Which Amazon marketplace should I list on first, US, UK, UAE or somewhere else?
The short answer
The US has the deepest demand but the most competition and ad costs; the UAE/GCC is the softest landing for Indian brands, shorter shipping lanes, lower CPCs, and a diaspora that already trusts Indian brands. If your category is diaspora-loved (food, beauty, wellness), start in the UAE; if it's globally differentiated (electronics, premium goods), the US justifies the extra grind. Pick one, get through a full return-and-review cycle, then expand, don't list on five marketplaces on day one.
A quick summary to orient you. The real value is below: the resources worth your time, from people who've actually done it, not us.
Here are the resources
Hand-picked from around the web, each with a note on why it earns your time. India-specific ones carry a badge.
4 resources2 India-specific4 link-checked
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📄 Article
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Why we picked it
The destination-side view of the same program, useful for understanding account structures across North America, Europe, APAC and MENA before you commit to one marketplace.
Why we picked it
A genuinely global (non-India-specific) view of Amazon's 20+ marketplaces and which ones sellers typically expand into next, useful for sanity-checking that your India-first sequencing matches how sellers elsewhere approach the same expansion decision.
Why we picked it
Practical advice drawn from the Propel cohort of 70+ Indian startups, understand the local customer, plan inventory for peak events, and budget marketing aggressively early.
Why we picked it
The US-specific version of the playbook, useful once you've decided America is your first market and want the exact requirements (category approvals, FBA setup, tax forms) for that marketplace specifically.
