher conversion rates than English-language listings. When using FBA or storing goods in EU warehouses, Belgian and European tax regulations must be met, including VAT registration if inventory is held in the country. Consequently, the categories with the highest demand on Amazon Belgium are electronics, mobile accessories, home goods, kitchenware, fitness products, pet accessories and small household appliances. Their success is determined not only by the popularity of these categories, but also by compliance with EU requirements for safety, labelling, logistics and consumer protection. If required, I can prepare an expanded list of specific product niches, models and subcategories, along with an assessment of the competitive landscape and margins for the Amazon Belgium market specifically.

How can Regulated United Europe help Chinese manufacturers access the Belgian Amazon market?

Regulated United Europe provides Chinese manufacturers with comprehensive legal, tax and operational support when entering the Belgian Amazon market, ensuring full compliance with European regulations and minimising risks, which are particularly high when operating in the EU. The main challenge for Chinese companies lies not only in product localisation, but also in establishing the correct legal structure for the business, preparing documentation for Amazon, complying with Belgian and EU tax regulations, and managing the logistics and customs model. These aspects form the core of RUE‘s professional support. The first step is to prepare the optimal corporate structure for international trade. The team helps select the most suitable EU jurisdiction for company registration, opens an account, prepares incorporation documents and ensures compliance with KYC/AML requirements, which Amazon verifies as part of its mandatory seller identification process. Chinese manufacturers often have their accounts verified due to incomplete or incorrectly submitted documents. RUE prepares a package to ensure accounts are verified without delay. The next key area is VAT and tax registration. If goods are to be stored in Amazon warehouses in Belgium or the European FBA infrastructure is to be used, the company must obtain a Belgian VAT number and implement proper reporting procedures. RUE supports the registration process and helps avoid account suspensions, which often occur due to non-compliance with tax requirements, by maintaining declarations and selecting the appropriate scheme (OSS, local VAT or EU VAT compliance). For direct shipments from China, our specialists select the optimal combination of import regimes, import VAT payment, EORI registration and customs scheme selection.

It is crucial to prepare technical documentation for your products. The European market has strict product certification requirements, including CE, RoHS, EMC, toy safety, food contact material requirements and labelling in French and Dutch. Errors in certification or incomplete documentation are the most common reason for products from Chinese manufacturers being blocked on Amazon.com.be. Regulated United Europe provides product audits and verification of compliance with EU standards. They also prepare a comprehensive documentation package that Amazon may request as part of its Product Compliance process.

Another key focus is developing a logistics and customs model. Our specialists help to establish a seamless flow of goods from China to the EU, determine the profitability of using Belgian FBA warehouses, calculate import costs, select optimal customs regimes, prepare import documents and ensure accurate declarations. This enables Chinese manufacturers to avoid customs delays, fines and import VAT issues. To further develop sales, RUE can assist with localisation for the Belgian market by preparing legally correct content, translating instructions, drafting warranty terms and adapting product listings to meet the requirements of Amazon Belgium. As the Belgian market is multilingual, properly prepared listings impact account ratings, returns and conversion rates. As a result, Chinese manufacturers receive comprehensive support, including assistance with company registration, VAT, preparing all Amazon documentation, product certification, customs clearance and product localisation. This approach minimises the risk of blockages, reduces the cost of entering the European market and enables Chinese manufacturers to sell their products securely and effectively on Amazon.com.be.

How much does Regulated United Europe charge Chinese manufacturers to access the Belgian Amazon marketplace?

RUE‘s support services for Chinese manufacturers wishing to enter the Amazon Belgium marketplace (Amazon.com.be) start at €1,500. This price covers a basic service package and may vary depending on the client’s specific needs, the volume of goods, the chosen logistics solution and the level of involvement in the process.

The basic package includes:

• Selecting the optimal EU jurisdiction and assistance with company registration (or reviewing an existing structure) taking into account Amazon’s requirements.
• Obtaining or verifying the necessary registrations: VAT number, EORI, export-import licenses (if applicable) for operating on the Belgian market.
• Initial product audit and consultation on compliance with European standards (CE, RoHS, household appliances, children’s products, etc.).
• Consultations on choosing a logistics model (direct delivery from China or using FBA Europe/EU warehouses), analysis of tax and customs aspects.
• Prepare a list of required documentation for Amazon Seller Central, including KYC/AML, registration data, and bank details.
• Consultations on listing localization (translation, adaptation for the Belgian market, compliance with Amazon Belgium requirements).

Additional services that may incur an additional fee:

• Full company management (accounting, reporting and tax returns)
• Ongoing support (quarterly or annual reports)
• We can also prepare technical documentation and product certification on a turnkey basis, including testing, laboratory work and issuance of certificates.
• We can also organise warehousing and logistics, including finding a warehouse in Belgium or the EU, arranging FBA agreements and managing inventory.
• We also offer marketing support, including product page optimisation, Amazon advertising management, competitor analysis and conversion optimisation.
• We also offer follow-up consultations and support when expanding your product range or entering other EU markets.