Amazon in Europe 2026: Marketplaces, Revenue and What UK Sellers Need to Know
Table of Contents
Amazon isn't one marketplace in Europe, it's eleven. Each has its own customers, its own competition and its own rules. For UK brands, Amazon.co.uk is home turf, but the bigger opportunity often sits across the Channel, and since Brexit getting stock there takes more planning.
This overview covers every Amazon marketplace in Europe, Amazon's 2025 revenue in the UK and Germany, and what UK sellers need to sort out before selling into the EU: customs and VAT, product rules and fulfilment.
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).
- For UK sellers, every EU order is an export: customs, EU VAT, an EU responsible person for product safety and the right fulfilment setup all need clarifying.
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 |
|---|---|---|---|---|
| United Kingdom | amazon.co.uk | 1998 | 350.0M | Marketplaces in the UK |
| Germany | amazon.de | 1998 | 400.1M | Marketplaces in Germany |
| 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: the UK and Germany
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 |
|---|---|---|---|---|
| United Kingdom | 33.6 | 37.9 | 43.2 | +14.2% |
| Germany | 37.6 | 40.9 | 45.9 | +12.3% |
| 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 UK
amazon.co.uk is almost level with Germany by revenue. According to Amazon, around 100,000 UK small and medium-sized businesses sell on the marketplace, and their export sales came to £3.8 billion in 2024. Selling into the EU from the UK now means customs and EU VAT on every order. Since 1 July 2026, the EU also charges a flat customs duty of €3 per item category in parcels worth less than €150. Our guide to selling from the UK to the EU explains what that means for UK brands.
Amazon Germany
amazon.de is Amazon's most important marketplace in Europe and the natural first step into the EU for many UK brands. 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 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
Customs and VAT: every EU order is an export
If you ship from the UK, each EU order crosses a customs border. Import VAT and, depending on the goods, customs duty apply, and the EU's new flat duty of €3 on low-value parcels adds to the cost. Many UK brands therefore hold stock inside the EU. Once your goods are stored in an EU country, for example through Pan-European FBA, you need a VAT number in every country where they 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, which includes UK brands, you also need a responsible person in the EU, whose details must appear on the listing.
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 fulfilment 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 fulfilment 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 fulfilment 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 fulfilment 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. Your stock can sit in our warehouse in the UK and in Germany, Austria, France and Poland, so EU customers can be served from inside the EU. Orders from amazon.de, amazon.fr, amazon.nl and amazon.pl can be connected, as can your own shop and other marketplaces.
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 fulfilment centres. Find out more on our page for Amazon sellers and about our European fulfilment 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 the UK in 2025?
Amazon attributed $43.2 billion in net sales to its UK store in 2025, 14.2% more than in 2024. Only Germany, with $45.9 billion, was larger outside the US.
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 EU VAT registrations to sell on Amazon's EU marketplaces?
It depends on where your stock is. If you ship from the UK, EU orders are imports with their own VAT and customs rules. If your goods are stored in an EU country, for example through Pan-European FBA, you need a VAT registration in every storage country.
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.