Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveSELLERS GUIDE & TOOLKIT
Expand across Amazon EU Expansion Stores
Amazon provides support and opportunities for sellers to expand their business across Amazon's EU Expansion stores, including the Netherlands, Poland, Belgium, Sweden, and Ireland!
Your one-stop resources:
• Discover growth opportunities across EU marketplaces
• Access Amazon Fulfillment Programs to boost your sales across EU marketplaces
• Stay informed and get the key resources and channels to keep you up to date
• Access Amazon Fulfillment Programs to boost your sales across EU marketplaces
• Stay informed and get the key resources and channels to keep you up to date
Amazon European Expansion Marketplaces
Poland
Poland accounts for 4.4% of the EU's total GDP1 and is one of the EU’s most dynamic digital markets. It ranks as one of the fastest-growing economies —with strong digital infrastructure.
E-commerce in Poland, is expected to continue to grow and should reach €27.9 billion in 2027. 2
E-commerce in Poland, is expected to continue to grow and should reach €27.9 billion in 2027. 2
Market Size:
• Total 2024 Population: 36.62 million 3
• GDP Expected Growth in 2026: 3% 4
• E‑commerce User Penetration: 43.2% in 2025 and is expected to hit 71.0% by 2029 5
• GDP Expected Growth in 2026: 3% 4
• E‑commerce User Penetration: 43.2% in 2025 and is expected to hit 71.0% by 2029 5
Sales Volume:
• E-commerce Estimated Market Value: €25 billion 6
• Average Online Spending per Capita: €1,296 7
• E‑commerce Business Adoption: 84% of Polish companies sell online
• Average Online Spending per Capita: €1,296 7
• E‑commerce Business Adoption: 84% of Polish companies sell online
Leading E-commerce Categories 9:
• Hobby & Leisure: 29.3%
• Electronics: 18.2%
• Furniture & Homeware: 13.5%
• Electronics: 18.2%
• Furniture & Homeware: 13.5%
Logistics & Store unique opportunities
After 10 years of Amazon’s presence in PL, the country has 11 Amazon fulfillment centres. Sellers can benefit from Central Europe program and save at least €0.26 per unit, by allowing Amazon to store their German FBA inventory in Poland and the Czech Republic. 10
With its strategic location in Central Europe, PL serves as a hub for expanding market reach. 11
With its strategic location in Central Europe, PL serves as a hub for expanding market reach. 11
Boost Your Business in Poland with Exclusive Benefits
50% FBA Fee Reduction**
We reduced the Fulfillment by Amazon (FBA) fulfillment fees up to 50%* to help more businesses grow on Amazon.pl.
6-Month Fee-Free Start*
We are waiving referral fees and subscription fees for all new Professional Accounts to help you access our growing Polish customer base.
Logistic
Support
Support
We’re committed to empowering businesses to grow in our Amazon.pl store through 11 fulfillment centers to support our growing customer base.
*Source: Terms and conditions apply. Benefits available for new sellers registering on Amazon.pl. Standard fees apply after the promotional period or when selling in other Amazon stores. Visit Seller Central for complete details: **Source; Reduced FBA fulfillment fees will apply automatically to domestic FBA, Pan-European FBA, and Multi Country Inventory orders (excluding European Fulfillment Network orders). Standard fees apply if you use additional services or sell in other Amazon stores.
Netherlands
The Netherlands is among Europe’s most digitally advanced stores. It ranks as the third-highest country in the EU by GDP per capita, reaching €48,900, which is significantly above the EU average of €37,600. It also contributes 6.3% to the EU’s total GDP. 12
Market Size:
• Total 2024 Population: 17.94 million 13
• GDP expected growth: 1.2% in 2026 14
• E-commerce User Penetration: 71.3% in 2025 and is expected to hit 86.3% by 2029 15
• GDP expected growth: 1.2% in 2026 14
• E-commerce User Penetration: 71.3% in 2025 and is expected to hit 86.3% by 2029 15
Sales Volume:
• E‑commerce Estimated Market Value: € 35.5billion 16
• Average Online Spending per Capita: €1,968 17
• Average Online Spending per Capita: €1,968 17
Leading e-commerce Categories 18
• Electronics: 31.7%
• Fashion: 17.3%
• Groceries 16.3%
• Fashion: 17.3%
• Groceries 16.3%
Logistics & Store unique opportunities
Amazon in the Netherlands ensures a well-connected logistics network and fast delivery options. The country's central location also makes it a strategic point for scaling up market presence within Europe.19
The Pan-EU FBA program is available, allowing sellers to fulfill orders across Europe and benefit from flexible storage. 20
The Pan-EU FBA program is available, allowing sellers to fulfill orders across Europe and benefit from flexible storage. 20
Important Update: Netherlands Joins Pan-EU FBA Program
From 2025, Amazon.nl is fully integrated into the Pan-EU FBA program, marking a significant expansion of the European fulfillment network.
