Epic Guide — Sourcing Strategies
Everything UK Amazon sellers need to know about finding, vetting, and importing products from China and Vietnam — compliantly and profitably.
Let's have a frank chat about Amazon FBA sourcing from China. Every week, we speak to UK entrepreneurs who've either lost thousands on a bad first order or are sitting on a brilliant product idea but have no idea how to actually get it made. The gap between "I want to sell on Amazon" and "I have a profitable, compliant product in Amazon's UK fulfilment centre" is where most businesses struggle — and where Epic Sourcing operates.
This guide is for UK-based Amazon sellers at every stage: the first-timer trying to understand the basics, the established seller looking to diversify into Vietnam, and the brand builder who wants private label products made to their spec. We'll walk through everything — what Amazon FBA actually involves from a sourcing perspective, how to find and vet manufacturers in China and Vietnam, the UK compliance requirements that trip people up, what it really costs, and where a sourcing agent like Epic Sourcing can save you time, money, and a great deal of stress.
We won't dress it up. Sourcing from Asia for Amazon FBA is genuinely one of the best business models available to UK entrepreneurs in 2026 — but only if you do it properly. Let's get into it.
Amazon FBA (Fulfilment by Amazon) is a service where Amazon stores your inventory in its UK warehouses, picks, packs, and ships orders to customers on your behalf. As a seller, you handle product sourcing and send bulk stock to Amazon's fulfilment centres — Amazon handles everything else, including returns and customer service, for a fee deducted from your sales.
The short answer is margin. Amazon FBA is a competitive marketplace where you're often going head-to-head with other sellers on price, quality, and reviews. To be profitable after Amazon's fees, VAT, and shipping costs, you need a low enough cost of goods that your margins can survive. For the vast majority of consumer products — electronics, homeware, beauty, toys, fitness equipment, pet products — China and Vietnam offer manufacturing costs that simply can't be matched in the UK, Europe, or North America.
UK-China trade was worth approximately £87 billion in 2024, with UK imports from China totalling around £71 billion in the year to March 2025. That's not because UK businesses are naive about the risks — it's because, with the right approach and the right support, Chinese manufacturing delivers exceptional value. A product that costs £2.50 to manufacture in Guangdong might retail for £14.99 on Amazon UK. Once you account for FBA fees (typically £3–£6 per unit), shipping (~£0.40–£1.20 per unit by sea), import duty (0–12% depending on product), and VAT, you're still looking at margins of 40–60% on well-chosen products.
Vietnam is increasingly important too. As part of the UK's diversification away from single-source supply chains, and boosted by the UK-Vietnam Free Trade Agreement (UKVFTA), more UK Amazon sellers are sourcing garments, footwear, furniture, and electronics components from Vietnamese factories. UK-Vietnam trade reached approximately £9.6 billion in 2024, and under UKVFTA, 65% of tariffs were immediately eliminated with the trajectory reaching 99.2% over time — a significant saving for importers in the right product categories.
Amazon UK remains one of the most lucrative ecommerce platforms for UK-based sellers. Over 60% of Amazon UK's sales come from third-party marketplace sellers, and the FBA model continues to grow as sellers recognise the operational advantages of handing fulfilment to Amazon. For UK sellers specifically, FBA also simplifies the logistics of pan-European selling — although Brexit has added complexity around EU fulfilment that we'll touch on later.
The products most commonly sourced from China and Vietnam for Amazon UK FBA include: homeware and kitchenware, garden products, beauty and personal care, phone accessories and tech gadgets, fitness equipment, toys and games, pet accessories, clothing and apparel (particularly from Vietnam), and branded supplement packaging (with formulation done in the UK). The common thread is that these are products where design and specification matter but the manufacturing is commoditised.
If you're new to FBA sourcing, here's the honest overview of how it works end-to-end, because understanding each step is essential before you commit capital.
Before you source anything, you need to validate the market. Tools like Helium 10, Jungle Scout, or AMZScout allow you to see estimated monthly sales volumes, competitor rankings, and pricing data for products on Amazon UK. You're looking for products with consistent demand, reasonable competition, and pricing that allows for a viable margin after all costs. This is research you do before contacting a single supplier.
