TOOL KIT GUIDE for sellers

Expanding into other European Amazon stores

We provide sellers with support and opportunities to launch their products in Amazon stores across the EU, including the Netherlands, Poland, Belgium, Sweden, and our exciting new store in Ireland!
Centre with all the resources you need:
• Discover growth opportunities in EU markets
• Access Amazon Logistics Programs to increase sales in
EU markets
• Keep your finger on the pulse and gain access to key resources and channels
providing the latest information

Amazon European Expansion Marketplaces

Poland
Poland accounts for 4.4% of total EU 1 GDP and is one of the most dynamically growing digital markets in the EU. It is also one of the fastest-growing economies — with a strong digital infrastructure.

Online sales in Poland, despite their maturity, are still expected to grow in the coming years, reaching €27.9 billion in 2027. 2
Market size:
• Total population in 2024: 36.62 million 3
• Expected GDP growth in 2026: 3% 4
• E-commerce market penetration: 43.2% in 2025, and it is expected to reach 71.0% by 2029. 5
Sales volume:
• Estimated value of the online sales market: EUR 25 billion 6
• Average online spend per capita: EUR 1296 7
• Dissemination of online sales among companies: 84% of Polish companies
sells over the Internet 8
Leading Categories in Online Sales 9:
• Hobbies and leisure: 29.3%
• Electronic articles: 18.2%
• Furniture and household items: 13.5%
Logistics & Store unique opportunities
After 10 years of Amazon’s presence in PL, the country has 11 Amazon fulfilment centres. Sellers can use the Central Europe Programme and save at least EUR 0.26 per unit if they allow Amazon to store German FBA inventory in Poland and the Czech Republic. 10

Thanks to its strategic location in Central Europe, Poland functions as a central hub for expanding business operations into new markets. 11
Grow your business in Poland with the support of specialised solutions
50% discount on FBA fees**
We are reducing
Fulfilment by Amazon (FBA) fees
by up to 50%* to
help more
businesses
grow on
Amazon.pl.
6 months to start
free of charge*
We are waiving referral and subscription fees for all new Professional Accounts
to help you
access our growing Polish
customer base.
Logistic support
We are committed
to supporting the growth of companies in our store
Amazon.pl with the help of 11
logistics centres,
to serve our growing customer base.
* Source: Terms and conditions apply. Benefits available to new sellers registering on Amazon.pl. At the end of the promotional period and when selling in other Amazon stores, standard fees apply. Full details can be found in Seller Central: ** Source: Reduced Amazon fulfillment fees will automatically apply to domestic and pan-European FBA orders, and Multi-Country Inventory (MCI) orders excluding European Logistic Network (EFN) orders. Standard fees apply if you use additional services or sell at other Amazon stores.
Netherlands
The Netherlands is one of the most
digitally advanced countries
in Europe. It is the third-largest
country in the EU in terms of GDP
per capita, reaching EUR 48,900,
which significantly exceeds the EU average
of EUR 37,600.
It also accounts for 6.3%
of total EU GDP. 12
Market size:
• Total population in 2024: 17.94 million 13
• Expected GDP growth in 2026: 1.2% 14
• E-commerce market penetration: 471.3% in 2025; expected
that by 2029 it will reach 86.3% 15
Sales volume:
• Estimated value of the online sales market: EUR 35.5 billion 16
• Average online spend per capita: EUR 1968 17
Leading categories in online sales18
• Electronic articles: 31.7%
• Fashion products: 17.3%
• Groceries: 16,3%
Logistics & Store unique opportunities
Amazon in the Netherlands has a well-developed
logistics network and various fast delivery options. The country's central location also makes it
a strategic point for increasing your presence across European markets. 19

