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Selling to Switzerland via Amazon FBA: Is it Possible?
Anyone looking to tap into the attractive Swiss e-commerce market is likely planning to sell to Switzerland via Amazon. Most online sellers are already familiar with the platform, as many use Fulfillment by Amazon (FBA) to distribute their products through Amazon. With FBA, storage, delivery, and returns management are outsourced to the e-commerce giant, significantly streamlining and simplifying the sales and shipping process.
Moreover, Amazon taking over the complex logistics process makes it easier to expand into international markets. As a result, Amazon FBA is theoretically an attractive option for companies looking to expand into Switzerland.
But can you even sell to Switzerland via Amazon FBA? Currently, selling through Amazon FBA to Switzerland is not an option. Selling FBA inventory to other countries is generally possible, but Switzerland is an exception.
For online sellers still aiming to tap into the lucrative Swiss market, there are alternatives, particularly selling on large local marketplaces such as Digitec Galaxus, which have a larger market share than Amazon in Switzerland. In practice, however, strict customs restrictions and high import fees present significant barriers to exporting to Switzerland.
Therefore, it's advisable to partner with a strong local distribution partner offering comprehensive fulfillment services to bridge the strict customs barrier. Service providers like SURS not only have extensive industry expertise but also local product warehouses, allowing them to efficiently solve logistical and legal hurdles when entering the Swiss market.
Can I Sell to Switzerland via Amazon FBA?
To this day, Switzerland remains one of the few countries in the world that hasn't been reached by Amazon's overwhelming global market dominance. In fact, there isn't even a dedicated country-specific website—Swiss consumers must rely on the German, French, or Italian versions of the site.
This exception also applies to Amazon FBA: Sellers are generally unable to use this service for selling to Switzerland and thus cannot sell to Switzerland via Amazon. This is primarily due to the local VAT law that was amended in 2019, which imposes specific VAT registration and processing requirements for foreign companies.
Moreover, Switzerland is neither an EU member nor part of the European Economic Area (EEA) and has specific customs regulations that lead to high import fees. As a result, shipping from Germany and other EU countries to Switzerland is generally fraught with challenges.
For sellers looking to serve the Swiss market, this means: A physical presence on the ground is almost essential. However, this is often neither economically feasible nor practical—so online sellers must use alternative fulfillment methods to distribute their products in Switzerland while meeting legal requirements.
In this situation, distribution partners like SURS provide the optimal solution. Essentially, we act as a local FBA replacement, handling the same functions that Amazon FBA would typically cover. This enables companies to import and distribute their products smoothly and efficiently in Switzerland.
What Alternatives to Amazon FBA Are There for Selling to Switzerland?
In Switzerland, local marketplaces present an attractive alternative to Amazon. The three largest players are currently Digitec Galaxus, Zalando, and Manor:
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Digitec Galaxus currently holds the position of market leader and offers a wide and versatile product range. Seller integration is possible, but the selection is relatively selective, based on criteria such as size and IT infrastructure.
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Zalando is primarily known as a specialist for fashion and beauty products, having established a reputation as a major player in fashion across Europe. For Swiss sellers, there has been a partner program in place for several years.
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Manor started as a traditional department store but has successfully transitioned into an e-commerce business. Their product range is continuously expanding, with a particular focus on categories such as cosmetics, textiles, and jewelry. Sellers who are keen to join here should provide excellent product information and outstanding customer service.
Additionally, there are specialized providers like Home24 for furniture.
In contrast to the global Amazon platform, Swiss marketplaces are better tailored to local customer needs, making targeted product placement particularly promising. While Amazon also offers extensive marketing opportunities, there is a significantly larger amount of competition.
As far as logistics are concerned, Amazon's vast and automated storage network is difficult to beat, but in Switzerland, it is only partially relevant due to incomplete market penetration. Selling through a Swiss marketplace, however, requires setting up local warehouses, which is not an option for many businesses.
This is where SURS comes in: We offer integration with all relevant local marketplaces and solve all logistics and fulfillment issues thanks to our on-site warehouses. SURS takes on the role that Amazon FBA would normally cover—only more effectively and at a lower cost.
Unlike Amazon, we do not charge storage or shipping fees, and we also do not take a sales commission. We only charge a listing fee per SKU, after which we purchase the goods and take care of the further distribution process. This greatly simplifies cost calculation for our clients while reducing risks. Not least because the products are sold not only via Amazon but also across multiple online platforms.