Most UK Amazon sellers start on Alibaba.com or Made-in-China.com. These platforms list thousands of Chinese manufacturers. The challenge is distinguishing trading companies (who resell someone else's products) from actual factories. This matters because trading companies add a margin, meaning your cost of goods is higher. A sourcing agent like Epic Sourcing can access verified factory contacts, often with pricing you won't find on Alibaba.
Never order in bulk without a sample. Expect to pay £30–£150 for a sample (sometimes refundable on the first order) and wait 2–3 weeks for it to arrive. Evaluate the sample against your specification — and if you're selling on Amazon, think about what your competitors' Amazon reviews say about product failures: those are your quality checklist.
Once you're happy with the sample, you negotiate your first order. Minimum order quantities (MOQs) in China typically start at 200–500 units for stock products and 500–1,000 for custom private label. Production takes 25–45 days for most goods. Always use a proforma invoice and pay via T/T bank transfer in instalments (typically 30% deposit, 70% before shipment) or via Trade Assurance on Alibaba.
Before your goods ship, you should arrange a third-party quality inspection in China or Vietnam. Companies like QIMA or Asia Inspection will visit the factory and check your order against your specifications. This costs around £200–£350 per inspection and can save you from receiving a container of faulty goods.
You'll need a freight forwarder to handle the shipping. For most FBA orders, you'll ship FCL (full container load) or LCL (less-than-container load) by sea freight to Felixstowe or Southampton, then truck to Amazon's UK fulfilment centre. Amazon has specific prep and labelling requirements (FNSKU labels, poly bags, etc.) that must be met before goods arrive at the fulfilment centre. Your freight forwarder or a UK-based Amazon prep centre can handle this.
Your freight forwarder will handle customs clearance, but as the importer of record you'll need a UK EORI number and the correct commodity codes for your goods. You'll pay UK import duty (if applicable) and VAT at 20% on the customs value. You can reclaim the VAT on your next VAT return — but you do need to be VAT registered. If your goods value exceeds £135 per shipment, the new customs rules apply and you declare on Customs Declaration Service (CDS).
Book a free 30-minute consultation with TK Wang and the Epic Sourcing UK team. We'll help you understand your sourcing options, estimated costs, and whether China or Vietnam is right for your product.
Book Your Free ConsultationThe decision between sourcing from China and sourcing from Vietnam depends on your product category, order volume, and compliance requirements. Here's the honest comparison UK Amazon sellers need to make:
| Factor | China | Vietnam |
|---|---|---|
| Best product categories | Electronics, homeware, toys, fitness, tech accessories | Garments, footwear, furniture, bags, some electronics |
| Manufacturing capacity | Enormous — virtually any product type | Growing rapidly; more limited range |
| Typical MOQ | 200–1,000 units (varies by product) | 300–1,000 units; garments often by style/colour |
| Unit cost vs China | Baseline | 5–20% higher for most categories; offset by duty savings |
| UK import duty (UKVFTA) | Full MFN rate applies (typically 0–12%) | 0–3.5% on qualifying goods (UKVFTA preference) |
| Lead time (sea freight to UK) | ~25–35 days to Felixstowe or Southampton | ~30–35 days to Felixstowe or Southampton |
| Language/communication | Good English in export-focused factories | Variable; improving rapidly |
| Supply chain risk | Geopolitical risk, force majeure (COVID lessons) | Lower geopolitical risk; rising as diversification option |
| UKCA compliance | Requires additional testing/certification steps | Same requirements — UKCA is product-based, not origin-based |
The bottom line for most UK Amazon sellers in 2026 is that China remains the default for most product categories due to its unrivalled manufacturing ecosystem, while Vietnam is compelling for apparel, footwear, and furniture where the combination of UKVFTA duty savings and quality manufacturing makes the numbers work.
For China, the main sourcing platforms are Alibaba.com, Made-in-China.com, and Global Sources. Trade shows like the Canton Fair (held twice yearly in Guangzhou) give you face-to-face access to thousands of suppliers. For Vietnam, the key hubs are Ho Chi Minh City (textiles, garments, electronics assembly) and Hanoi (electronics, machinery). Vietnam's industrial parks are increasingly home to globally recognised tier-1 suppliers. A sourcing agent with on-the-ground presence in both countries — like Epic Sourcing — can navigate both markets on your behalf without you needing to travel.