An EU-wide FBA programme is available, enabling sellers to fulfil orders across Europe and benefit from a flexible goods storage formula. 20
Important new information: The Netherlands joins the EU-wide 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 programme, sellers can optimise inventory management by using a single, unified European network, which significantly reduces process complexity and helps streamline operations.
New requirements
for the EU-wide FBA programme
• List all products previously offered in the EU-wide FBA programme in the Amazon.nl store and add new products
• Check product compliance with Dutch regulations
• Complete any necessary registrations for VAT accounting purposes
• Review and update existing inventory for the EU-wide FBA programme
These requirements must be met by all current participants of the EU-wide FBA programme who wish to retain their existing benefits. Standard fees and terms apply.
Ireland
Ireland shows one of the highest online sales adoption rates in Europe, with 96% of internet users making an online purchase in 2024 21. It ranks second in the EU for GDP per capita at €79,300, which is more than double the EU average of €37,600, and accounts for 3% of the total EU GDP22.
Market size:
• Total population in 2024: 5.34 million 23
• Expected GDP growth in 2026: 2.5% 24
• E-commerce market penetration: 53.8% in 2025; it is expected to reach 64.6% by 2029 25
Sales volume:
• E-commerce Estimated Market Value: EUR 4—7 billion 26
• Average Online Spending per capita: EUR 2,260 27
• Dissemination of online sales among companies in 2024: 40.4% of businesses in Ireland sell online 28
Leading categories in online sales29:
• Hobbies and leisure: 25.4%
• Electronic articles: 21.3%
• Fashion products: 18.1%
Logistics & Store unique opportunities
The launch of the store in March 2025 was preceded by the opening of Amazon's first fulfilment centre in Dublin in 2022, which provided 500 new jobs and faster delivery for customers
nationwide 30

The new Amazon.ie platform will feature a wide selection of products – including a large range from Irish businesses – at low, local prices and with no additional customs duties 31
Faster entry into the Irish store with VAT accounting 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 free assistance with sending VAT returns
Expert advice
during registration
Why is it worth taking advantage of this offer without delay?
• Ensuring continuous stock availability in the local market
• Faster delivery to Irish customers
• Lowering initial operating costs

Important: Eligibility criteria and additional terms apply for this Promotion. By participating
in the promotion, you accept these terms and conditions (including all additional
matters referred to in or linked to 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 Sweden or Belgium?

Amazon Logistics Programs

Pan-European Fulfilment by Amazon (Pan-EU FBA)

What is Pan-European Fulfilment by Amazon?
Amazon's pan-European fulfillment is a product delivery solution that allows sellers to store inventory in many 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 local Fulfilment by Amazon (FBA) shipping fees in countries where you authorise Amazon to store your products, instead of paying higher cross-border shipping fees under the European Fulfilment Network (EFN). Click here to learn about your cost savings potential.
* Maximum potential savings calculated based on a comparison of European Fulfilment Network (EFN) shipping fees versus local shipping fees, depending on size/weight.
✓ Intelligent inventory distribution
Amazon automatically manages inventory distribution across European fulfilment centres at no additional cost. This strategic placement ensures your products are stored closer to customer demand, optimizing delivery speed and efficiency across the network.
✓ Europe-wide coverage
The programme operates in key Amazon stores, including Germany, France, Italy, and Spain, with the Netherlands joining from 25 June 2025. This extensive reach allows you to connect with millions of customers across Europe.
How does the Pan-European FBA work?

How does the Pan-European FBA work?
To participate in the EU-wide FBA program, you must meet the following requirements:

Step 1: Select at least 2 Amazon EU stores to store your products there. We will take care of redistribution at no additional cost. You must have at least 2 VAT numbers before start selling with Pan-European FBA for inventory placement.

Step 2: Offer product consistency by using the same SKUs across all participating domestic stores: Germany, France, Italy, and Spain.

