The 90-day extension of current tariffs between the United States and China, announced in mid-August, is creating an interesting domino effect that also affects European Amazon sellers. In fact, while it is true that for now U.S.–China tariffs remain at 30% instead of skyrocketing to 145%, it is also true that a rather important time window is opening up to reshape competitive balances in international marketplaces. But how?
Let’s immediately admit that for European sellers this scenario presents both opportunities and threats. On the one hand, pressure on Chinese competitors in the United States could push the latter to concentrate more of their efforts on European markets, intensifying competition. On the other, the temporary stability of tariffs offers European sellers the chance to plan more aggressive strategies to penetrate the North American market.
Competitive advantages in international markets
Apparently, European sellers find themselves in a privileged position to take advantage of this transitional phase. Chinese competitors are in fact facing tariffs of 30% in the U.S. European products, on the other hand, still enjoy freer access to the American market, especially in certain product categories.
This advantage could translate into real expansion opportunities, especially if there are no trend reversals in the short term. Italian, German, or French sellers can in fact position themselves more aggressively on Amazon.com by focusing on the quality of “Made in Europe” and on competitive delivery times through the Fulfillment by Amazon program.
Therefore, while waiting to understand whether at the end of this 90-day window things will change favorably for China, it becomes essential to consolidate an overseas presence today. Any new trade agreements could in fact once again change the rules of the game.
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Competitive pressures on the European market
Naturally, the coin also has a less favorable flip side, represented by the intensification of competition on European marketplaces. Chinese sellers, finding greater difficulties in the American market, could in fact redirect their investments and commercial strategies toward Europe, where tariff barriers remain lower.
It would be a mistake to think this dynamic is far away. It is already observable in sectors such as
- consumer electronics
- clothing
- home accessories
where the price aggressiveness of Asian competitors is increasing significantly. European sellers must therefore prepare for a more intense competitive battle, especially on some of the main platforms in the Old Continent, such as
- Amazon.de
- Amazon.fr
- Amazon.it
For European sellers, the goal will therefore be to maintain sustainable margins while competing with imported products that still benefit from structural advantages linked to production costs and favorable exchange rates. Not simple, but possible with some ad-hoc strategies.
Sourcing and diversification strategies
The instability of international trade policies is pushing many European sellers to reconsider their sourcing strategies. Dependence on Chinese suppliers, while still economically advantageous, does entail greater risks linked to geopolitical volatility.
Thus arises the need to diversify sourcing. And it is not uncommon for sellers to recalibrate their sourcing toward countries such as
- Vietnam
- Thailand
- Bangladesh
- nearshoring solutions within Europe itself
A diversification that, although more costly in the short term, offers greater stability and predictability in costs.
Some sellers are therefore exploring partnerships with Eastern European manufacturers. Here, production costs remain competitive, in addition to the added value of geographical proximity and easier logistics.
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Short- and long-term opportunities
The tariff extension on U.S.–China duties, which covers much of the fourth quarter, offers European sellers a unique opportunity to maximize performance during the most important season of the year. The relative stability of the competitive environment in fact allows for more accurate planning of inventories and promotional strategies for the holiday period.
The most forward-looking sellers are already using this period to strengthen their presence in international marketplaces. They invest in advertising, optimize product listings, improve customer service. The goal? To build a solid base of loyal customers before any new tariff changes may shift market balances.
From this phase, we can therefore draw an important lesson. Namely, the need to develop flexible and diversified strategies, able to adapt quickly to changes in the international trade context. For European sellers, therefore, not only to seize immediate opportunities. But also to build the foundations for sustainable long-term growth, regardless of trade tensions between the world’s major economic powers.
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