By participating in this program, you'll be able to optimize your inventory management through a single, unified European network, reducing complexity and improving efficiency in your operations.
By participating in this program, you'll be able to optimize your inventory management through a single, unified European network, reducing complexity and improving efficiency in your operations.
New Pan-EU FBA Requirements
• List all new and existing offers in Pan-EU FBA offers on Amazon.nl
• Verify product compliance with Dutch regulations
• Ensure VAT registration compliance
• Review and update existing Pan-EU FBA inventory
• Verify product compliance with Dutch regulations
• Ensure VAT registration compliance
• Review and update existing Pan-EU FBA inventory
All existing Pan-EU FBA participants must complete these requirements to maintain program benefits. Standard fees and terms apply.
Ireland
Ireland exhibits some of the highest e‑commerce adoption in Europe, with 96 % of its internet users making online purchases in 2024 21. It ranks second in the EU for GDP per capita at €79,300—more than double the EU average of €37,600—and contributes 3 % to the EU’s total GDP 22.
Market Size:
• Total 2024 Population: 5.34 million 23
• GDP Expected Growth in 2026: 2.5% 24
• E-commerce User penetration: 53.8% in 2025 and is expected to hit 64.6% by 2029 25
• GDP Expected Growth in 2026: 2.5% 24
• E-commerce User penetration: 53.8% in 2025 and is expected to hit 64.6% by 2029 25
Sales Volume:
• E-commerce Estimated Market Value: € 4–7 billion 26
• Average Online Spending per capita: €2,260 27
• E-commerce Business Adoption in 2024: 40.4% of enterprises in Ireland engaged in e-commerce sales, representing two out of every five businesses 28
• Average Online Spending per capita: €2,260 27
• E-commerce Business Adoption in 2024: 40.4% of enterprises in Ireland engaged in e-commerce sales, representing two out of every five businesses 28
Leading E-commerce Categories 29:
• Hobby & Leisure: 25.4%
• Electronics: 21.3%
• Fashion: 18.1%
• Furniture & Homeware: 11.6%
• Electronics: 21.3%
• Fashion: 18.1%
• Furniture & Homeware: 11.6%
Logistics & Store unique opportunities
Launched in March 2025, the store follows the opening of Amazon’s first fulfillment center in Dublin in 2022, which created 500 new jobs and has provided faster delivery for customers across the country. 30
The new Amazon.ie features a wide selection of products with low, local prices, and without additional customs charges. 31
The new Amazon.ie features a wide selection of products with low, local prices, and without additional customs charges. 31
Accelerate Your Irish Store Entry with VAT Support
We're making it easier than ever to establish your business presence in Ireland. As part of our commitment to your success in Amazon.ie, we're offering a comprehensive VAT support package:
Free VAT registration in Ireland
2 years of complimentary VAT filing assistance
Expert guidance throughout registration
Why Act Now?
•
Establish local inventory presence
• Enable faster delivery to Irish customers
• Reduce upfront operational costs
• Enable faster delivery to Irish customers
• Reduce upfront operational costs
Important: Eligibility criteria and additional terms apply for this Promotion. By participating in the Promotion, you agree to these Terms and Conditions (including all additional terms referred to or linked to within these terms and conditions). Promotion benefits may have additional eligibility criteria set out in the relevant additional terms and conditions.
Interested in knowing more about Belgium or Sweden?
Amazon Fulfillment Programmes
Pan-European Fulfillment by Amazon (Pan-EU FBA)
What is Pan-European FBA?
Pan-European FBA is a fulfillment solution that enables sellers to store inventory across multiple European fulfillment centers. This program streamlines your European operations by letting Amazon handle storage, distribution, and delivery across participating EU marketplaces.
✓ Save up to 53% on shipping costs*
Pay domestic FBA shipping fees in the countries where you authorize Amazon to store your products instead of paying the higher European Fulfillment Network (EFN) cross-border shipping fees. Click here to see your specific cost savings potential.
