Amazon in Europe 2026: Marketplaces, Revenue and What Sellers Need to Know
Table of Content
Amazon isn't one marketplace in Europe, it's eleven. Each has its own customers, its own competition and its own rules. So for most sellers the question isn't whether Amazon matters, but which marketplaces are worth launching on and how to get stock to customers fast enough.
This overview covers every Amazon marketplace in Europe, Amazon's 2025 revenue in Germany and the UK, and the points you need to clarify before selling in several countries: VAT, product rules and logistics.
Key takeaways
- Amazon runs eleven marketplaces in Europe. The newest is amazon.ie in Ireland, launched in March 2025 (Marketplace Pulse).
- Germany is Amazon's largest market outside the US: in 2025 Amazon attributed $45.9 billion in net sales to its German store, 12.3% more than the year before (ECN).
- The UK follows with $43.2 billion and the fastest growth of the individually reported countries (+14.2%).
- Third-party sellers account for 61% of units sold on Amazon worldwide (Q2 2026, Amazon).
- Selling in several countries means clarifying VAT, extended producer responsibility (EPR) and product safety (GPSR), and deciding whether to ship from one warehouse or from several countries.
Which Amazon marketplaces are there in Europe?
Amazon has been active in Europe since 1998. After Germany and the UK came France, Italy and Spain, and since 2020 Amazon has added smaller markets. According to Marketplace Pulse, there are now eleven European marketplaces, including Turkey (amazon.com.tr, since 2018). Visit numbers show how different they are in size:
| Country | Marketplace | Launch | Visits in September 2026 | Learn more |
|---|---|---|---|---|
| Germany | amazon.de | 1998 | 400.1M | Marketplaces in Germany |
| United Kingdom | amazon.co.uk | 1998 | 350.0M | Marketplaces in the UK |
| France | amazon.fr | 2000 | 185.0M | Marketplaces in France |
| Italy | amazon.it | 2010 | 213.5M | Marketplaces in Italy |
| Spain | amazon.es | 2011 | 143.0M | Marketplaces in Spain |
| Netherlands | amazon.nl | 2020 | 28.81M | Marketplaces in the Netherlands |
| Sweden | amazon.se | 2020 | 13.36M | |
| Poland | amazon.pl | 2021 | 18.58M | |
| Belgium | amazon.com.be | 2022 | 21.64M | |
| Ireland | amazon.ie | 2025 | 14.28M |
Visits according to Similarweb. Worth noting: amazon.it had more visits than amazon.fr in September 2026. Austria and Switzerland have no Amazon marketplace of their own; customers there order from amazon.de, for example.
Amazon revenue 2025: Germany and the UK
Amazon reports only a few countries separately in its annual report. In Europe, that's Germany and the UK. All other European markets are grouped with other countries under "Rest of world". The figures refer to the net sales Amazon attributes to each country store (Amazon Form 10-K).
| Net sales in $bn | 2023 | 2024 | 2025 | Change 2025 |
|---|---|---|---|---|
| Germany | 37.6 | 40.9 | 45.9 | +12.3% |
| United Kingdom | 33.6 | 37.9 | 43.2 | +14.2% |
| Japan (for comparison) | 26.0 | 27.4 | 30.7 | +12.0% |
| Rest of world | 82.0 | 93.8 | 107.5 | +14.5% |
| Amazon total | 574.8 | 638.0 | 716.9 | +12.4% |
According to ECN, Amazon grew faster in Germany and the UK in 2025 than in the US (+11.8%). For sellers, that means Europe's two biggest Amazon marketplaces are still growing at double-digit rates.
Amazon's European marketplaces in detail
Amazon Germany
amazon.de is Amazon's most important marketplace in Europe. Amazon's German SME report shows how actively local sellers use it: in 2024 around 47,000 German small and medium-sized businesses sold on Amazon, more than 80% of them internationally. Their export sales reached €5.7 billion (About Amazon).
Amazon UK
amazon.co.uk is almost level with Germany by revenue. Since Brexit, though, the UK is a third country for EU sellers: customs, UK VAT and separate product marking all apply. Our guide to selling to the UK from the EU explains what that means in practice.
Amazon France, Italy and Spain
The three big markets in south-western Europe have been part of Amazon's network for 15 years or more, and they are mandatory countries in the Pan-European FBA programme (more on that below). Amazon doesn't report their revenue separately. How Amazon compares with local platforms there is covered in our overviews of marketplaces in France, Italy and Spain.
Amazon Netherlands and Belgium
amazon.nl and amazon.com.be are relatively young marketplaces where Amazon competes with strong local players such as bol. For Pan-EU sellers they are becoming more important all the same: since 3 September 2026, every Pan-EU product needs an active offer in the Netherlands, and from 26 February 2027 in Belgium too (ChannelX). More on the Dutch market in our overview of marketplaces in the Netherlands.
