When you sell in an Amazon marketplace, you are required to provide customer support in the local language of the marketplace. For instance, if you are selling on Amazon.co.jp or Amazon.es, you are required to provide customer support in Japanese or Spanish, respectively.
When you fulfill customer orders yourself, it's not just the picking, packing, and shipping to customers that you'll need to handle; Amazon also requires that you handle customer support. This can be challenging if you are selling in an Amazon marketplace where you don't know the language.
You may be tempted to use automated computer translators to respond to email inquiries from international customers. However, a risk to this approach is that machine translation may lead to less-than-optimal translations, which in turn could lead to a poor customer experience, ultimately affecting your seller performance ratings. A better option, if you do not have in-house customer service capabilities in the local language, is to use third-party service providers to handle your customer support.
Customers expect prompt, helpful service when they have questions or concerns about your products. To maintain a healthy seller scorecard, you should have customer-service specialists who understand your products, that know where the customer's product is and when it will be delivered, and who can respond quickly (within 24 hours) to customer e-mail contacts in the local language. This may be challenging when selling in marketplaces that are in different time zones from your place of business, as the time differences will shorten the timeframe in which you can respond to customers during your regular business hours.