This is where most first-time UK Amazon sellers get it wrong. They find a supplier on Alibaba, exchange a few messages, like the price, and send a deposit. The product arrives 45 days later, and it's not what they expected — or worse, it doesn't pass Amazon's product listing requirements. Vetting suppliers properly takes time, but it's the difference between a profitable FBA business and an expensive lesson.
Chinese companies are registered with the State Administration for Market Regulation (SAMR). You can verify a supplier's business licence number, company name, and registration date on SAMR's public database (samr.gov.cn) or through third-party verification services. For Vietnamese suppliers, similar verification is available through the Vietnam National Business Registration Portal. At Epic Sourcing, our supplier verification service (£149) covers this and more — including a physical visit to verify the factory exists and is operating as described.
If you're selling electronics on Amazon UK, you need UKCA marking (or the transitional CE marking, which Amazon UK still accepts for many categories until the full UKCA transition is complete). Suppliers should be able to provide test reports from UKAS-accredited laboratories. If they can't produce these, that's a red flag. For food-contact products, cosmetics, or toys, additional certifications apply — more on this in the compliance section.
On Alibaba, suppliers display their trading history, Gold Supplier status, and Verified status. These are useful indicators but not conclusive — the Gold Supplier badge is paid for, not earned. More useful is asking for reference customers in similar markets (ideally the UK, EU, or US) and actually contacting those references. Ask specifically: did they hit the promised lead time? Was quality consistent across orders?
Once you have a shortlist of 3–5 suppliers, order samples from each. Don't just check aesthetics — stress test the product in the way your customers will use it. If it's a kitchen gadget, cook with it repeatedly. If it's a fitness product, put it through its paces. Amazon reviews are your enemy if your product fails in use — but they're also your research tool. Read your competitors' 1-star and 2-star reviews to understand exactly what to test for.
A common issue in China and Vietnam sourcing is that the sample you receive is hand-made or cherry-picked from a high-quality production run, but the bulk order uses inferior materials or corners are cut during production. This is why pre-shipment inspection — done by an independent third party at the factory before goods leave — is essential, not optional.
Let's talk numbers. The reality of sourcing from China and Vietnam for Amazon UK FBA in 2026 involves several cost layers, and understanding them in advance is what separates the businesses that make money from those that don't.
| Cost Element | China (Typical) | Vietnam (Typical) | Notes |
|---|---|---|---|
| MOQ | 200–1,000 units | 300–1,000 units | Higher for custom products |
| Sample cost | £30–£150 | £40–£180 | Often refundable on first order |
| Production lead time | 25–45 days | 30–50 days | Stock items faster; custom slower |
| Sea freight (LCL per cbm) | £120–£250 | £140–£280 | To Felixstowe or Southampton |
| Sea freight transit time | 25–35 days | 30–35 days | From port to UK arrival |
| Air freight (per kg) | £4–£8 | £5–£9 | Transit 3–5 days; for urgent stock |
| UK import duty | 0–12% (MFN rate) | 0–3.5% (UKVFTA) | Applied to customs value |
| UK import VAT | 20% | 20% | Reclaimable if VAT registered |
| Pre-shipment inspection | £200–£350 | £220–£380 | Essential; third-party provider |
| Amazon FBA fees (per unit) | £2.90–£6.50 (size/weight dependent) | Check Amazon FBA calculator | |
A worked example: sourcing a kitchen gadget at £2.80 per unit, 500 units (£1,400 goods value). Sea freight adds ~£180, import duty at 3.7% adds ~£58, import VAT of 20% adds ~£328 (reclaimable). Total landed cost: ~£1,966 or £3.93 per unit. Amazon FBA fees: £3.20 per unit. Total cost per unit into Amazon's system: ~£7.13. At £15.99 selling price, that's a healthy margin — but pricing and product selection matter enormously.
This is the section most guides gloss over, and it's where UK Amazon sellers get caught out. Post-Brexit, the UK has its own product safety regime that is distinct from the EU's CE marking system. Understanding what applies to your product is not optional — Amazon will delist your listing if you can't prove compliance, and HMRC can seize your goods at the border if your documentation isn't right.
Amazon UK has been increasingly enforcing product compliance requirements since 2024. Listings can be suppressed and selling privileges suspended if you cannot provide the required certification documentation. This is not a minor admin issue — it can halt your business.
