120 Brickfields, 37 Cremer Street, London, E2 8HD, United Kingdom
Sign up to our Newsletter
Thanks for subscribing!
Something went wrong with the submission.
If you're in the business of selling alcoholic beverages like beer, wine, and spirits, Amazon provides a massive platform to tap into a global market. However, selling in the beer/wine/spirits category requires navigating a complex landscape of regulations and requirements, especially within the diverse markets of the European Union (EU). In this guide, we'll walk you through the essential steps and considerations to successfully sell in this category on Amazon while adhering to EU regulations.
The first and foremost step is to familiarise yourself with the legal requirements for selling alcoholic beverages in the EU. Regulations can vary significantly from one country to another. Key considerations include age restrictions, labelling, packaging, and excise duties. Make sure to research and understand the specific rules for each EU country you plan to sell in.
For the EU Amazon stipulates that:
Depending on the country you're targeting, you might need various licenses and permits to sell alcohol. These could include a retail license, importer's license, or a specific alcohol sales permit. Research and contact the local authorities or consult with legal experts to ensure you have the right licenses in place.
See our table below with EU document requirements.
Accurate and compliant product labelling is crucial. The label should include essential information such as alcohol content, origin, allergen information, and any required health warnings. Ensure that the label adheres to both EU regulations and the specific labelling requirements of each country you're selling in.
Selling alcohol comes with the responsibility of preventing underage sales. Amazon has strict policies in place to prevent the sale of alcohol to minors. You'll need to implement effective age verification mechanisms during the online purchase process. This could include age verification checks upon delivery, requiring customers to provide proof of age before purchasing, or using third-party age verification services.
Alcohol shipments require special handling due to their nature. Ensure that your chosen logistics provider is experienced in handling alcoholic beverages and follows all legal requirements for transportation. Additionally, be prepared for potential delays at customs checkpoints, especially when shipping across EU borders.
Each EU country has its own excise duty rates for alcoholic beverages. You need to calculate and pay the appropriate excise duties when importing and selling alcohol. Make sure you understand the tax regulations of each country to avoid legal complications.
For the EU you will have the below options to review when submitting:
Excise Number Information:
Documents to submit:
Amazon has its own set of requirements for selling in the beer/wine/spirits category. These might include providing product images that meet their guidelines, accurately categorising your products, and ensuring your product titles and descriptions follow Amazon's standards.
As you're selling across various EU countries, consider creating multilingual product listings. This ensures that potential customers in different countries can understand the product details, leading to higher conversion rates.
Positive customer reviews and ratings play a significant role in boosting your product's visibility and credibility. Providing excellent customer service and high-quality products can help you earn positive feedback.
Regulations and requirements can change over time. Stay informed about any updates or changes in EU alcohol regulations that might impact your business. Join industry associations, follow relevant news sources, and consult with legal experts to stay ahead of the curve.
Selling beer, wine, and spirits on Amazon within the EU can be a lucrative venture, but it requires thorough research, careful planning, and meticulous attention to detail. By understanding the regulations, obtaining the necessary licenses, and adhering to Amazon's guidelines, you can position your business for success in this competitive market. Remember, compliance is key to building a reputable and sustainable brand presence in the alcohol e-commerce landscape.