How to sell on Amazon USA from Colombia: a step-by-step guide for brands

A Colombian brand can sell on Amazon USA by opening a seller account from Colombia, with no need to set up a company in the United States. What really determines success is solving US importing, product regulatory compliance, logistics into Amazon's fulfillment centers, and a profitable pricing and advertising strategy. In this guide, we walk you through each step and how to extend it to Canada and Mexico.

Why should a Colombian brand sell on Amazon USA?

Amazon is the largest marketplace in North America and, for many US consumers, the first place they search for a product. For a Colombian brand, that means direct access to millions of shoppers without opening stores or negotiating with retail chains.

Colombian origin is also an asset. Products like specialty coffee, cacao, dried fruit, cosmetics with natural ingredients, fashion and handicrafts carry a story that sets them apart in crowded categories. If you first want to understand how these platforms work, read what a marketplace is.

Step 1: validate demand and profitability

Before opening an account, answer three questions with data:

• Are people searching? Look at what shoppers search for in your category and how many competitors show up on the first page.
• Can you compete on price? Add up product cost, packaging, international freight, duties, customs broker, Amazon fees, fulfillment fees and advertising. The final price has to leave a margin.
• Does your product stand out? Ingredients, certifications, design or origin: something shoppers value and that you can communicate in your listing.

To build that calculation, we recommend our guide to international export pricing.

Step 2: open your seller account

Amazon allows sellers to register from Colombia. In general, it will ask for an ID document, company information, an international credit card, a bank account that can receive payments, and the tax information for non-US sellers. The process includes identity verification.

You can choose between an Individual and a Professional plan; for a brand that wants to scale, Professional is usually the right fit because it unlocks advertising and brand tools. Requirements and fees change over time, so confirm them directly with Amazon before you register.

If you own a registered trademark, enroll it in Amazon Brand Registry. It gives you more control over your listings, access to A+ Content and a Brand Store, and tools to protect you against copycats.

Step 3: solve importing into the United States

This is where most brands get stuck. Amazon does not import your goods: your inventory must arrive in the United States, clear customs and be entered before it goes into a fulfillment center. For that you need:

• An importer of record, the person or company responsible to US Customs.
• A customs broker to file the paperwork and handle clearance.
• Product regulatory compliance: food, beverages, supplements and cosmetics are overseen by the FDA and may require registrations, prior notices and English labeling in specific formats. Other categories have their own rules.

On the Colombian side, make sure your tax registration is enabled for exporting and your origin documents are in order. Organizations like ProColombia offer guidance to exporters. We cover these topics in depth in export regulations from Latin America.

Step 4: choose your logistics (FBA or self-fulfillment)

With Fulfillment by Amazon (FBA), Amazon stores, packs, ships and handles returns for your products, and your offers become Prime-eligible. It is the most common option for international brands, but it requires careful inventory planning: running out of stock hurts your ranking, and excess stock drives up storage costs.

The alternative is shipping from your own or a third-party fulfillment center in the United States, which gives you more control but requires meeting Amazon's delivery standards. Many brands combine both. To compare options, read our guide to international logistics for marketplace sellers.

Step 5: build listings that sell

Your listing is your salesperson. You need titles and bullet points in native English using the keywords US shoppers actually type, professional images, complete attributes and A+ Content. Keep in mind that AI assistants like Rufus read all of your catalog information to recommend products, so benefits and use cases need to be spelled out.

Step 6: launch with advertising and reviews

A new product has no sales history or reviews, so the first months depend on advertising. Sponsored Products is the starting point; Sponsored Brands and Display come next. Track ACOS and TACOS, and use official programs like Amazon Vine to generate your first reviews. Never buy reviews: Amazon penalizes it.

Step 7: expand to Canada and Mexico

Amazon offers a unified North America account that lets you list on Amazon.com, Amazon.ca and Amazon.com.mx from a single dashboard. Even so, each country has its own customs, taxes, language and labeling rules. The smart move is to consolidate the United States first and then expand with products that have already proven profitable.

Should I do it myself or work with an operator?

You can run Amazon with an in-house team, but it means mastering catalog, advertising, inventory, importing and compliance in a new market. At LAP Global we have more than 10 years of experience in cross-border commerce across the Americas, and we offer two models:

• 3P, "You sell": your brand keeps ownership of its inventory and brand, and we run your marketplaces end to end: account management, listings and SEO, advertising, pricing, logistics coordination and compliance. You don't need a legal entity in the United States.
• 1P, "We sell": LAP Global acts as seller of record and handles taxes, compliance, payments and logistics; you just supply the product. See the differences in 1P vs 3P marketplace models.

We combine AI agents operating 24/7 with Key Account Managers and a real-time centralized dashboard. Today we manage more than USD 30 million in annual GMV and more than 25,000 SKUs across 8+ countries, with an average launch time of 45 days. See how it works.

If you have a Colombian brand and want to know whether your product is ready for Amazon USA, email us at comercial@lapglobal.io and we'll review your case together.