MOR model
Merchant of Record: sell on Amazon in Europe and the US without your own account
Your brand sells through Retime's established Amazon account and FBA setup. We act as the seller of record and handle VAT and compliance on that channel, plus operations, advertising and settlement. Available in Europe and the US, with Asia coming soon through our partners.
How it works
Four steps from agreement to sales
Onboard your products
We agree the assortment, pricing and target markets, and collect product data, images and compliance documents.
Retime lists and ships to FBA
We create and optimise the listings in our own account and move your goods into Amazon FBA warehouses in Europe or the US.
Retime sells and runs ads
We are the seller of record. We handle customer service, returns, pricing and the full advertising programme.
Monthly settlement
You get a monthly settlement for sold volume plus reporting on sales, stock and advertising performance.
Who it suits
Fast entry, low internal effort
Ideal for brands that want to enter Amazon in Europe or the US quickly without setting up their own entity, VAT registrations and account. Not every brand is a fit: we assess each brand and its products before we start.
- No local entity or VAT registrations required from you
- Retime carries VAT and compliance on the Amazon channel
- Listings, FBA logistics, customer service and returns handled
- Advertising planned and optimised by the same team
- Monthly settlement and clear reporting
- Every brand and product assessed for fit
Choose your model
Agency vs MOR
Both models are run by the same team. The difference is who owns the account and who carries the compliance work.
| Agency model (your account) | MOR model (our account) | |
|---|---|---|
| Who owns the Amazon account | You do. Retime works inside your Seller Central or Vendor account. | Retime does. Your products sell through our established Amazon account. |
| VAT and compliance | Yours, with hands on support from us on VAT, EPR and product compliance. | Handled by Retime as seller of record on that channel. |
| Speed to market | Depends on your choice of FBA or FBM fulfilment, plus account and compliance setup. | Fast. No new entity, VAT registrations or account needed from you. |
| Data and reporting | Full access to your own account data, plus Retime reporting. | Regular sales and performance reporting from Retime. |
| Best for | Brands that want to own the channel long term and build in house capability. | Brands that want to enter Amazon Europe quickly with low internal effort. |
FAQ
Merchant of Record questions
- What does Merchant of Record mean on Amazon?
- It means Retime is the legal seller on the Amazon channel. Your products are sold through Retime's own Amazon account and FBA setup, and Retime carries the seller obligations including VAT and compliance on that channel.
- Do I need my own Amazon account or a local entity?
- No. That is the point of the model. You do not need a local entity, VAT registrations or your own Seller Central account to start selling on Amazon in Europe or the US with Retime as Merchant of Record.
- Who handles VAT and compliance?
- Retime does, as seller of record on that channel. That covers VAT handling on the Amazon sales, along with EPR and packaging obligations tied to selling through our account. You remain responsible for product level compliance and documentation.
- How fast can we go live?
- Because there is no account or VAT setup on your side, brands typically go live in a matter of weeks once products, pricing and stock are agreed and goods reach the FBA warehouse.
- How and when do we get paid?
- Retime buys or settles the sold volume and pays you monthly, based on the agreed commercial terms. You receive regular sales and performance reporting alongside the settlement.
- Can every brand join the MOR model?
- No. The MOR model is selective. We assess every brand and its products, including margins, category and demand, to decide whether they are a good fit for selling through our account.
Want to sell on Amazon in Europe or the US without the setup?
Get in touch and we will walk through your assortment, margins and the fastest route to live sales.