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Enter the US market with the right first step

The US has a lot of buyers and a lot of rules. Many Chinese factories and brands that struggle there do not fail on product. They pick the wrong first channel, or they ship before they discover a missing certificate or an unregistered brand name. We confirm demand with US search and marketplace data first, then sequence your channels and compliance work by product type, and run a small pilot before you scale.

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Best for
Factories and brands entering the US for the first time, B2B or B2C
Usual channels
Market research, Google Search, own website, Amazon
What usually changes first
A sequenced entry plan and a compliance checklist

Signs you may recognize

These are common problems for Chinese companies preparing for the US. The earlier you catch them, the cheaper they are to fix.

  • You are not sure whether Amazon or your own site comes first

    One person wants to launch on Amazon for volume, another wants a brand website, a third wants to sign distributors at a trade show. Every route takes people, time and inventory, and doing all of them at once usually means none gets done properly. The right answer depends on whether you sell to businesses or consumers, and where US buyers normally look for your kind of product.

  • Demand is judged on gut feel, not US data

    Strong sales at home, or a buyer at a trade show saying it will sell, does not mean anyone in the US is searching for it. Google Trends shows relative interest and reports very low-volume terms as zero 1. Keyword Planner gives monthly search estimates 2. Read together with the competition in the matching Amazon category, these tell you whether demand is real and growing or just one customer's opinion.

  • Compliance surfaces at the last minute

    The US Consumer Product Safety Commission (CPSC) requires manufacturers and importers to certify many consumer products, and the certificate has to accompany the product or shipment and be given to retailers and distributors 3. Many companies only start looking for a lab when Amazon asks for documents or a buyer asks for a certificate, and the launch slips again and again.

  • Bluetooth or Wi-Fi products without FCC authorization

    The Federal Communications Commission (FCC) requires radio-frequency devices to be properly authorized before they are marketed or imported into the US 6. Many small appliances, smart devices and remote-controlled products contain a wireless module. Finding this out at shipping time means waiting for testing and approval.

  • Your brand name has no US trademark

    Amazon Brand Registry requires a registered or pending trademark from an approved government intellectual property office 16. A brand registered only in China cannot protect your US listings, and it may collide with a similar mark someone else already holds in the US.

  • Every tariff change forces a new price list

    US Customs and Border Protection (CBP) has issued a long series of guidance updates on the Section 301 tariffs on Chinese goods, and as of 2026 they are still being adjusted 23. If a pricing model hard-codes one duty rate, every policy change disrupts quotes, margins and the choice of channel.

Why the first step into the US is so easy to get wrong

The hard part of the US market is not a shortage of buyers. It is that one product can enter in several very different ways. Industrial buyers usually search Google for suppliers, read the website and send an RFQ. Consumers may compare prices and reviews directly on Amazon, or discover a brand on social media and order from its own site. Choose the wrong first channel and the first months of effort go where your buyers are not.

Read demand from US data, not home-market sales

The most reliable signal of US demand is what US buyers actually search for. Google Trends normalizes search data by time and location and scales it from 0 to 100 so terms and regions can be compared. It is based on a sample, and Google itself says it is not a perfect mirror of search activity 1. That makes Trends good for direction and seasonality, not for forecasting sales. Keyword Planner provides monthly search estimates, but Google also notes that real results depend on bid, budget, ad quality, location targeting and buyer behavior in your industry 2. We put both alongside the number of competing products and their reviews in the matching Amazon category, so you can see whether demand is real, whether it is growing and whether the space is already crowded.

The channel follows how your buyer buys

For B2B products (machinery, components, packaging, OEM/ODM), the buyers are importers, distributors and engineering purchasers. They want specifications, certifications, capacity and lead times, so the first channel is usually Google Search plus a professional English website, combined with distributor outreach. For B2C products the choice is Amazon, your own website, or both. Amazon brings existing shopping traffic and logistics. Your own site keeps the customer data and the brand margin. Which comes first depends on price point, repeat purchase, how much explanation the product needs, and whether your team can run two channels at once.