* The highest possible savings achieved by comparing European Fulfillment Network (EFN) shipping fees with local shipping fees depending on size/weight
✓ Smart Inventory Distribution
Amazon automatically manages your inventory distribution across European fulfillment centers at no additional cost. This strategic placement ensures your products are stored closer to customer demand, optimising delivery speed and efficiency across the network.
✓ European Region Coverage
The program operates across key Amazon stores including Germany, France, Italy, Spain, with the Netherlands joining from June 25th, 2025, allowing you to reach millions of customers across Europe.
How does Pan-European FBA work?
To participate in Pan-EU FBA, you need to:
Step 1: Select at least 2 Amazon EU stores to store your products. We will take care of redistribution at no additional cost. You must have at least 2 VAT numbers before starting selling with Pan-European FBA for inventory placement;
Step 2: List your products consistently across required EU marketplaces using identical SKUs in all required Amazon EU Stores: Germany, France, Italy, and Spain;
Step 3: Meet all product compliance requirements for each marketplace;.
Customer Experience Excellence
Deliver outstanding service to European customers through Amazon's fulfillment network. 91% of selling partners reporting maximum satisfaction with their fast delivery capabilities (source).
Strategic Flexibility
Choose your preferred storage locations from among participating countries: Germany, France, Italy, Spain. This flexibility allows you to tailor your fulfillment strategy while maintaining efficient operations and cost control.
Note: Savings calculations based on comparison with European Fulfillment Network (EFN) shipping fees. Program benefits and requirements subject to change. Please consult Seller Central for the most current information.
Important Update: Netherlands Joins Pan-EU FBA Program
Amazon Netherlands (amazon.nl) is fully integrated into the Pan-EU FBA Program
As a seller you should:
• Ensure all existing Pan-EU FBA offers are listed on amazon.nl
• Review product compliance with Dutch regulations
• Verify VAT obligations for the Netherlands (more details here)
• Update inventory settings to include the Dutch marketplace
• Ensure all existing Pan-EU FBA offers are listed on amazon.nl
• Review product compliance with Dutch regulations
• Verify VAT obligations for the Netherlands (more details here)
• Update inventory settings to include the Dutch marketplace
Remote Fulfillment
What is Remote Fulfillment (RF)?
Remote fulfillment with FBA helps you to sell across the border without needing to send inventory to your destination store or get a Value Added Tax (VAT) number. Remote Fulfillment is available from UK to Germany, France, Italy, Spain, Sweden, the Netherlands, and Ireland.
Store your inventory once in Amazon's UK fulfillment centers and automatically fulfill orders from EU customers without having to send inventory to the destination store. We handle international shipping, customer service, and returns processing across participating EU marketplaces, allowing you to focus on growing your business.
✓ Cost-Effective Market Access
Optimise your business costs by maintaining the inventory in the UK, eliminating additional storage fees and paying only for fulfilled orders while reaching EU customers.
✓ Fast European Delivery
Deliver your products across Europe, offering your customers both standard and priority shipping options (orders will be eligible for Amazon Prime).
✓ Simple Setup Process
Simple enrollment on Seller Central, then Amazon handles customs clearance, and generally you aren’t required to register for Value Added Tax (VAT) number in the destination store.
How does Remote Fulfillment work?
Step 1: From the Seller Central home page main menu, open Inventory and select Remote Fulfillment with FBA.
Step 2: Under the Marketplace enrolment tab, tick the boxes for the stores that you wish to enroll.
Step 3: Click Enroll now.
Step 2: Under the Marketplace enrolment tab, tick the boxes for the stores that you wish to enroll.
Step 3: Click Enroll now.
Important Notes
• Standard FBA fees plus cross-border fees apply
• Products must comply with EU regulations
• Some product categories and ASINs may be restricted
• Standard FBA fees plus cross-border fees apply
• Products must comply with EU regulations
• Some product categories and ASINs may be restricted
Amazon Easy Ship
What is Amazon Easy Ship?
Amazon Easy Ship lets you focus on your business by using our service providers' logistics network, which has a positive impact on your business and your customers. When you use Amazon Easy Ship, our logistics partners will pick up items directly from your warehouse (PL) or from drop-off point (NL) and deliver them to your customer quickly, seamlessly and with end-to-end tracking.
✓ Use your own warehouse
Maintain full control of your inventory while Amazon manages logistics—from parcel pickup at your warehouse (PL) or drop-off points (NL) to final delivery. No inventory "freezing" required.