Amazon Poland, Sweden and Ireland
The newest marketplaces are smaller, but easy to add once your offers are running on the big markets. amazon.ie has been live since March 2025; before that, Irish customers mainly bought from amazon.co.uk (Marketplace Pulse).
What you need to sell on several Amazon marketplaces
VAT: the One-Stop Shop only works without stock abroad
If you sell from one EU country to consumers in other EU countries, an EU-wide threshold of €10,000 applies. Above it, you charge the VAT of the destination country and can report it centrally through the One-Stop Shop (OSS) (Your Europe).
It's different as soon as your goods are stored in another EU country, for example in Pan-European FBA. Moving your own stock into another member state generally means you need a VAT registration there, and Amazon requires a VAT number in every country where your goods are stored (Amazon).
Extended producer responsibility (EPR)
For Germany and France, Amazon requires EPR registration numbers, for example for packaging and electrical equipment, and in France for further categories such as furniture and textiles (Amazon). In addition, the EU Packaging and Packaging Waste Regulation (PPWR) has applied since 12 August 2026 (EUR-Lex). Check for every country you deliver to whether you need to register there for packaging.
Product safety (GPSR)
The EU General Product Safety Regulation has applied since 13 December 2024. Every online offer has to show, among other things, the manufacturer with postal and electronic address, product identification details and warnings or safety information (EUR-Lex). If the manufacturer is based outside the EU, the details of a responsible person in the EU are required as well.
Logistics: how to serve several Amazon countries
There are four common ways to get your goods to customers. They differ mainly in cost, delivery time and tax effort:
| Model | How it works | What to watch |
|---|---|---|
| European Fulfilment Network (EFN) | Your stock sits with Amazon in one country, and Amazon ships cross-border to other countries (Amazon) | Higher fees for cross-border orders, generally no VAT registration needed in the destination country |
| Pan-European FBA | Amazon spreads your stock across warehouses in several countries and ships locally | Active offers in Germany, France, Italy, Spain and the Netherlands, and from February 2027 Belgium. A VAT number in every storage country |
| FBM from one central warehouse | A fulfillment partner ships all orders from one warehouse, for Amazon, your own shop and other marketplaces | Set realistic delivery times for other countries and calculate shipping costs per country |
| FBM from warehouses in several countries | Your stock sits with a fulfillment partner in several countries and customers are served locally | VAT registration in the storage countries and stock planning per warehouse |
According to Amazon, Pan-EU sellers can save up to 53% on fulfillment fees because local instead of cross-border rates apply (Amazon). In return, your stock is tied more closely to Amazon. What FBA costs overall and when FBM is the better choice is covered in our guide to Amazon FBA in 2026 and our comparison of FBA vs FBM.
Amazon fulfillment across Europe with byrd
byrd takes care of the logistics for your Amazon orders, while you keep the decisions and full visibility. Seller Central is connected directly, and byrd usually ships your FBM orders the same day. Orders from amazon.de, amazon.fr, amazon.nl and amazon.pl can be connected, as can your own shop and other marketplaces, with FBM Ship+ if you like.
Your stock can sit in Germany, Austria, France, Poland and the UK. Which locations make sense for your range is something you decide together with us. For products that stay in FBA, byrd prepares your goods in line with Amazon's guidelines and delivers them to Amazon's fulfillment centers. Find out more on our page for Amazon sellers and about our European fulfillment network.
FAQ about Amazon in Europe
How many Amazon marketplaces are there in Europe?
Eleven: Germany, the UK, France, Italy, Spain, the Netherlands, Sweden, Poland, Belgium, Ireland and Turkey. The newest is amazon.ie, launched in March 2025.
What was Amazon's revenue in Germany in 2025?
Amazon attributed $45.9 billion in net sales to its German store in 2025, 12.3% more than in 2024. That makes Germany Amazon's largest market outside the US.
Which is the largest Amazon marketplace in Europe?
By revenue it's Germany with $45.9 billion in 2025, just ahead of the UK with $43.2 billion. Amazon doesn't report other European countries separately.
Do I need a separate VAT number for every Amazon marketplace?
Not automatically. If you ship from one country, you can report VAT on sales to consumers in other EU countries through the OSS procedure. If your goods are stored in another country, for example through Pan-EU, you generally need a registration there.
What's the difference between EFN and Pan-EU?
With EFN, your stock sits in one country and Amazon ships cross-border. With Pan-EU, Amazon spreads your stock across several countries and ships locally, which saves fees but requires VAT registrations in the storage countries.