Compliance is part of the entry cost, not a final check

US product rules are spread across several agencies. This checklist is not legal advice. It helps you list the questions at the start, and the exact requirements for your product and use must be confirmed with a testing body or a lawyer:

  • General consumer products: manufacturers or importers issue a General Certificate of Conformity (GCC) based on test results, and it travels with the product 3. As of 2026, CPSC eFiling is mandatory: since July 8, 2026, importers of consumer products covered by a CPSC rule, ban or standard must file the certificate data electronically when they file the entry in CBP's ACE system, and goods entered from a Foreign Trade Zone follow from January 8, 2027 5.
  • Children's products: products designed or intended primarily for children 12 and under need third-party testing and a Children's Product Certificate (CPC) 4, with testing done at a CPSC-accepted laboratory 3.
  • Electronics and wireless products: RF devices need FCC equipment authorization before marketing or import, through either Certification or a Supplier's Declaration of Conformity (SDoC), plus labeling, manual statements and record keeping 6.
  • Food-contact materials: cookware, tableware and packaging that touch food are regulated by the FDA as food contact materials 7.
  • Medical devices: the FDA's Center for Devices and Radiological Health regulates firms that make or import medical devices sold in the US. Devices are Class I, II or III, and most Class II devices need a 510(k) premarket notification. As of 2026 the new Quality Management System Regulation is in effect 8.
  • UL / ETL: both marks come from Nationally Recognized Testing Laboratories recognized by OSHA. An NRTL tests and certifies a product against safety standards and then authorizes the manufacturer to use its mark 9. UL LLC and Intertek both appear on OSHA's list of NRTLs 10, and the ETL Listed Mark shows a product was independently tested and certified by Intertek 11. Retailers and engineering buyers often ask for one of these marks.
  • California Proposition 65: businesses must warn before exposing people in California to chemicals on the state's list for cancer or reproductive harm. The list is updated at least once a year, and enforcement can come from the Attorney General, certain district and city attorneys, or any individual acting in the public interest 12.

Check tariffs and logistics against official sources at the time

Tariffs are a moving part. CBP states that it makes the final determination of the correct duty rate, not the importer, and that a binding ruling can be requested for a specific item 20. We never hard-code a rate into a plan. Before pricing we check the US International Trade Commission's Harmonized Tariff Schedule 21, the USTR Section 301 pages 22 and the latest CBP guidance 23, and we recommend you confirm with a licensed customs broker.

How we do it

Six steps, from agreeing on the goal to deciding whether to scale after the pilot. Each step ends with something concrete in your hands.

  1. 01

    Understand the product and the goal

    We start with the exact products you want to sell in the US, your capacity, lead times, existing certifications and margin, and whether you want enquiries, distributors or retail orders. Different product lines from the same factory can need completely different entry routes, so we pick the one or two products best suited to go first.

    OutputAn entry goal statement and a shortlist of lead products.

  2. 02

    Validate US demand with data

    We use Google Trends for relative interest, seasonality and differences between states 1, and Keyword Planner for monthly search estimates on the main keywords 2, then review the competing products, reviews and price bands in the matching Amazon category. For B2B products we also check the trade terms US buyers really use and whether search results show manufacturers, distributors or directories.

    OutputA demand validation report that separates what the data supports from what is still an assumption.

  3. 03

    Choose the first channel by product type

    B2B products usually start with Google Search, an English website and distributor development. B2C products choose between Amazon, an own website or both. We write down the people, inventory, time to launch and risk each option needs, so you can pick a starting point your team can actually run well instead of opening every channel at once.

    OutputA channel sequence that names the first channel and the path to expand later.

  4. 04

    Build the compliance and brand checklist

    For each product we list the CPSC, FCC, FDA, UL/ETL and Prop 65 questions that may apply 367912, and we check the trademark position: a search of the USPTO database for similar marks 15, and a reminder that foreign-domiciled applicants must be represented by a US-licensed attorney 14. Test reports and legal opinions come from the lab and lawyer you choose. The checklist organizes the questions and shows who needs to confirm each one.

    OutputA compliance and trademark checklist with official source links, owners and dates.

  5. 05

    Launch a small pilot

    We build the landing pages or listings for the chosen channel and localize them into US English: imperial units, US sizing conventions, and US date and phone formats. Logistics is your decision with your logistics provider; the plan sets out the main differences between Fulfillment by Amazon (FBA), where Amazon stores, picks, packs, ships and handles customer service and returns 18, and a third-party warehouse (3PL). For multi-language or multi-region sites we follow Google's guidance on hreflang and locale-specific URLs rather than redirecting by IP 24.