✓ Competitive shipping fee
Benefit from cost-effective and transparent shipping rates per parcel.
✓ Prime Badge
Easy Ship helps streamline your logistics with on-time deliveries and accurate tracking, making it easier to qualify for the Prime badge.
✓ Flexible shipping options
Choose which ASINs/SKUs to ship via Easy Ship and which to self-ship. For optimal efficiency, maximize the use of Easy Ship for your MFN products.
✓ Comprehensive tracking
Enjoy full shipment tracking for 100% of your orders, accessible to both you and your customers.
✓ Improving customer satisfaction
Faster deliveries and reliable logistics improve customer trust and loyalty with minimal effort on your part.
How does Amazon Easy Ship work?
Step 1: Sign up for a selling account. Once you have created product listings in your Amazon seller account, you can opt-in for Amazon Easy Ship in Seller Central.
Step 2: Prepare packages: Print the shipping labels (single or in bulk) and stick them to your packages. Thus, they will be tracked and shipped at Amazon-negotiated rates.
Step 3: Process your orders and you’re ready to go! Bring them to the nearest drop-off point. Customers can track the parcel from the first carrier scan until the delivery.
Do you want to learn more about Amazon Easy Ship Fees and Eligible Products?
Stay Connected
Questions or feedback? Contact us at dev.amazon.expansion@amazon.com for more info!
FAQs
Q: What is the relationship between Amazon and third-party developers (integrators) in the context of expanding to EU marketplaces?
A: Amazon provides API support that enables programmatic integration with all Amazon European marketplaces as well as key programs such as Pan-EU FBA, Remote Fulfillment, and Easy Ship. The specific features and capabilities available to you via the third-party application/s you use may vary depending on each solution provider and the use case they support.
We recommend contacting your integration partner directly to confirm which marketplaces and programs are supported through their platform.
We recommend contacting your integration partner directly to confirm which marketplaces and programs are supported through their platform.
Q: Can I still access Amazon's promotional offers and programs when selling through a third-party developer (integrator)?
A: Yes, using an integrator doesn't affect your eligibility for Amazon's programs and promotions.
Q: If I'm working with an integrator, do I still need to handle VAT registration myself?
A: While integrators can help facilitate the process, VAT registration remains the seller's responsibility. Amazon requires valid VAT numbers for each country where a seller places inventory.
Q: How can I handle the compliance and regulatory requirements across different EU marketplaces?
A: The Amazon EU Expansion Team reaches out to integrators with focused communications on highly relevant compliance updates when needed to reinforce important compliance information to their sellers, providing an additional layer of support. Integrators may then incorporate these updates into their platforms or services on their own responsibility, helping sellers stay compliant across different EU marketplaces.
However, the specific ways integrators implement this information can vary, so it's advisable to check with your Compliance point of contact. It is strongly advised to maintain attentiveness to such communication.
However, the specific ways integrators implement this information can vary, so it's advisable to check with your Compliance point of contact. It is strongly advised to maintain attentiveness to such communication.
Q: How can I enroll in Pan-European FBA and what are the eligibility requirements?
A: To enroll in Pan-European FBA, you must meet the following eligibility requirements:
1. Create an Amazon Selling Partner account and add your products to Fulfilment by Amazon (FBA).
2. List your eligible FBA products in all required Amazon European stores with the same SKU. This includes Germany, France, Italy, Spain, and Poland.
3. Enable storage in at least two of these countries.
4. Make sure your products meet the Pan-European product eligibility requirements.
5. Ensure that you are meeting VAT compliance. You can find more information about VAT compliance here.
6. Send your inventory to an Amazon fulfillment center in the EU.
1. Create an Amazon Selling Partner account and add your products to Fulfilment by Amazon (FBA).
2. List your eligible FBA products in all required Amazon European stores with the same SKU. This includes Germany, France, Italy, Spain, and Poland.
3. Enable storage in at least two of these countries.
4. Make sure your products meet the Pan-European product eligibility requirements.
5. Ensure that you are meeting VAT compliance. You can find more information about VAT compliance here.
6. Send your inventory to an Amazon fulfillment center in the EU.
Q: What is Pan-European FBA fee?
A: Through Pan-European FBA, you will pay local fulfillment fees in all the EU countries enabled for storage, and Cross-border fulfilment (EFN) fees in the rest of the EU countries. You can find the detailed rate card of FBA fees in this guide.