Step 3: Meet all product compliance requirements in each store.
Excellent customer service
Using Amazon’s fulfilment network translates to an excellent service experience for all European customers. 91% of selling partners report top satisfaction* with fast delivery options (source). 
Strategic Flexibility
You can freely choose your preferred storage location from the participating countries: Germany, France, Italy, Spain. This flexibility allows you to adapt your fulfilment strategy while maintaining high operational efficiency and cost control.
Note: Savings calculations based on comparison with European Fulfillment Network (EFN) shipping fees. Program benefits and requirements subject to change. The most up-to-date information can be found in Seller Central.
Important new information: The Netherlands joins the EU-wide FBA program
Amazon Netherlands (amazon.nl) is fully integrated into the Pan-EU FBA program.
As a seller you should:
• Ensure all products previously offered in the EU-wide FBA programme are listed in the Amazon.nl store
• Check the compliance of the product with the Dutch regulations
• Check the VAT obligations existing in the Netherlands (more information here)
• Updated inventory settings to include the Dutch store

Remote Fulfillment

What is Remote Order Fulfillment (RF)?
Remote Fulfilment with FBA helps you sell products internationally without having to send inventory to the destination store or register for a VAT number. The remote fulfilment service operates between the UK and 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 take care of international shipping, customer service, and returns management across all participating EU stores. This allows the seller to focus on the development of the company.
✓ Economical access to the market
Optimise your business costs by holding stock in the UK, which eliminates extra storage fees and ensures you only pay for actual orders fulfilled, while effectively reaching customers in the EU.
✓ Fast delivery in Europe
Deliver products across Europe with the ability to offer customers standard or priority shipping options (orders qualify for Amazon Prime).
✓ Simple setup process
Simple registration in Seller Central, Amazon will then take care of customs clearance, basically the seller does not need to apply for a VAT number in order to conduct sales in the destination store.
How does remote order fulfillment work?
Step 1: From the Seller Central home page main menu, open Inventory and select Remote Fulfilment 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.
Important notes
• Standard FBA fees plus cross-border transaction fees apply
• Products must comply with EU regulations
• Certain product categories and products with specific ASINs may be excluded from the program

Amazon Easy Ship

What is Amazon Easy Ship?
Amazon Easy Ship allows you to focus on your core business, and our partners in the logistics service network will take care of the organization of your transportation. Both your company and your customers benefit from this solution. 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.
✓ Using your own warehouse
Maintain full control of your inventory while Amazon manages the logistics — from picking up shipments at the warehouse (Poland) or pickup points (the Netherlands) to delivery to the final recipient. No inventory "freezing" required.
✓ Competitive shipping costs
The fee for each shipment is attractively low and fully transparent.
✓ Prime Badge
Easy Ship helps streamline logistics by ensuring on-time deliveries and meticulous tracking, making it easier to earn a Prime badge.
✓ Flexible shipping options
The seller specifies which ASINs/SKUs are to be shipped using the Easy Ship formula, and which they will ship themselves. For optimal efficiency, maximize the use of Easy Ship for your MFN products.
✓ Comprehensive tracking
Full shipment tracking for all orders is available to both the seller and their customers.
✓ Improving customer satisfaction
Faster delivery and reliable logistics increase customer trust and loyalty with minimal effort from the seller.
How does Amazon Easy Ship work?

Step 1:
Sign up to create a merchant account. After creating product listings in your Amazon seller account, you can opt for Amazon Easy Ship in Seller Central here.

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.
Want to learn more about Amazon Easy Ship fees and eligible products?

Stay connected

Questions or opinions? Contact us at dev.amazon.expansion@amazon.com for more information!

FAQ

What is the relationship between Amazon and third-party application developers (integrators) in the context of expansion into EU markets?
Amazon provides API support that enables programmatic integration with all Amazon European marketplaces—including Poland, the Netherlands, and Ireland—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.
If I sell through third-party apps (integrators), do I still have access to Amazon promotions and programs?
Yes, using an integrator doesn't affect your eligibility for Amazon's programs and promotions.
If I work with an integrator, do I still have to register for VAT purposes myself?
Yes. Integrators can facilitate such registration, but the final responsibility lies with the seller. Amazon requires valid VAT numbers for each country where a seller places inventory.
How to deal with the need to comply with regulations and regulatory requirements in different stores in the EU?
Amazon's European store expansion team sends integrators precise information about key regulatory changes and updates so they can pass them on to retailers. In this way, we provide an additional level of valuable support. Integrators can include these updates in their platforms and services on their own responsibility, making it easier for sellers to comply with relevant regulations in different EU markets.

