Introduction to Amazon European Stores
The European e-commerce market, valued at over €400 billion, is the world's second-largest behind North America, offering global sellers a strong potential. E-commerce has become an increasingly important part of the European economy as online shopping habits take root among consumers since the COVID-19 pandemic, and this trend is expected to continue. With a single seller account, Amazon’s sellers can access over 500 million potential customers across multiple European countries thanks to Amazon's unified European marketplace system, which streamlines the process of expanding into new European markets.
While Amazon's unified marketplace system simplifies market entry, European countries differ significantly in consumer preferences, behaviors, and purchasing power. Sellers need to consider these country-specific differences when selecting target markets and developing their strategies. There are significant price variations across Amazon European marketplaces, with the UK and Spain typically have higher prices (often 10-15% above average), while German and French marketplaces tend to be more price-competitive. This pricing pattern aligns with local consumer behaviors and market characteristics.
The Amazon marketplaces' launch timeline of each European country
UK
Launch year: 1998
2023 net sales: $37,588 million
Population: 69 million
Number of fulfillment centres: 25+
Number of logistics sites: 100+
Amazon UK: https://www.amazon.co.uk/
The UK is a highly mature e-commerce market, with an impressive 87% of consumers shopping online. British consumers make about six online purchases every month, with young customers between the ages of 25 and 34 driving this digital shopping trend.
British consumers like to try new products and experiences, particularly when discovered through social media. They're not just looking for products - they want a seamless shopping experience. Clear shipping details and easy returns are crucial in their buying decisions, with 75% checking delivery information before completing their purchase.
While London and Southeast England drive most online sales, successful brands need to deliver the same quality experience nationwide to win British shoppers' trust and loyalty.
Germany
Launch year: 1998
2023 net sales: $37,588 million
Population: 84 million (the highest in EU)
Number of fulfillment centres: 29
Number of logistics sites: 100+
Number of cities with corporate offices: 11 (highest in EU)
Amazon Germany: https://www.amazon.de/
As the largest economy and e-commerce market in the EU, Germany offers significant opportunities for online sellers. German shoppers spend time researching before buying. 70% of German shoppers will read customer reviews for big ticket items, and 80% of shoppers will read through the sales terms and after-sales clauses carefully before making a purchase. 26% of German shoppers like to browse the prices of a product in different shops. They prefer quality products and care about buying local and sustainable items.
German customers have high standards for delivery. 90% want their packages delivered to their homes, and 83% look at a seller's delivery performance before buying. Return rates are higher in Germany than other countries in Europe for two main reasons: they have high expectations on product quality, and they often order multiple sizes or colors to try at home, returning items they do not prefer.
To succeed in the German market, sellers should focus on three factors: product descriptions with details, transparent pricing, and clear return policies. It will be helpful to have a local return address in Germany, because it builds trust and manage return costs effectively. The best sellers online are entertainment products (47%), followed by clothing (43%), and electronics (41%).
France
Launch year: 2000
Population: 66.5 million
Number of fulfillment centres: 10
Number of logistics sites: 35+
Number of cities with corporate offices: 5
Amazon France: https://www.amazon.fr/
France is one of the biggest online shopping market in Europe, and it is full of chances for sellers. French consumers value easy shopping and product quality that raise their life comfort, while paying attention to design and aesthetics.
You can see a obvious seasonal shopping pattern in France, with over 20% of yearly consumption happening during holidays. Many French people (36%) will spend more money on premium clothes and accessories. French buyers have clear favorites. On Amazon, their most popular product categories are beauty & cosmetics, board games, and books. They also shop a lot for fashion, electronics, media, food, personal care, home items, and DIY stuff. On the overall trend, health and beauty products are are the most increasingly popular.
Italy
Launch year: 2010
Population: 59 million
Number of fulfillment centres: 60+
Number of logistics sites: 50
Number of cities with corporate offices: 5
Amazon Italy: https://www.amazon.it/
Italy's online shopping is growing fast. Even though people value for money because of high costs of food and energy, they still have strong online shopping culture - 58% go shopping for leisure activity at least once a month and look for good deals. The north and south of Italy have different shopping habits because of the wealth levels. In Italian online stores, clothes and accessories are best sellers (39%), followed by electronics (17%), and beauty and health items (6%).
Key characteristics of Italian shoppers:
- Focus on essential products
- Strong preference for bargain deals
- Enjoy shopping for leisure activities
- Careful budgeting but keep shopping
Spain
Launch year: 2011
2023 Revenue:
Population: 48 million
Number of fulfillment centres: 9
Number of logistics sites: 40
Number of cities with corporate offices: 2
Amazon Spain: https://www.amazon.es/
Spain shows strong growth potential, with e-commerce users expected to increase 25% from 32 million in 2022 to 40 million by 2025. Amazon.es leads with 54% market share in Spanish e-commerce sector. For sellers targeting the Spanish market, success depends on understanding this combination of social lifestyle preferences while acknowledging consumers' price sensitivity trend.