SURS as a Distribution Partner for the Swiss Marketplace
SURS stands out not only from Amazon FBA, but also from other distribution partners due to its comprehensive service offering that goes beyond mere fulfillment. With our own warehouse in Switzerland, we can handle the entire logistics and distribution process, both for B2B and B2C customers. Additionally, SURS takes care of numerous other business areas, from market entry to product listings and handling customer inquiries, returns, and warranty claims.
Furthermore, we are excited to share our deep industry expertise in an advisory role. Whether you have questions about import regulations, duties, product descriptions, or pricing strategies, SURS does not see itself as an impersonal fulfillment bot, but as a close and reliable problem solver that supports its customers throughout the entire sales process.
With this comprehensive all-in-one service, SURS sets itself apart from similar service providers and is therefore the ideal partner for entering the Swiss market.
What is Amazon FBA and How Does It Work?
Fulfillment by Amazon (FBA) is a comprehensive service that allows sellers to outsource the entire storage, packaging, and shipping process of their products to Amazon. Amazon FBA also includes full customer management, particularly handling customer inquiries, returns, and refunds.
Sellers send their products directly to Amazon, where they are stored and eventually shipped directly to customers. Similar to dropshipping, the online retailer does not need to maintain their own warehouse.
Amazon FBA enjoys enormous popularity across industries and offers sellers numerous advantages. These include:
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Simplification of the logistics process: Storing and shipping products can be costly and require significant organizational effort. With FBA, this complex part of the value chain is completely handled by Amazon, saving massive amounts of money and time that can be reinvested elsewhere.
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Customer service management: As part of the FBA program, Amazon also handles all customer support. Fast returns management is one of Amazon's strongest features, which sellers can benefit from. Since no investment is required for warehouse infrastructure or customer communication, an e-commerce business with Amazon FBA can scale efficiently.
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Prime eligibility: FBA products are part of Amazon Prime and are therefore shipped more quickly. The Prime logo has also come to represent a quality seal, which leads to higher visibility, trustworthiness, and ultimately higher sales.
Registration for the FBA program is relatively simple. The requirement is an active Seller account, and through the FBA dashboard, sellers are guided through the registration process. However, online sellers should not forget that Amazon takes a percentage of the sales revenue—the exact amount depends on the product and price but typically ranges from 7 to 15 percent. In addition, Amazon deducts shipping fees from the revenue and charges storage fees based on the size and weight of the products sold.
Smaller products are therefore more cost-efficient, and particularly with Fast Moving Consumer Goods, storage costs remain manageable. The faster a product sells, the lower the FBA fees, so online sellers should definitely optimize their product listings and follow platform-specific SEO practices to increase profitability. However, sellers should be aware that Amazon FBA can significantly affect the profit margin.
The reason FBA is still so popular can also be explained by Amazon's global reach. With its wide network and international shipping capabilities, Amazon FBA offers easy access to new international markets. Selling to Switzerland is a rare exception here.
Note: However, the reverse does not apply. One can sell from Switzerland to the EU using Amazon FBA.
Conclusion: Selling via Amazon FBA to Switzerland, Not Possible
If you want to sell to Switzerland via Amazon, you'll need to explore alternatives, as the Swiss market is not within Amazon FBA's reach. A strong local distribution partner is the ideal solution: SURS owns its own warehouse in Switzerland, allowing it to handle the entire logistics process. With this comprehensive order fulfillment service, all obstacles to entering the Swiss market can be easily overcome.
FAQ
Is Amazon Available in Switzerland?
Switzerland doesn't have its own Amazon-specific site, but Swiss consumers can use the German, French, or Italian websites instead. Many products are available to Swiss buyers, though not all.
How Popular is Amazon in Switzerland?
According to the latest figures, Amazon generates about 900 million CHF annually in Switzerland. However, Amazon is not the market leader and lags far behind Digitec Galaxus, which generates more than double that amount.
What Are the Swiss Alternatives to Amazon?
Swiss marketplaces like Digitec, Manor, and Zalando are legitimate alternatives. However, online sellers must consider factors such as selective criteria for seller programs, high customs fees, and numerous legal hurdles. Therefore, working with a strong local fulfillment partner is highly advisable.
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