The State of Amazon in Europe 2025

Hard Facts about Amazon UK

Visitors on amazon.co.uk in September 2024:
478.3 million

Amazon Revenue 2024 in the UK:
$33.6 billion 

The 3 Biggest Amazon Competitors in the UK by Monthly Visitors:

• eBay
• Etsy
• Wayfair

Learn more about the most popular marketplaces in the UK

Amazon in Germany

Amazon made its entry into the German market in 1998, starting off by selling books exclusively. Their first fulfillment center in Germany was set up in Regensburg. In 2007, they introduced Amazon Prime, a game-changing service that offered customers free shipping, streaming services, and a host of other benefits. Fast forward to today, Amazon Germany operates several advanced fulfillment centers and offers a wide range of products to cater to diverse customer needs.

Hard Facts about Amazon Germany

Visitors on amazon.de in September 2024: 
579 million

Amazon Revenue 2024 in Germany:
$37.6 billion

The 3 Biggest Amazon Competitors in Germany by Monthly Visitors:

• eBay
• Otto market
• Zalando

Learn more about the most popular marketplaces in Germany

Amazon in France

In the year 2000, Amazon expanded its reach to France, bringing with it an assortment of books, music, videos, and DVDs for customers to explore. Orleans witnessed the birth of Amazon's first fulfillment center in the country, marking the initial step towards their successful presence in France. Today, Amazon France boasts multiple fulfillment centers strategically located across the country, allowing them to offer an extensive collection of products that cater to diverse customer preferences.

Hard Facts about Amazon France

Visitors on amazon.fr in September 2024: 
250 million

Amazon Revenue 2024 in France:
$21.7 billion

The 3 Biggest Amazon Competitors in France by Monthly Visitors:

• Cdiscount
• eBay
• AliExpress

Learn more about the most popular marketplaces in France 

Amazon in Italy

In 2010, Amazon expanded to Italy. The first fulfillment center, located in Piacenza, opened its doors in 2011. Today, Amazon Italy operates multiple fulfillment centers and offers an extensive selection of products, catering to a diverse range of customer needs and preferences.

Hard facts about Amazon Italy

Visitors on amazon.it in September 2024: 
262 million

Amazon Revenue 2024 in Italy:
$21.4 billion

The 3 Biggest Amazon Competitors in Italy by Monthly Visitors::

• eBay
• Subito
• Zalando

Learn more about the most popular marketplaces in Italy

Amazon in Spain

In 2011, Amazon embarked on its journey in Spain. The inaugural fulfillment center took shape in San Fernando de Henares, Madrid, a year later, in 2012. Presently, Amazon Spain thrives with multiple fulfillment centers strategically placed across the country, ensuring a diverse array of products that cater to the varying preferences and needs of customers.

Hard facts about Amazon Spain

Visitors on amazon.es in September 2024: 
208.54 million

Amazon Revenue 2024 in Spain:
$7.1 billion

The 3 Biggest Amazon Competitors in Spain by Monthly Visitors:

• El Cortes Inglés
• Carrefour
• Pccomponentes

Learn more about the most popular marketplaces in Spain.

Amazon in the Netherlands

Amazon entered the Netherlands in 2014. At present, Amazon Netherlands does not have a fulfillment center. Instead, products are shipped from neighboring countries like Germany and France to meet customer orders and ensure timely delivery. Although there isn't a local center yet, Amazon Netherlands strives to offer a wide range of products and convenient shopping experiences to its customers in the country.

Hard facts about Amazon Netherlands

Visitors on amazon.nl in September 2024: 
36.37 million

Amazon Revenue 2024 in the Netherlands:
$1068.1 billion

The 3 Biggest Amazon Competitors in the Netherlands by Monthly Visitors:

• Bol.com
• Marktplaats.nl
• Zalando

Learn more about the most popular marketplaces in the Netherlands.

Amazon in Sweden

Amazon made its entrance in Sweden in 2020, bringing with it a whopping 30 categories of goods. Although Amazon Sweden doesn't yet have a warehouse of its own, one is on the way. This planned warehouse, which will be situated in Eskilstuna, close to Stockholm, will soon improve Amazon's operations by assuring effective product storage and distribution to better serve customers throughout Sweden.

Hard facts about Amazon Sweden

Visitors on amazon.se in September 2024: 
17 million

Amazon Revenue 2024 in Sweden:
$125.5 million

The 3 Biggest Amazon Competitors in Sweden by Monthly Visitors:

• Clas Ohlson
• Aliexpress
• eBay

Amazon in Poland

Amazon debuted in Poland in 2021, offering 30 diverse product categories. Despite the recent launch, Amazon has been active in Poland since 2014, operating a fulfillment center in Sady near Poznan. These efforts have contributed to Amazon's growing presence in Poland, providing customers with a wide range of options and convenient services.

Fun fact: Warsaw played a crucial role globally by introducing Alexa's voice capabilities.

Hard Facts about Amazon Poland

Visitors on amazon.pl in September 2024: 
14.2 million

Amazon Revenue 2024:
$357 million

The 3 Biggest Amazon Competitors in Poland by Monthly Visitors:

• Allegro.pl
• Olx.pl
• Aliexpress

Amazon in Belgium

In 2022, Amazon set foot in Belgium, marking its entry into the market. The establishment of their initial fulfillment center took place in Antwerp, facilitating efficient operations. Interestingly, it's worth mentioning that the domain name "amazon.be" is currently associated with an insurance company, hence the Amazon domain for Belgium is amazon.com.be. 

Hard Facts about Amazon Belgium

Visitors on amazon.be.com in September 2024: 
16 million

Amazon Revenue 2024 in Belgium:
$537.4 million

The 3 Biggest Amazon Competitors in Belgium by Monthly Visitors:

• Bol.com
• Coolblue.be
• Aliexpress

The Most Attractive European Markets for Amazon Sellers and Vendors

These figures highlight a clear disparity in spending habits across Europe, with some markets spending significantly more than others—up to twice as much in certain cases. 

• Germany tops the list in average Amazon spending, with consumers there spending an average of €1,377 over the past year. 
• Italy follows closely with an average of €1,064.
• While the UK comes in at €999. 
• In France, shoppers spend an average of €860.
• Spain has the lowest spending at €768. 

Shift in Shopping Behavior on Amazon in Europe: 2024 Insights

Consumers’ spending habits are undergoing significant transformations, particularly in Europe. These changes are shaped by various factors, including economic pressures, evolving priorities, and shifting shopping patterns. 

Home appliances play a key role in enhancing daily life, saving time, and making households more efficient. In 2024 there was a noticeable increase in sustainable practices, particularly in the purchase of electrical equipment and household appliances. For instance, Home Connect appliances have become popular, as they allow users to adjust settings on networked household devices to fit personal preferences and offer tips on optimizing resource consumption.