Why More Brands Are Launching on Amazon Global Stores Before the U.S.

The Strategic Shift Toward Amazon Global Stores

As global ecommerce continues to grow, many brands are finding that launching in Amazon Global Stores before entering the U.S. presents unique opportunities. Regions like Europe, Asia, and the Middle East offer less saturated markets and rapidly rising consumer demand for high-quality imported goods. But why would an established brand delay entering one of the world’s largest ecommerce markets, the U.S.? Let’s explore.

Key Takeaways

• 🔸 Launching in Amazon Global Stores can help brands access less saturated markets with growing demand.
• 🔸 International marketplaces typically experience fewer instances of counterfeit activity than the U.S.
• 🔸 Leveraging Amazon’s international logistics network simplifies cross-border fulfillment.
• 🔸 Testing global markets first allows brands to validate demand without competing against U.S.-based competitors.
• 🔸 Fifth Shelf can support global launches through its end-to-end logistics and growth partnerships.

Benefits of Launching on Amazon Global Stores

Global marketplaces like Amazon UK, Amazon Japan, and Amazon UAE offer several advantages for emerging and established brands:

• 🔸 Lower Competition: Many global Amazon sites see fewer competing sellers compared to the highly saturated U.S. market.
• 🔸 Localized Consumer Demand: Specific product categories such as luxury items or electronics often perform better in regions like Europe or Asia.
• 🔸 Simplified Logistics: Amazon Global Logistics streamlines cross-border fulfillment, offering cost-effective shipping and compliance management.
• 🔸 Rapid ROI: Testing products in smaller markets allows brands to generate revenue faster while avoiding the steep costs of scaling in the U.S.

For example, according to Marketplace Pulse, brands in categories like beauty and outdoor equipment have reported significantly higher penetration rates in international marketplaces than they initially achieved in the U.S.

Why Brands Delay Entering the U.S. Market

While the U.S. accounts for a large share of global ecommerce revenue, factors like intense competition and higher advertising costs often make it less favorable as a launch market. Additionally, the prevalence of unauthorized sellers and counterfeit activity can create barriers for brands entering without adequate support.

Instead, testing international demand allows brands to refine their market strategy and assess operational capacity before expanding stateside. Leveraging partnerships—for example, with ecommerce accelerators like Fifth Shelf—ensures brands maintain operational control and scale efficiently.

How Fifth Shelf Helps Brands Scale Globally

Fifth Shelf offers the perfect foundation for brands considering a global-first strategy:

• 🔸 Fully managing international logistics, fulfillment, and demand planning
• 🔸 Supporting listings with localized content, optimized imagery, and compliance standards
• 🔸 Acting as a Verified Amazon Ads Partner to increase product visibility while maximizing ROI

By combining operational expertise with data-backed market strategies, Fifth Shelf has helped brands achieve double-digit growth through international Amazon channels.

If you’re ready to explore launching on Amazon Global Stores, consider viewing Fifth Shelf’s Case Studies for proof of success.