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 recommended to pay attention to such communication.
How can I enroll in the pan-European FBA programme and what criteria do I need to meet?
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.
What is the fee for participating in the Pan-European Fulfillment by Amazon program?
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. See this guide for a detailed price list of fees in the FBA program.
How do remote fulfillment returns work?
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.
How to arrange brokerage and transport for local imports to the UK and EU countries?
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.
What consumer trends shape the e-commerce market in Poland and how can Amazon PL sellers respond to them?
The Polish e-commerce market is developing dynamically, shaped by several broad consumer trends. Amazon Poland offers sellers tools and programs that help respond to each of these trends.

Trend 1 — Mobile commerce:
An increasing proportion of online purchases are made through smartphones. Amazon.co.uk sellers can optimize their listings for a mobile experience by customizing title length, photo quality, and A+ Content for mobile devices. You can review the effectiveness of these changes in Seller Central reports.

Trend 2 — Installment and deferred payment options:
Polish buyers are increasingly using flexible payment methods. Amazon.com offers installment and deferred payment options for eligible orders — promote these capabilities in product content to support conversion.

Trend 3 — Sustainability and Packaging:
More and more buyers are paying attention to the environmental footprint of purchases. Amazon's Frustration-Free Packaging is a certification that helps retailers reduce packaging and meets the expectations of green consumers. Review the program in Seller Central.

Trend 4 — Used and Refurbished Products:
The market for second-hand and refurbished products in Europe is growing. Retailers can participate in Amazon Renewed (refurbished products) and Amazon Warehouse (used products) programs to meet this demand on Amazon.pl.

Trend 5 — Discovering products through content:
Polish buyers are increasingly discovering products through video content and influencer marketing. Amazon Sponsored Brands Video, Amazon Live, and the Amazon Influencer Program give sellers the tools to reach buyers during the product discovery phase.

How to follow these trends in your category:
Brand Analytics in Seller Central (available for brands in the Brand Registry) provides personalized data on the most frequently searched phrases, buyer demographics and demand trends in your category — in real time and for the Polish market.

Current market data and official Amazon programs can be found in Seller Central and sell.amazon.pl.
1 European Union — Poland: EU member country profile 2 US Department of Commerce — Poland: e-commerce guide 3 European Union — Poland: EU member country profile4 European Commission — Economic forecast for Poland 5 Statista — Poland: e-commerce market outlook 6ECDB — E-commerce market data in Poland 7Statista — Average e-commerce spend per capita in Europe 8 US Department of Commerce — Poland: electronic commerce guide
9 eCommerceDB — Overview of the e-commerce market in Poland 10 Amazon — Central European Programme (FBA) 11 About Amazon EU — Polish SMEs are successful in sales and have an eye on global exports 12 European Union — Netherlands: profile of EU member country 13 European Union — Netherlands: profile EU Member State 14 European Commission — Economic forecast for the Netherlands 15 Statista — Netherlands : e-commerce market outlook 16 Statista — Netherlands: e-commerce market outlook 17 Statista — Average e-commerce spending per capita in Europe 18 eCommerceDB — Overview of the e-commerce market in the Netherlands 19 US Department of Commerce — Netherlands: Market overview 20 Amazon — Fulfillment 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: e-commerce market outlook 26 US Department of Commerce — Ireland: guide to online sales 27 Statista — Average per capita e-commerce spending in Europe 28 Central Statistical Office (Ireland) — Statistics Information Society: enterprises in 2024 29 eCommerceDB — Overview of the e-commerce market in Ireland 30 About Amazon EU — Amazon launches a new online store in Ireland (Amazon.ie) in 2025
31 About Amazon EU — Amazon launches new online store in Ireland (Amazon.ie) in 2025
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