When a brand decides to sell on Amazon Europe, one of the first questions is who should be the seller. Either you sell through your own Amazon account, often with an agency managing it, or you sell through a Merchant of Record partner's account. Both models work well, but they suit different situations.
The agency model: your account, managed by experts
In the agency model the brand owns the Amazon Seller Central or Vendor Central account. The agency manages it: listings, keyword research, A+ content, advertising, FBA logistics, reporting and support with compliance. Read more about our marketplace management and Amazon advertising services.
Best for: brands that see Amazon as a long-term strategic channel and want full ownership of the account, data and customer insights.
The Merchant of Record model: sell through our account
In the MOR model, the partner sells your products through its own Amazon account and logistics setup. The partner is the seller of record and takes care of VAT and compliance on that channel. The brand supplies the products and receives a settlement for the sales. Read more about our Merchant of Record model.
Best for: brands that want to enter Amazon Europe fast, test the channel, or avoid VAT and EPR registrations in several countries.
Side by side comparison
Account ownership
Agency: the brand owns the account. MOR: the partner owns the account.
VAT and compliance
Agency: the brand is responsible, with support from the agency. MOR: the partner handles VAT and compliance on the Amazon channel.
Speed to market
Agency: depends on account setup and registrations, often from a few weeks to a few months. MOR: faster, because the setup already exists.
Control and data
Agency: full access to the account data and settings. MOR: reporting from the partner.
Eligibility
Agency: open to all brands. MOR at Retime: every brand and its products are assessed for fit.
How to choose
Ask yourself three questions:
- How important is Amazon for our strategy in the next three years? If it will be a major channel, owning the account is usually worth it.
- Do we have the resources for VAT and EPR registrations? If not, MOR removes a large part of the administrative work.
- How fast do we want to start? If you want sales this season, MOR is often the quickest option.
Many brands also combine the models: they start with MOR in new markets and move to their own agency-managed account once the channel has proven itself.
FAQ
Can I switch from the MOR model to my own account later?
Yes. It is a common path to test Amazon through MOR and then move to your own account.
Which model is cheaper?
It depends on sales volume and how much work the brand does in-house. With MOR you avoid registration and setup costs, while your own account can be more profitable at higher volumes.
Does Retime also offer one-off projects?
Yes. Besides ongoing management we do projects and consulting, such as account setup, brand protection and training. See consulting and expert services.
Talk to Retime
Tell us about your brand and markets and we will suggest the fastest route to sales on Amazon.