Epic Sourcing can help you identify and obtain the correct certifications as part of our sourcing service.
UKCA (UK Conformity Assessed) marking is the UK's equivalent of CE marking for products sold on the UK market. It applies to a wide range of products including electrical and electronic equipment, toys, machinery, personal protective equipment, and radio equipment. As of late 2026, check the current OPSS (Office for Product Safety and Standards) guidance before assuming CE marking is still acceptable for your category.
You cannot import goods into the UK without an Economic Operators Registration and Identification (EORI) number. This is a free, straightforward application on HMRC's website (GOV.UK), and you'll receive your EORI within 5–7 working days. Your freight forwarder will use this number on all customs declarations.
All UK import declarations are now made through the Customs Declaration Service (CDS), which replaced the legacy CHIEF system in 2024. Your freight forwarder will handle CDS declarations on your behalf, but you need to provide accurate commodity codes, declared values, and country of origin information.
Beyond UK law, Amazon has its own product safety programme. For certain categories (electronics, children's products, batteries, food contact materials), Amazon may require you to upload test reports, certificates, or manufacturer declarations directly into Seller Central. Check Amazon's Seller Central "Product Compliance" section for your specific category before you order.
The UK-Vietnam Free Trade Agreement (UKVFTA) came into force in January 2021 and is genuinely one of the most underused opportunities for UK Amazon sellers. Many sellers who source from Vietnam are still paying full MFN duty rates because they don't know how to claim UKVFTA preference.
To claim UKVFTA preferential duty rates at UK customs, your goods must meet the rules of origin under the agreement. For most manufactured goods, this means they must be substantially manufactured in Vietnam. Your Vietnamese supplier must provide a valid REX declaration or a Certificate of Origin (Form EUR.1).
| Product Category | UK MFN Duty (China) | UKVFTA Rate (Vietnam) | Annual Saving (1,000 units at £8 FOB) |
|---|---|---|---|
| Apparel/garments (HS 61-62) | 12% | 0–3.5% | ~£680–£960 per £8k goods |
| Footwear (HS 64) | 17% | 3.5% | ~£1,080 per £8k goods |
| Furniture (HS 94) | 5.6% | 0% | ~£448 per £8k goods |
| Bags and luggage (HS 42) | 3.7% | 0% | ~£296 per £8k goods |
| Electronic goods (HS 85) | 0–3.7% | 0% | £0–£296 per £8k goods |
For a UK Amazon seller moving £80,000 of garments from Vietnam annually, the UKVFTA duty saving versus sourcing from China could be £6,800–£9,600 per year — pure margin improvement.
UKVFTA duty savings only apply if the goods genuinely originate in Vietnam under the agreement's rules of origin. A garment sewn in Vietnam from Chinese fabric may not qualify. Epic Sourcing verifies origin compliance as standard on all Vietnam sourcing projects.
One of the questions we get most often from UK Amazon sellers is: "Should I just buy a generic product and put my label on it, or should I develop my own?" The answer depends on your budget, your brand ambitions, and how defensible you want your business to be on Amazon.
White labelling means taking an existing product that a manufacturer already makes and adding your own branding to it. White label is the fastest and cheapest route to market: MOQs are low (often 100–300 units), product lead times are short, and you don't need to invest in product development. The downside is that competitors can sell the identical product.
Private label goes one step further: you work with a manufacturer to modify an existing product to your specification — different colour, different materials, added features, or improved packaging — and manufacture it exclusively for you. This is the sweet spot for most serious UK Amazon sellers. Private label typically requires MOQs of 300–500+ units and tooling costs (£300–£2,000) on top of unit costs.
OEM means you're designing the product from scratch and having a factory manufacture it to your exact specification. This is the highest investment route — you'll need detailed product specifications, industrial design, tooling, testing, and certification — but it produces the most defensible product.
Fastest to market. Existing product, your branding.
White Label Package
Modified product, exclusive to you. Best for FBA brands.
Private Label Package
Full custom development. Your IP, your spec.
Secret Label Package
Getting your goods from a factory in China or Vietnam to an Amazon UK fulfilment centre is a multi-step process that's often more complex than first-time importers expect.