Spanish Consumer Behaviors:
- Social and outgoing lifestyle preferences
- Look for bargains
Product Preferences:
- Smart Technology & Electronics
- Pet Products
- Home & Living
Netherlands
Launch year: 2020
Population: 18 million
Number of Delivery Station: 1
Number of cities with corporate offices: 2
Amazon Netherlands: https://www.amazon.nl/
The Netherlands has the second-highest rate of online shopping in the EU, with a market value of €681.42 billion and 3% annual growth. Dutch shoppers spend an average of €1,952 online each year and are known for comparing prices and prioritizing value. They are happy to pay more for quality and eco-friendly products, showing that sustainability matters to them. The market is mainly driven by two groups: Gen Y, who grew up with technology and want convenient shopping experiences, and an growing senior population that focuses on product quality and practical benefits. Therefore, free shipping has become standard rather than preference in Netherlands, and products’ environmental responsibility is increasingly important. Sellers need to offer smooth online shopping and quick delivery for younger customers, while ensuring products are practical and user-friendly for older ones.
Poland
Launch year: 2021
Population: 38 million
Number of fulfillment centres: 10
Number of logistics sites: 11
Number of cities with corporate offices: 3
Amazon Poland: https://www.amazon.pl/
The COVID-19 pandemic has positive impact on the e-commerce market of Poland. Over 90% of internet users in Poland shop online, while the e-commerce market already exceeding $22 billion, making it one of Europe's fastest-growing digital marketplaces. The average revenue per user (of online shopping) is expected to reach $1,729 in 2025, and the whole revenue of the e-commerce market is projected to reach $26 billion.
Polish buyers frequently compare products before making a purchase because they are price conscious, and the main motivations drive them shop online are cheaper products and affordable delivery costs. But as the market is still developing, there is a lot of space for expansion, especially in rural and smaller cities.
Sweden
Launch year: 2020
Population: 10.6 million
Number of cities with corporate offices: 2
Amazon Sweden: https://www.amazon.se/
The Swedish e-commerce market is thriving, making it the largest market in the Nordic region. Sweden has the third highest rates of online shopping in EU with over 8 million people buying online. In Sweden, home electronics is the best selling product category online, and then the fashion and electronics segments. The revenue of eCommerce Market is expected to reach $15 billion in 2025, and the average revenue per user is expected to amount to $1,963.
Belgium
Launch year: 2022
Population: 12 million
Number of Delivery Station: 1
Number of cities with corporate offices: 1
Revenue in the Belgian eCommerce Market is projected to reach $10.16 billion in 2025. On line shopping user penetration in Belgium will be 73.6% in 2025 and the average revenue per user is expected reach $1,287. The best selling product categories in the past few years in Belgium are fashion, electronics, and furniture. In terms of Amazon’s biggest competitors, the Dutch online marketplace bol.com and Coolblue are the leading online store in Belgium.
Amazon's Expansion: New Ireland Marketplace Launch in 2025
Launch year: 2025
Population: 5.3 million
Number of fulfillment centres: 1
Amazon has announced the plan that launch the Ireland online store (Amazon.ie) in 2025, marking another significant expansion in its European operations. This strategic move will provide Irish customers with a localized shopping experience, including local currency pricing in euros and dedicated customer service such as convenient deliveries and returns.
The store follows the launch of Amazon’s first fulfillment centre in Dublin in 2022, as Ireland's e-commerce market shows strong growth potential. With a population of over 5 million and one of the highest GDP per capita in the EU, Ireland presents an attractive market for online retail. Irish consumers have shown a great desire for online shopping and digital services. Ireland have the highest rates of online shopping in EU, with over 90% of internet users purchasing goods or services online, and Amazon.co.uk heads the list of the top online stores by net sales in this country.
The new dedicated store will offer several advantages for both customers and sellers. Irish shoppers will benefit from faster delivery times, local returns, and prices displayed in euros without additional currency conversion fees. Currently, Irish customers often face additional customs duties and import charges when shopping from international marketplaces, including Amazon's non-EU stores. The new Amazon.ie will eliminate these extra costs for products sold and fulfilled within the EU, providing customers with clearer, local pricing.
From a business perspective, Amazon.ie will operate within the EU single market framework, offering seamless trade opportunities without the customs and regulatory barriers that exist between the UK and EU. This positioning makes Ireland an attractive gateway for international sellers looking to reach both Irish consumers and the broader EU market.
Market Growth Trends and Category Analysis
Best-Selling Product Categories Growth in EU5
*EU5: UK, Germany, France, Italy, Spain
The EU5 e-commerce market has shown consistent growth since 2017, with total sales projected to approach $600 billion by 2027 (forecast). Fashion and electronics maintain the largest market share, while beauty, personal care, and health products demonstrate the strongest growth momentum. The category distribution shows the key trends:
- Fashion and electronics continue to lead the sales;
- Beauty, personal care, and health products show the most aggressive growth trajectory, expected to reach nearly $100 billion by 2027;
- Home furniture and toys, entertainment & DIY emerging as important growth drivers.
After COVID-19 has accelerated several structural changes in consumer behavior, particularly in home-related and personal care products. This shift reflects evolving consumer priorities and lifestyle changes that people care about the improvement of healthy and comfortable life, with increased focus on home improvement, digital devices, and healthcare products.