    OutputA live pilot channel, localized content and a short FBA versus 3PL comparison.

  6. 06

    Measure the pilot, then decide whether to scale

    During the pilot we track enquiries, sample orders or sales from each channel, and find where people drop off: nobody searching, searching but not clicking, visiting but not enquiring, or enquiring but not buying. At the end you get a scaling recommendation based on real data: continue, adjust, or switch channel.

    OutputMonthly reports and a pilot review with recommendations for the next phase.

The usual approach and ours

The difference is not how much gets done. It is the order and the evidence behind it.

TopicThe usual approachHow Clickto does it
Judging demandRely on home-market sales or trade-show feedback, then build stock.Confirm US demand with Google Trends, Keyword Planner and Amazon category data before sizing the first order 12.
Choosing channelsFollow competitors, or open every channel at the same time.Pick one starting point based on how B2B or B2C buyers buy, with a written expansion order.
ComplianceStart looking for a lab when a platform or buyer asks for a certificate.List CPSC, FCC, FDA, UL/ETL and Prop 65 questions per product at the start, with official sources 3612.
TrademarkRely on a Chinese registration and apply only when Amazon blocks you.Search the USPTO database first, file through a US-licensed attorney, and line up Brand Registry eligibility 131516.
TariffsBuild quotes on a rate someone checked once.Never hard-code a rate; re-check the HTS, USTR and CBP before each price decision 212223.
ScalingLaunch with heavy ad spend and large inventory from day one.Run a small pilot first, and decide to continue, adjust or switch from monthly data.

What you get

First month

  • A shortlist of lead products and the entry goal
  • A US demand validation report (search trends, volume estimates, Amazon category competition)
  • A channel sequence, with the reasons the first channel comes first
  • A per-product compliance and trademark checklist with official source links
  • US English localization notes: units, sizing, date formats, common terms

Each month of the pilot

  • Setting up and launching the pilot channel (landing pages, Google Search ads or Amazon listings)
  • Comparison notes on FBA versus a third-party warehouse, for you and your logistics provider to decide
  • Tracking for enquiries, sample orders and sales
  • A monthly report on which channel brought customers and where people dropped off
  • A pilot review and scaling recommendation at the end

What we need from you

  • Product specifications, materials, intended use and any existing test reports or certificates
  • Capacity, lead times, minimum order quantities and acceptable price ranges
  • Your brand name and its trademark status
  • One decision-maker, plus an engineer or salesperson who can answer technical questions

Clickto is not a law firm, testing laboratory or customs broker. The compliance checklist identifies the questions and the official sources. Test reports, certificates, trademark filings and tariff classification must be confirmed by a qualified lab, a US-licensed attorney and a licensed customs broker. The final scope depends on what the free diagnosis finds, and we do not guarantee rankings, traffic or sales.

Channels this solution usually uses

You will not need all of them. Demand validation decides your first and second channel.

Related work

US market entry planning for a factory.

Vanyo website home page Vanyo US market entry plan for a 3D printing filament factory.

Questions

Should we start on Amazon or with our own website?

It depends on the product and the team. If the price point is moderate, buyers usually compare on Amazon and you can manage inventory, Amazon is often the faster start because it brings shopping traffic and logistics. If the product needs explaining, involves customization or wholesale, or you want to own customer data, your own site fits better. Many brands end up doing both, but it is usually wiser to get one stable before opening the second.

We are a B2B factory. Do we need Amazon?

Usually not as the first channel. US importers, distributors and engineering buyers tend to search Google for suppliers, check specifications, certifications and capacity on the website, then send an RFQ. The usual advice is for B2B factories to start with Google Search and an English website alongside distributor outreach. If some of your products are standard consumer goods, Amazon can be assessed separately for those.

What tariff will the US charge on our product right now?

We do not quote rates on this page or in plans, because as of 2026 tariffs on Chinese goods are still being adjusted and CBP keeps issuing Section 301 guidance 23. The rate depends on how your product is classified in the Harmonized Tariff Schedule 21 and on the Section 301 measures published by USTR 22. CBP says it makes the final determination and that you can request a binding ruling for a specific item 20. Before pricing, have your customs broker check the current official information.

