Selling in the US: 8 Things to Prepare Before You Launch
Many factories arrive in the US with a great product and a strong price, only to stall because a listing is suppressed, a shipment is held at customs, or a competitor hijacks the brand. Almost all of these problems can be avoided with preparation. Here are eight things to have in place before your first US launch.
Requirements vary by product category, marketplace and state, and they change over time. Use this list as a starting point, and confirm details with official sources and qualified professionals (customs brokers, trademark attorneys, tax advisors).
1. Business entity and tax basics
Whether you need a US company depends on where and how you sell. Some marketplaces accept China-based businesses directly; others, or certain programs within them, may ask for a US entity, a US tax ID or a US bank account. Check each platform's current seller requirements before you set anything up.
On sales tax: most US states with a sales tax have marketplace facilitator laws, which generally make the marketplace responsible for collecting and remitting sales tax on orders placed through it. Sales through your own website are different and may create obligations in states where you reach certain sales thresholds. Income tax and entity structure are separate questions. This is not tax advice, so speak with a cross-border tax professional before deciding.
2. A US trademark
A registered or pending US trademark protects your brand name and is often the key to brand programs such as Amazon Brand Registry and similar brand tools on other marketplaces. Those programs typically unlock enhanced content, brand stores, better control over listing details, and tools for reporting infringement. Check each program's current eligibility rules.
Two practical points: file early, because examination by the USPTO can take many months; and note that applicants based outside the US are generally required to use a US-licensed attorney. Search for conflicting marks before you print packaging.
3. Product compliance and certifications
US rules are category-specific, and marketplaces may ask for documents before they let you sell. A few common examples (not a complete list):
- Electronics: devices that emit radio frequency energy usually need FCC equipment authorization.
- Children's products: items designed for children 12 and under generally need third-party testing by a CPSC-accepted lab and a Children's Product Certificate.
- FDA-regulated items: food, cosmetics, medical devices and some related products have their own registration, labeling or listing rules.
Other categories may involve UL-type safety standards, state rules such as California Proposition 65 warnings, or restricted-product approvals. Confirm your category's requirements with a testing lab or compliance consultant.
4. Product liability insurance
If a product causes injury or damage in the US, the seller can face costly claims. Some marketplaces require sellers to carry product liability insurance once they reach certain sales levels, and large retailers often ask for it as well. Even when it is not required, it is worth pricing a policy early so the cost is built into your margins. Check the platform's current coverage and "additional insured" requirements.
5. Importing and logistics
Every shipment needs an importer of record (IOR), the party responsible for customs compliance, correct classification and paying duties. Marketplaces generally do not act as your IOR, so plan who will fill this role. A licensed customs broker can file entries and advise on HS codes, customs bonds and current duty rates, which have changed often in recent years.
After customs, you have several fulfillment options:
- FBA (Fulfillment by Amazon) or WFS (Walmart Fulfillment Services): the marketplace stores, picks, packs and ships.
- A US 3PL warehouse: one inventory pool serving several channels, including your own site.
- Self-fulfillment with discounted labels: useful for smaller volumes or oversized items. Compare rates with our shipping calculator and see how to cut US shipping costs.
6. Listing content and localization
US shoppers compare quickly. Your listing should feel native:
- Use US units (inches, pounds, fluid ounces, °F) and US plug and voltage specs where relevant.
- Write natural American English: clear benefit-led titles and bullet points, not machine translation.
- Follow each marketplace's image rules (for example, clean main images) and add lifestyle images showing US-style settings.
- Research the keywords US buyers actually search, which may differ from your internal product names.
7. Advertising budget and launch plan
New listings rarely sell on their own. Plan a launch budget for sponsored ads, samples and early review-generation programs that comply with platform rules. Expect to spend more in the first weeks while the algorithm learns and you test keywords, and set a target ACoS or TACoS so you know when to scale or cut back. Time your launch around inventory arrival, and avoid starting just before peak season if your stock position is uncertain.
8. Returns and customer service
US customers expect easy returns and fast replies. Many marketplaces set standard return windows (often around 30 days, sometimes extended for the holidays) and track response times and order defect rates. Decide in advance how you will handle returns: restock, liquidate or dispose. Build expected return costs into your pricing, and make sure someone can answer messages in English within the platform's required timeframe.
Pre-launch checklist
| Item | Why it matters | Who can help |
|---|---|---|
| Entity and tax setup | Meets platform seller requirements and avoids tax surprises | Cross-border tax advisor, accountant |
| US trademark | Brand protection and access to brand programs | US-licensed trademark attorney |
| Compliance and certifications | Prevents listing removal, customs holds and recalls | Testing labs, compliance consultants |
| Product liability insurance | Covers claims; may be required by platforms | Insurance broker |
| Importer of record and customs | Keeps shipments moving and duties correct | Licensed customs broker, freight forwarder |
| Fulfillment (FBA, WFS, 3PL) | Controls delivery speed and cost | Marketplace programs, 3PLs, e-commerce agency |
| Localized listings | Drives conversion and search visibility | E-commerce agency, native copywriters, photographers |
| Ad budget and launch plan | Builds early sales and ranking | E-commerce agency, in-house ads team |
| Returns and customer service | Protects account health and reviews | Customer service team, 3PL, agency |
How Atronia Innovations helps
Our Brand Accelerator is designed for brands new to the US. With teams in Los Angeles and Shenzhen, we help you work through this checklist, coordinate listings, ads, fulfillment and shipping, and point you to the right specialists for legal, tax and compliance questions. Ready to plan your launch? Talk to us.
