Avalara vs Taxually (2026): Which Fits Your Amazon EU VAT Setup

Short answer: for EU VAT specifically, neither company publishes a price you can compare — Avalara’s public rate card covers only its US sales tax plans, and taxually.com/pricing still returns HTTP 404 (both checked 2026-09-01). So the decision is not a price comparison. It is a risk comparison, and the two vendors fail in different places. In our corpus of dated public reviews, Avalara’s European problems cluster mid-relationship and at the exit — filings that stop, registrations cancelled, an account abandoned when a partnership ended. Taxually’s cluster at the front end — registrations that never arrive while the subscription bills anyway.

Pick Avalara if you need one vendor across US sales tax and EU VAT, have an ERP and a finance owner, and can absorb a slow support cycle. Pick Taxually if EU VAT plus US sales tax under one contract is the requirement and you have someone who will chase weekly from day one. This page compares compliance services and is not tax or legal advice.

The Amazon Route That Sent You Here Is Closed

Both companies were reachable through Amazon once. That door is shut. An Amazon Seller Central Europe announcement titled “VAT Services on Amazon ends on October 31, 2024” states “We’ve decided to end the VAT Services on Amazon programme on October 31, 2024” and told sellers their provider “will manage all future VAT filings and charge you directly” (Seller Central Europe , checked 2026-09-01).

Two consequences shape everything below. First, whichever you sign, you are signing a direct commercial contract with no marketplace escalation path when it stalls. Second, Avalara’s own withdrawal from the programme is itself part of its complaint record — one FBA seller wrote that when “their partnership with Amazon ended, they simply walked away” (Trustpilot, 2026-02-19). Third-party sources including Staxxer and AVASK report the withdrawal; Avalara does not announce it on its current site, so treat the framing as third-party information.

What Each One Actually Sells for EU VAT

Avalara splits the work into two named products, and the split matters more than the branding. On its VAT returns page (checked 2026-09-01) it describes Avalara VAT Reporting as “Best for businesses that prefer to keep VAT reporting in-house, with software that helps automate and simplify the process”, and Avalara Managed VAT Reporting as “Best for businesses that prefer to hand off VAT reporting to experts, especially when managing complex obligations across multiple countries”. The in-house product is software you operate; the managed one is a service where “The Avalara compliance team handles registrations, return preparation, submission, fiscal representation where required, and tax authority correspondence on your behalf”. Both run “150+ automated checks for detailed error identification and correction”, and the platform offers “an Amazon extractor for marketplace sellers” alongside SAP, Oracle and NetSuite connectors.

Taxually sells four products under one platform, named in its navigation on 2026-09-01: CrossTax (“Seamless VAT Solutions for a Borderless World”), LumaTax for US taxation, EcoTax for environmental obligations, and OneTax for payments. EU VAT sits in CrossTax, whose page promises “Register for VAT in any country in minutes” and data that arrives automatically — “Pull sales data from platforms like Amazon and eBay automatically, eliminating manual work” — validated against “250+ rules” before filing (checked 2026-09-01).

The structural difference: Avalara makes you choose between software and service and prices them separately; Taxually presents one bundled platform-plus-service and routes every enquiry to a demo. Our Avalara review and Taxually review go deeper on each individually.

Pricing: Neither Publishes an EU VAT Number

This is where most comparison pages get sloppy, so read the table carefully. Avalara does publish prices — for the wrong half of the product if EU VAT is what you need.

Sources: avalara.com pricing , avalara.com VAT returns and reporting and taxually.com , all fetched 2026-09-01.

Avalara states the EU side plainly: “Pricing for Avalara Managed VAT Reporting is tiered by service level (Small Business, Standard, and Premium) and scales with the number of countries, the filing frequency, and whether you need fiscal representation, IOSS intermediary services, or Intrastat”, with in-house VAT Reporting “licensed by country footprint and entity count”, and closes with “A short scoping call is the fastest way to get an indicative figure.” No currency figure appears.

Taxually publishes nothing at any level. The only EU numbers available are amounts individual reviewers report paying: one seller was “quoted €2,300 per year” for a single Spanish VAT registration and called it excessive (Trustpilot, 2026-03-18). Treat that as one reported experience, not a tariff.

