Amazon France PPC Guide

Amazon France (amazon.fr) sells in French and prices in euros. For a seller arriving from an English-language marketplace, the two changes that matter most are structural rather than commercial. The shopping language is French, so the keyword set has to be rebuilt rather than translated, and the displayed price includes VAT, so the revenue figure in your reports is gross of tax and every margin calculation has to start by netting it out.

France sits inside the EU customs union and the EU VAT system, and that decides how you fulfil. You can serve French customers from stock held in another EU country through the European Fulfilment Network, paying a cross-border fulfilment fee and accepting a longer delivery promise, or you can place stock in France, which shortens the promise but creates a French VAT registration obligation the moment inventory is stored there. Since the UK left the EU customs union, stock held in Britain no longer supplies the EU fulfilment network, so a British seller entering France is making a fresh inventory decision rather than extending an existing one.

France also carries compliance rules of its own. The Toubon law requires French for the labelling, instructions and advertising of goods offered to consumers in France, and the French extended producer responsibility regime requires registration with an approved scheme and a unique identifier for several product families. Amazon collects those identifiers in Seller Central, and listings in the affected categories can be blocked without them. Neither rule is an advertising rule, but both stop a campaign dead if the listing behind it is suppressed, so treat them as launch prerequisites rather than paperwork to file later.