Amazon is one of the biggest ecommerce companies in Europe.  Especially in the United Kingdom and Germany, the company is not shy with launching new initiatives. On this page, you can find out more about the current state of Amazon in Europe.

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Amazon launched its website in the US in 1995 and after three years it opened its digital doors in the United Kingdom, while also launching Amazon Germany. In the years after that, it quickly expanded in Europe with many dedicated websites. According to the company, Amazon has invested 215 billion euros in Europe since 2010.

Amazon is launching a dedicated marketplace in Ireland

It now has dedicated online stores in France, Italy, Spain, the Netherlands, Sweden, Poland and Belgium. In 2024, Amazon announced that it will launch a dedicated online store in Ireland. The launch will take place in 2025.

Throughout Europe, Amazon has a network of fulfillment centers, as well as distribution and logistics centers. In 2023, it had more than 350 logistics sites across Europe, most are located near major cities. In that same year, the company opened its first fulfillment center in the Netherlands, with 2,200 cubic meters of storage space.

Between 2022 and 2027, Amazon will invest more than €1 billion into decarbonizing its transportation network

In 2022, Amazon announced that it will invest over one billion euros by 2027, in an effort to decarbonize its transportation network in Europe. The company wants to become net-zero carbon by 2040.

It also wants to operate more than 10,000 electric delivery vans across the continent by 2025. In 2024, it launched a rail service to move products between distribution centers in Italy and Germany by train. In 2024, it announced that it is revamping its delivery network in the United Kingdom with micromobility hubs. The company has also invested heavily in renewable energy projects, in an effort to power its operations with 100 percent renewable energy by 2025.

Looking for ecommerce software to start selling in Europe? Webador and Shopify are platforms that are well optimized for cross-border ecommerce.

Amazon’s services

The ecommerce giant started as an online store, but now it also generates revenue with products such as its hosting solution Amazon Web Services and its paid subscription service Amazon Prime. This service was announced in 2005 and later also became available in Europe. Members pay around 50 euros per year, for free and fast delivery. It also includes Prime Video, Prime Gaming, unlimited photo storage and access to deals during Prime Day.

The ecommerce giant has several services to offer customers faster deliveries.

The company also offers Amazon Prime Now, giving Prime members the opportunity to have products delivered to them within one hour. It also has a service called Amazon Fresh, through which customers can order deliveries.

The ecommerce giant also has another product called Amazon Business, a marketplace dedicated to businesses. It started in the US, but it has also launched European marketplaces. Between 2020 and 2022, Amazon Business’ gross sales in Europe increased at a compound annual rate of 25 percent. In 2023, it was active in Germany, Britian, Italy, Spain and France. Amazon has plans of expanding it further.

Products that are offered with FBA are also eligible for free shipping and fast, one-day delivery. According to a study conducted by the company in 2020, it can increase sales by up to 26.5 percent. Selling cross-border is also easier with FBA, as online stores can use Amazon’s extensive logistics network.

There has also been a lot of criticism in Europe about Amazon’s trade practices, which has resulted in legal action. In 2021, the company was fined with 746 million euros by the European Union for violating privacy laws. In that year, Fulfilment by Amazon was fined 1.13 billion euros by Italian antitrust authority AGCM, for abusing its market dominance and disadvantaging competitors. In 2024, the ecommerce giant again received a fine of 10 million euros from AGCM, for unfair trade practices.

However, that influence also means that the company truly is a market leader. According to a report published in 2023, Amazon even influences offline retail in Germany. More than one-third of all purchases in physical stores are preceded by a search for information on Amazon. And 20 percent of German consumers would shop less if the ecommerce giant is no longer available.

If Amazon starts offering a certain service (like faster delivery), many online retailers will soon follow, because they do not want to lose their market share to the company. Niche players are afraid the ecommerce giant will one day enter their market and wipe them out with lower prices, better service and faster delivery.

Since 2020, Amazon seller acquisition companies have become very popular. These companies acquire and scale Amazon FBA brands and sellers.

Looking for ecommerce software to start selling in Europe? Webador and Shopify are platforms that are well optimized for cross-border ecommerce.

Frequently Asked Questions

Below are some frequently asked questions about Amazon in Europe:

In which European countries is Amazon active?

Amazon is active in the following countries in Europe: France, Germany, Italy, the Netherlands, Spain, Sweden, Turkey, the UK, Sweden, Poland and Belgium. In these markets, it has a dedicated, localized ecommerce website. It will launch a dedicated online store in Ireland in 2025.

Can I sell on multiple marketplaces with my Amazon account?

Yes, you can! If you have an EU selling account, you can sell products in multiple European marketplaces from that single account. With your Amazon Europe Marketplace Account, you’re automatically allowed to sell on all Amazon EU marketplaces. However, you will get asked to define your local European marketplace, like France.

To start selling, you need to define your local marketplace.

What are the differences between selling on Amazon in the EU and the US?

There are, of course, more similarities than distinctions between selling on Amazon marketplaces and selling on Amazon.com.

However, there are some important differences. For example, there are tax requirements for sales of products to consumers in Europe. And if you have sales on a certain Amazon EU marketplace, you need to make sure you comply with all local regulations.

Also, keep in mind that certain product standards (like the number of Volts in electronic devices) can differ across Europe. The ecommerce giant also requires that listings and customer support are provided in a marketplace’s local language.