The practical read: if EU VAT is your whole requirement, both vendors are quote-only and you cannot shortlist on price. If you also need US sales tax, Avalara is the only one of the two that lets you budget a floor before the sales call — and Core Compliance + SST lists $100 per state per year below the standard plan, which is worth checking eligibility for before comparing vendors at all.

Coverage and Filing Types, Side by Side

All quoted strings above are from the vendors’ own pages, checked 2026-09-01.

The asymmetry is not subtle. Avalara names its countries, its return types, its e-filing formats and its UK recognition status. Taxually’s public pages describe outcomes (“in minutes”, “any country”) without a coverage list you could hold it to. For a compliance purchase, a specific claim you can check beats a broad one you cannot — and the specificity gap is the strongest thing Avalara has going into this comparison.

What the Complaint Record Says About Each

We keep a corpus of dated public reviews for the providers we cover. Counted on 2026-09-01 it holds 68 Avalara entries and 62 Taxually entries, spanning 2024-07-03 to 2026-06-30 and 2024-01-24 to 2026-07-05 respectively, weighted heavily toward one-star reviews. This is a self-selected population and not a rating; read it as a map of failure modes.

Avalara’s European failures happen after you are in. A seller reported that Avalara “deregistered us for IOSS with the Spanish tax authorities 3 months into our prepaid period” (Trustpilot, 2025-07-01). Another: “They failed to send the VAT calculations to the German Federal Tax Office, and we received massive penalties because of that” (Trustpilot, 2025-10-28). A third reported an address change filed wrongly — “they gave the Spanish tax authorities the wrong address” (Trustpilot, 2026-02-09). One describes a registration undone: “The only successful registration they processed, they then cancelled for no reason at all and we had to start from scratch again” (Trustpilot, 2026-05-15). Getting registered is also not instant here — “the process of getting a Dutch VAT & EORI number took roughly 12 weeks” (Trustpilot, 2025-09-12).

Taxually’s failures happen before you are in. The largest cluster is registrations that do not arrive: “Nearly one year ago, I engaged Taxually to handle my German VAT registration. After almost twelve months, the process still had not been completed” (Trustpilot, 2026-07-05). “We are into our 4th month of trying to get an overseas VAT registration, I have had to keep chasing when it should be the other way around” (Trustpilot, 2026-04-29). Filing failures appear too — “They did not file our UK VAT return and we got penalty from HMRC” (Trustpilot, 2026-04-29) — as does an absence of filing proof: “we have not received a single official, documented confirmation that our submissions have actually been filed” (Trustpilot, 2026-03-20).

Both records name the same support failure. Taxually: “every time a different person replies, which clearly shows that no one is taking responsibility for the case” (Trustpilot, 2026-04-17). Avalara’s reviewers describe cases handed between representatives in the same shape. Neither vendor’s public record supports the idea that you get a named owner by default.

Both records also contain named people who fixed things. A three-star Avalara reviewer edited their review to add that “Pete from Avalara followed up and helped explain the situation and was helpful” (Trustpilot, 2025-11-12). A three-star Taxually reviewer credited a named specialist: “Tana has been very helpful in getting us all set up with our AU registration” (Trustpilot, 2026-03-19). In both companies, outcomes appear to track which desk you land on more than which logo is on the invoice.

Two Vendor Signals Worth Ten Minutes

Before either sales call, open the Taxually homepage yourself. On 2026-09-01 it carries three different customer counts on one page — “We’ve helped 20,000+ companies grow” at the top, “We’ve helped 15,000 companies grow” in the hero band, and “We’ve helped 13000+ companies grow” above the testimonials. The statistics block below the fold still shows unreplaced template text: a heading reading “Lorem ipsum dolor lorem ipsum” and the caption “Lorem ipsum dolor sit amet” under each of the figures “286%”, “500K” and “$100k”. Two testimonials on the same page are attributed to “John Doe”, Indirect Tax Director at Citrix, and “Elton John”, Indirect Tax Director at Amer Sports.