Sea freight is the default for most Amazon FBA shipments. It's significantly cheaper than air (typically 5–10x cheaper per kilogram) and is the only practical option for heavy or bulky goods. Sea freight from China to Felixstowe or Southampton takes 25–35 days from the port of loading. Most experienced FBA sellers work on a 90-day inventory cycle to account for production, sea freight, customs clearance, and Amazon's receiving time.
Air freight is used for initial sample quantities, urgent stock replenishment, or lightweight high-value goods where the premium is justified. Air freight from China to the UK takes 3–5 days.
Amazon has strict requirements for how goods must be prepared before arriving at a fulfilment centre. Key requirements include:
Before your goods leave the factory, you need to create a shipment plan in Amazon Seller Central that tells Amazon how many units you're sending and which fulfilment centre to send to. Amazon assigns a shipment ID and fulfilment centre address. This must be done before your freight forwarder can create the delivery booking.
At Epic Sourcing, we've spent years building supplier networks across China and Vietnam, and we work exclusively with UK businesses. Our clients range from first-time Amazon sellers placing their initial 300-unit order to established FBA brands turning over £2m+ annually.
We identify 3–5 verified manufacturers for your product, confirm they're actual factories (not trading companies), and verify their business registration, production capabilities, and existing certifications.
We negotiate pricing, MOQs, payment terms, and lead times on your behalf. Our volume relationships and local presence typically secure better pricing than you'd get going direct.
We arrange pre-shipment inspections and can conduct factory audits on your behalf — catching issues before they become expensive returns or Amazon listing problems.
We advise on UKCA/CE requirements for your product category, help you obtain the necessary test reports, and ensure your goods arrive with the documentation Amazon and HMRC require.
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Book a free 30-minute consultation with the Epic Sourcing UK team. We'll discuss your product, your target margins, and the best sourcing route for your business — China, Vietnam, or both.
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Honestly, yes — but with caveats. Amazon FBA remains one of the most scalable business models available to UK entrepreneurs. The challenges in 2026 are real: increased competition, rising FBA fees, greater compliance enforcement. Sellers who approach FBA with a proper sourcing strategy, defensible products, and realistic margin calculations are still building highly profitable businesses.
The honest minimum for a first order that makes economic sense is around £3,000–£5,000 total investment. This covers an initial order of 300–500 units, sea freight and customs clearance, Amazon prep and FBA inbound shipping, sourcing service fees, and product listing costs. Many first-time sellers underestimate total landed cost by 40–60% by forgetting freight, duty, VAT, FBA fees, and prep costs.
It depends on your product category. Products covered by UK technical regulations — including most electrical equipment, toys, machinery, and personal protective equipment — must have the appropriate conformity marking. Amazon enforces this through its product compliance programme. Many common Amazon FBA categories (homeware, apparel, beauty packaging) don't require mandatory conformity marking. Check the UK's Product Safety database on GOV.UK, or ask Epic Sourcing — compliance guidance is included in all our service packages.
In our experience, the single biggest mistake is ordering without a pre-shipment inspection. We've seen it countless times: sellers skip the £250 inspection on a £4,000 order and receive goods that don't match specification. The sample was fine; the bulk production was not. A pre-shipment inspection is the best insurance you can buy. The second most common mistake is buying on DDP Incoterms — it sounds convenient but means your supplier controls freight and customs, you have no visibility on actual costs, and you can't reclaim import VAT.
Vietnam is compelling for UK Amazon sellers in specific categories — primarily garments, footwear, bags, furniture, and some electronics. The UKVFTA duty savings can be substantial: garments attract 12% duty from China but 0–3.5% from Vietnam, which on £50,000 annual goods value saves £4,250–£6,000 per year. For UK FBA sellers whose product category aligns with Vietnamese manufacturing strengths, the UKVFTA plus quality combination is compelling. Epic Sourcing has active supplier relationships across Ho Chi Minh City and Hanoi industrial zones.
Whether you're placing your first Amazon FBA order or scaling an established brand, Epic Sourcing UK has the supplier relationships, compliance knowledge, and on-the-ground experience to make your sourcing process work. Based at 71-75 Shelton Street, London WC2H 9JQ — and working across China and Vietnam daily.
White Label from £699 · Private Label from £1,899 · Secret Label from £3,299
