Xin Ou
Research expert covering Greater China
Amazon in Europe - statistics & facts
Over the past years, Amazon has generated increasing revenue in the European region, challenging domestic players and quickly becoming the leading e-commerce company in several EU countries. The U.S. behemoth of e-commerce is the leading marketplace in Europe, with a gross merchandise volume dwarfing other established platforms like eBay or Zalando.
Amazon Europe is attempting to recreate the dominance that it has achieved across the Atlantic. Its sheer size makes it hard for local e-commerce players to compete, and its latest political influence is an indication that further growth is on the cards.
A hub for small businesses
As the European business economy is largely made up of small and medium-sized enterprises (SME), Amazon plays an important role in e-commerce employment in the region, serving as a contractor for more than 275,000 sellers. The e-commerce giant can count on an extensive network of both distribution facilities and sellers, which largely rely on the fulfillment by Amazon (FBA) model. The FBA service streamlining handling and shipping procedures proved to be central in fulfillment operations during the hectic holiday season. Moreover, generative AI-based tools are the new normal, with over 80 percent of European sellers using them.Amazon shoppers
In the lack of domestic competitors, Amazon has become the main shopping destination. More than that, Amazon got into the skin of online consumers. Between 2021 and 2024, the share of regular Amazon shoppers doubled in France. Since 2019, the marketplace has gained over five million unique users in Italy, whereas the number of monthly active users has increased in most of the main European markets. Lastly, Amazon managed to provide the best last-mile delivery, with UK shoppers assigning the highest satisfaction rates when receiving a parcel dispatched by Amazon.Turbulent times
2024 marks a peak in Amazon’s lobbying expenses in Europe, signaling the company took initiative to limit EU authorities’ action on several issues—from data protection and treatment of workers to its general monopoly in the European market. As Amazon’s activities range from e-commerce, logistics, media, and video streaming to digital and cloud services, the company might influence lawmaking in multiple sectors. Lobbying activity against EU policymaking led to unsettling episodes like the banning of Amazon’s lobbyists from the European Parliament in early 2024. As of July 2025, the company refused to send their representatives to public hearings regarding controversial labor practices.Amazon Europe is attempting to recreate the dominance that it has achieved across the Atlantic. Its sheer size makes it hard for local e-commerce players to compete, and its latest political influence is an indication that further growth is on the cards.