None of that proves anything about filing quality, and we are not inflating it into a verdict. But a vendor asking for authority over your VAT registrations is selling attention to detail, and the homepage is the artefact it fully controls. Avalara’s equivalent pages, whatever else the reviews say about delivery, are internally consistent and specific.

Which Seller Each One Fits

Avalara fits you if you sell across Amazon plus your own storefront or wholesale, need US sales tax and EU VAT from one vendor, run an ERP on its connector list, want named country coverage and return types in writing, and have someone internally who will escalate when a filing goes quiet. The published US per-state list also gives you a budget floor that Taxually cannot.

Taxually fits you if EU VAT plus US sales tax under one contract is the requirement, you are past the point where a local accountant scales, and you have the bandwidth to actively manage the provider from week one — including a written registration timeline with a fee consequence if it slips, and a billing trigger tied to VAT-number issuance rather than signup.

Neither fits you if you need one or two registrations and a price you can compare before a sales call. For a published rate card in this category, hellotax is the readable option; SimplyVAT sells a similar managed shape with its own record. If you are leaving one of these two rather than choosing between them, our Avalara alternatives and Taxually alternatives pages sort replacements by the specific failure you are escaping. And if US sales tax is the real driver, start with our Amazon FBA sales tax primer — marketplace facilitator rules may already cover more than you think.

What to Get in Writing, Whichever You Sign

1. A registration timeline per country, with a consequence. Both records contain multi-month registrations. A date without a fee attached is a hope, not a term.
2. The billing trigger. Subscription starting at signup rather than at VAT-number issuance is the single most repeated money complaint in the Taxually record.
3. A named case owner per country. Both vendors’ reviewers describe unowned queues. Ask who handles Germany specifically, by name.
4. Written submission proof each period. “We filed it” in a portal is not a receipt from a tax authority.
5. Exit terms before you need them. Avalara’s record includes an account abandoned when a partnership ended and registrations cancelled without notice; know how your registrations transfer out.

Scored against our eight dimensions — Accuracy, Ease, Depth, Automation, Team Fit, Support, Pricing and Stage Fit (see our scoring methodology ) — we are not putting numbers on either vendor. That rubric earns its scores from hands-on use, and this is built from vendor pages and dated public reviews, not a benchmark. Before signing either, amzbase’s guide to vetting an EU/UK VAT provider sets out what to ask about licensing and delivery model.

Frequently Asked Questions

Which is cheaper, Avalara or Taxually, for EU VAT? Unknown, and not knowable from public information. As of 2026-09-01 Avalara publishes no EU VAT price — its Managed VAT Reporting is “tiered by service level (Small Business, Standard, and Premium)” with “A short scoping call” the route to a figure — and taxually.com/pricing returns HTTP 404. Avalara’s published “$79” “state/month” and “$799” “state/year” plans cover US sales tax only.

Does either still work through Amazon’s VAT programme? No. Amazon ended VAT Services on Amazon on 31 October 2024 and moved sellers onto direct contracts with their provider (Seller Central Europe, checked 2026-09-01). Any arrangement with either company is now a direct contract with no marketplace escalation route.

Which one covers more countries? Avalara states specific numbers: “48 countries through Avalara VAT Reporting… and 53 countries through Avalara Managed VAT Reporting” (checked 2026-09-01). Taxually’s CrossTax page claims registration “in any country in minutes” without publishing a country list, so the two claims are not directly comparable. Ask both for a written list of the countries you actually sell into.

Is one of them safer than the other? Neither record is clean. The difference is timing: Avalara’s reported European failures concentrate on filings, registrations and hand-offs after you are a customer, while Taxually’s concentrate on registrations that never complete while billing runs. Choose based on which risk your business can absorb, and put the contract terms above in writing either way.

Disclosure: Links in this article are standard, non-affiliate links; amzfinder earns nothing from Avalara, Taxually or any provider named here, and does not accept paid placement or sponsored reviews. This comparison is built from both vendors’ public pages and dated public reviews, not a hands-on benchmark or a client relationship of ours. It compares tax compliance services and is not tax or legal advice. Vendor pages cited were checked 2026-09-01. Last updated: September 2026.