Q: How do returns work in Remote Fulfillment?
A: Remote Fulfillment customer returns are handled the same way as local FBA returns. If a customer returns an imported item, we’ll send it back to your source fulfillment center in the UK/EU, subject to customer returns policy and fees.
Q: While Local Inbounding into UK and EU, how do I manage cross-border brokerage and transportation?
A: Amazon Customs Clearance and Shipping Services provides an all-in-one solution for the brokerage, indirect representation, and transportation services required to send cross border shipments. This allows you to easily expand your reach to millions of new customers across the border.
1 European Union – Poland: EU Member Country Profile 2 U.S. Department of Commerce – Poland: eCommerce Country Commercial Guide
3 European Union – Poland: EU Member Country Profile 4 European Commission – Economic Forecast for Poland 5 Statista – Poland: eCommerce Market Outlook
6 ECDB – Poland eCommerce Market Data 7 Statista – Average eCommerce Spending per Capita in Europe 8 U.S. Department of Commerce – Poland: eCommerce Country Commercial Guide
9 eCommerceDB – Poland eCommerce Market Overview 10Amazon – Central Europe Program (FBA) 11 About Amazon EU – Polish SMEs Achieve Sales Success and Eye Global Exports
12 European Union – Netherlands: EU Member Country Profile 13 European Union – Netherlands: EU Member Country Profile
14 European Commission – Economic Forecast for the Netherlands 15 Statista – Netherlands: eCommerce Market Outlook 16 Statista – Netherlands: eCommerce Market Outlook
17 Statista – Average eCommerce Spending per Capita in Europe 18 eCommerceDB – Netherlands eCommerce Market Overview
19 U.S. Department of Commerce – Netherlands: Market Overview 20 Amazon – Fulfilment by Amazon Europe (FBA Europe) 21 Eurostat – E-commerce Statistics 2025
22 European Union – Ireland: EU Member Country Profile 23 European Union – Ireland: EU Member Country Profile 24 European Commission – Economic Forecast for Ireland
25 Statista – Ireland: eCommerce Market Outlook 26 U.S. Department of Commerce – Ireland: eCommerce Country Commercial Guide
27 Statista – Average eCommerce Spending per Capita in Europe 28 Central Statistics Office (Ireland) – Information Society Statistics: Enterprises 2024
29 eCommerceDB – Ireland eCommerce Market Overview 30About Amazon EU – Amazon Launching New Online Store in Ireland (Amazon.ie) in 2025
31 About Amazon EU – Amazon Launching New Online Store in Ireland (Amazon.ie) in 2025
3 European Union – Poland: EU Member Country Profile 4 European Commission – Economic Forecast for Poland 5 Statista – Poland: eCommerce Market Outlook
6 ECDB – Poland eCommerce Market Data 7 Statista – Average eCommerce Spending per Capita in Europe 8 U.S. Department of Commerce – Poland: eCommerce Country Commercial Guide
9 eCommerceDB – Poland eCommerce Market Overview 10Amazon – Central Europe Program (FBA) 11 About Amazon EU – Polish SMEs Achieve Sales Success and Eye Global Exports
12 European Union – Netherlands: EU Member Country Profile 13 European Union – Netherlands: EU Member Country Profile
14 European Commission – Economic Forecast for the Netherlands 15 Statista – Netherlands: eCommerce Market Outlook 16 Statista – Netherlands: eCommerce Market Outlook
17 Statista – Average eCommerce Spending per Capita in Europe 18 eCommerceDB – Netherlands eCommerce Market Overview
19 U.S. Department of Commerce – Netherlands: Market Overview 20 Amazon – Fulfilment by Amazon Europe (FBA Europe) 21 Eurostat – E-commerce Statistics 2025
22 European Union – Ireland: EU Member Country Profile 23 European Union – Ireland: EU Member Country Profile 24 European Commission – Economic Forecast for Ireland
25 Statista – Ireland: eCommerce Market Outlook 26 U.S. Department of Commerce – Ireland: eCommerce Country Commercial Guide
27 Statista – Average eCommerce Spending per Capita in Europe 28 Central Statistics Office (Ireland) – Information Society Statistics: Enterprises 2024
29 eCommerceDB – Ireland eCommerce Market Overview 30About Amazon EU – Amazon Launching New Online Store in Ireland (Amazon.ie) in 2025
31 About Amazon EU – Amazon Launching New Online Store in Ireland (Amazon.ie) in 2025
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