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A2A EU sourcing

What you'll learn: how A2A EU works, what ArbiSource calculates for you, and what to check about import costs and product rules before buying from Amazon in Europe to sell in the UK.

A2A EU finds products that are cheaper on Amazon in Germany, Spain, France or Italy than they sell for on Amazon UK. You buy from the European Amazon site, have the goods delivered to you in the UK, and sell them on Amazon UK through FBA. A2A EU is a Premium feature.

Prices across Amazon's European sites aren't always in line with the UK. Each runs its own discounts and demand varies, so the same product can be cheaper in one country.

What ArbiSource shows you​

A2A EU results appear alongside your other A2A flips on the Amazon to Amazon page. There's no country picker: to see only European deals, choose Amazon (EU) under Seller Type. The header shows the source country's flag, for example Price: £32.31 (€38.12) (Amazon 🇩🇪) | Max Units: 4.

  • Buy price in pounds and euros, so you're working in pounds.
  • Delivery cost per unit, worked out from the number of units.
  • Max Units: the number of units you can buy in one order while staying below the customs value threshold for a parcel.
  • A Units dropdown next to the Buy and Sell prices. If you can't buy the full Max Units, change it to see the profit for the quantity you'll really order.
  • Links to both listings: the European source, plus a UK Listing link under the product.

You can turn on notifications and the EU A2A Discord role to hear about new flips. A price alert created from an EU flip watches the UK listing.

An A2A EU result in a UK account: the header with Price in GBP and EUR and the source country flag (e.g. Amazon DE) and Max Units, the per-unit delivery cost, the UK Listing link and the Units dropdown next to the Buy and Sell prices

Import VAT and customs​

Buying from Europe means importing, but for most A2A EU orders Amazon handles the VAT for you at checkout. What happens depends mainly on the value of the order. The figures and rules below come from GOV.UK and can change, so check the links before your first order.

Orders of £135 or less. This limit is for the whole parcel (the price of the goods, excluding VAT and separately charged delivery), not each item, which is why ArbiSource shows Max Units.

  • Amazon charges UK VAT at checkout. Prices on Amazon's European sites include that country's VAT. When you order for delivery to the UK, Amazon removes the European VAT and adds UK VAT instead. Amazon is responsible for this VAT, whether Amazon itself or a third-party seller is selling the item, so there's nothing extra to pay on delivery. Always check the final price at checkout, which may differ from the price on the product page.
  • No Customs Duty on most goods at this value.
  • If you're VAT registered and give the seller your UK VAT number (for example through an Amazon Business account), UK VAT normally isn't charged at checkout. Instead you account for it on your own VAT Return using the "reverse charge", and can usually reclaim it on the same return. Your accountant can show you how to record this.
  • If you're not VAT registered, the UK VAT you pay at checkout is part of your cost of goods (Chapter 6).

Orders over £135. Normal import rules apply: import VAT is due, and possibly Customs Duty.

  • Amazon may show an estimated import fees deposit at checkout, or the courier may collect VAT and duty before delivery, sometimes with a handling fee.
  • Duty depends on the product and where it was made, not where it was shipped from. Goods made in the EU can often come in at a zero rate under the UK–EU trade agreement, but only if they meet the "rules of origin". Goods made elsewhere and shipped from the EU may pay the normal rate. The Trade Tariff shows the rates.
  • VAT-registered businesses can usually use postponed VAT accounting, which means declaring and reclaiming the import VAT on the same VAT Return rather than paying it up front. Tell your courier in writing if you want to do this.
  • Keeping within Max Units avoids all of this, which is why it's the simplest place to start.

Excise goods (such as alcohol and vaping products) are treated differently at any value. Leave them out of A2A EU.

Useful GOV.UK pages: VAT on overseas goods sold through online marketplaces, tax and customs for goods sent from abroad, postponed VAT accounting and rules of origin for goods from the EU.

Product safety: you're the importer​

When you buy goods in Europe and bring them into Great Britain to sell, the UK government's product safety guidance says you're likely to be the importer, not just a distributor. Importers have a few extra responsibilities. They're manageable, and they're one more reason to choose simple, everyday products.

  • The product must be safe and meet the UK rules for its type. For many products, a CE mark is accepted in Great Britain as well as the UKCA mark.
  • Traceability: where it's reasonable, the product or its packaging should show the name and address of the manufacturer and of the importer, plus a product or batch reference. As the importer, that can mean adding your own business name and address, for example on a small label.
  • Clear information in English: buyers need the warnings and instructions to use the product safely. Some product types, such as toys, need their safety warnings in English.
  • Keep records of where you bought each product, and act quickly if you learn a product isn't safe.
  • Some categories have extra rules. Cosmetics, for example, need a UK "Responsible Person", and electrical goods and toys have their own regulations. Products like these are best avoided for A2A EU unless you know the rules.

Read the government's product safety advice for businesses and advice for manufacturers and importers. Your local Trading Standards service can also give advice.

Is it right for the UK listing?​

Before buying, check:

  • Is it the same product as the UK listing? Look at the size, version, contents and barcode. European editions can differ.
  • Plugs and chargers: electrical items for Europe usually have EU plugs. Avoid these unless the UK listing is clearly for the same item.
  • Language on the packaging: packaging in another language may not match what UK buyers expect from the listing.
  • Restricted categories: check restrictions on your UK account as usual.

When in doubt, choose simple, non-electrical products with the same barcode as the UK listing, and Test-buy a small quantity first.

Judging an A2A EU flip​

Everything in Chapter 16 still applies: check that the UK price is normal on Keepa, check the competition, and allow time. Delivery from Europe usually takes longer than a UK order, and exchange rates move, so leave a healthy margin. Returns to a European seller can also be more awkward.

Checklist​

  • I know A2A EU buys from Amazon DE, ES, FR or IT to sell on Amazon UK
  • I keep within Max Units, or adjust the Units dropdown on the result
  • I understand what happens to VAT at £135 or less and above it
  • I know I'm likely to be the importer, and what that means for labelling and safety
  • I check that the product, plug and labelling suit the UK listing