Is Amazon US Right for Your Brand?

Before spending a dollar on setup, ask three questions: Does your product have a proven demand signal on Amazon US? (Search volume data from tools like Helium 10 or Jungle Scout will tell you.) Is your margin sufficient to cover higher US FBA fees and potentially 25–35% ACoS during launch? And can you produce or source enough inventory to support US demand without disrupting your current market?

If all three are yes, Amazon US offers dramatically higher revenue potential — the US market is typically 8–12× the size of most other English-speaking markets for the same product category.

💡 Reality Check

Amazon US is significantly more competitive than other marketplaces. A product ranking #5 in its UK or Canadian category might rank #50 in the US. Budget for a 90-day launch period with higher ACoS before expecting profitability.

Step-by-Step: How to Launch on Amazon US

01

Set Up Your US Seller Central Account

If you already have a Seller Central account in another marketplace, you may be able to link it via Amazon's Global Selling programme. Otherwise, create a new US Seller Central account. You'll need a US bank account (or use a service like Payoneer/Wise), a valid business entity, and US tax information (EIN for corporations, or ITIN for individuals).

02

Research the US Market Specifically

US consumers search differently than UK or Australian consumers. Run fresh keyword research for the US marketplace using US-specific search volume data. Don't assume your top keywords transfer directly — they often don't. Check competitor pricing in USD, average review counts, and category average star ratings. These benchmarks will be your targets.

03

Create US-Localised Listings

Direct translation of listings from another marketplace rarely works. US listings need US English (not British English), US-specific units (inches not centimetres, Fahrenheit not Celsius), US-centric benefit language, and compliance with FTC guidelines for claims. Title length, image requirements, and A+ Content specifications are the same across marketplaces.

04

Navigate FBA Logistics to the US

You have three main options: ship directly from your manufacturer to US FBA warehouses (most cost-effective if in Asia), use a US-based 3PL (third-party logistics) to receive, inspect, and forward to FBA, or use Amazon's own partnered carrier programme. Factor in US import duties (Section 301 tariffs apply to many China-origin products), customs clearance, and FBA prep requirements.

05

Build Your US PPC Strategy from Scratch

Don't copy your PPC campaigns from another marketplace. Start fresh with US auto campaigns to discover how US shoppers actually search for your product. CPCs in the US are typically 2–4× higher than other English-speaking markets. Budget accordingly — a competitive US launch typically requires $5,000–15,000 in monthly ad spend during the first 90 days.

06

Build US Reviews Quickly

US consumers expect more reviews before buying. A product with 20 reviews may convert well in a smaller market but will struggle to compete in US search against products with 500+ reviews. Amazon Vine (up to 30 free reviews for registered brands), the Request-a-Review button, and Insert Cards (within Amazon's guidelines) are your main review-building tools.

The 5 Mistakes That Kill US Launches

  • Underestimating US FBA fees. US FBA fees are typically 15–25% higher than equivalent UK fees due to higher warehouse and labour costs. Recalculate your margin with US-specific FBA fee estimates before committing.
  • Using the same images as other marketplaces. US consumers respond differently to lifestyle vs product-only images. US main images with lifestyle context often outperform pure white-background images — test both.
  • Going live without Brand Registry. US Brand Registry enables A+ Content, Brand Story, Storefront, Vine, and Sponsored Brands — all essential for competitive positioning in US categories.
  • Ignoring compliance requirements. Many categories have specific US safety, labelling, or regulatory requirements (CPSC, FDA, FCC). Non-compliance can lead to listing removal or legal liability.
  • Setting profitability expectations too early. US launches typically need 90–120 days before becoming cash-flow positive. Many brands give up at day 45 when they're actually on the normal trajectory.

Budget Framework for a US Launch

  • Listing creation & A+ Content: $500–2,000 (or included with SellerVine's management)
  • Initial FBA inventory: 3–4 months of projected demand (start conservative)
  • Month 1 PPC spend: $5,000–15,000 depending on category competitiveness
  • Month 2–3 PPC spend: Scale based on ROAS data from Month 1
  • Brand Registry & Vine: Included with existing Brand Registry if already registered

Ready to Launch on Amazon US?

SellerVine has helped 40+ brands successfully launch on Amazon US — from FBA setup to listing localisation to profitable PPC. Get a free consultation to plan your US expansion.

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