Which certifications does our product need?

It depends on the product and its use. General consumer products usually need a GCC 3, children's products need third-party testing and a CPC 4, wireless electronics need FCC equipment authorization 6, food-contact materials are regulated by the FDA as food contact materials 7, and medical devices have their own classes and premarket requirements 8. UL or ETL marks come from OSHA-recognized testing laboratories 9; they are not mandatory for every product, but retailers and engineering buyers often ask for them. Products sold into California also need a Prop 65 assessment 12. And as of 2026, importers must eFile the certificate data with CPSC when they file the entry with CBP 5, so certificates need to be ready before the goods ship. The checklist sets out these questions; a testing body confirms the answers.

Do we really need a US trademark first?

We strongly recommend dealing with it early. A trademark protects how your brand is used on specific goods 13, and Amazon Brand Registry needs a registered or pending mark 16. The USPTO requires foreign-domiciled applicants to be represented by a US-licensed attorney 14. Searching the USPTO database for similar marks before filing 15 avoids discovering months later that the name is already taken.

FBA or a third-party warehouse?

They do different jobs. With FBA, Amazon receives and stores your stock and handles picking, packing, shipping, customer service and returns. It suits Amazon-led B2C products, but you must first check FBA product restrictions and follow its prep and labeling requirements 18. A 3PL is more flexible and can ship for your website, distributors and several marketplaces at once. Many brands combine the two, and the right mix depends on your channels and product size.

We have no US company. Can we still import and sell?

CBP says it does not require importers to hold a CBP license, although other agencies may require permits or certification for certain goods, and entry forms ask for an importer number, which can be a CBP-assigned number requested on CBP Form 5106 19. Who acts as importer of record and which broker to use depends on your channel (Amazon, distributors or your own site) and tax setup, and should be confirmed with a customs broker and tax advisor.

Our product is made in China. Can we say Made in USA?

Not loosely. The Federal Trade Commission requires an unqualified Made in USA claim to meet the all or virtually all standard, on labels and also online and in catalogs, and CBP requires imported foreign products to be marked with their country of origin 17. If you assemble or partly process in the US, have a lawyer review the wording.

Related solutions

Sources

  1. 1FAQ about Google Trends data · Google Trends Help
  2. 2Use Keyword Planner · Google Ads Help
  3. 3Testing & Certification · U.S. Consumer Product Safety Commission
  4. 4Children's Products · U.S. Consumer Product Safety Commission
  5. 5eFiling Frequently Asked Questions (FAQ) · U.S. Consumer Product Safety Commission
  6. 6Equipment Authorization · Federal Communications Commission
  7. 7Packaging & Food Contact Substances (FCS) · U.S. Food and Drug Administration
  8. 8Overview of Device Regulation · U.S. Food and Drug Administration
  9. 9OSHA's Nationally Recognized Testing Laboratory (NRTL) Program · Occupational Safety and Health Administration
  10. 10Current List of NRTLs · Occupational Safety and Health Administration
  11. 11ETL Listed Mark · Intertek
  12. 12Frequently Asked Questions (Proposition 65) · California Office of Environmental Health Hazard Assessment
  13. 13What is a trademark? · United States Patent and Trademark Office
  14. 14Hiring a U.S.-licensed attorney · United States Patent and Trademark Office
  15. 15Search our trademark database · United States Patent and Trademark Office
  16. 16Requirements and tips for enrolling a brand in Amazon Brand Registry · Amazon
  17. 17Complying with the Made in USA Standard · Federal Trade Commission
  18. 18Amazon FBA (Fulfillment by Amazon) · Amazon
  19. 19Tips for New Importers and Exporters · U.S. Customs and Border Protection
  20. 20Determining Duty Rates · U.S. Customs and Border Protection
  21. 21Harmonized Tariff Schedule · U.S. International Trade Commission
  22. 22China Section 301-Tariff Actions and Exclusion Process · Office of the United States Trade Representative
  23. 23Trade Remedies · U.S. Customs and Border Protection
  24. 24Managing Multi-Regional and Multilingual Sites · Google Search Central

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