Sell on Amazon Europe: expand into Poland, Sweden, Ireland, Belgium and the Netherlands
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Looking to sell on Amazon Europe and reach millions of new customers? With Amazon’s recent marketplace expansion across Poland, Sweden, Ireland, Belgium, and the Netherlands, ecommerce retailers have a massive opportunity to grow their international sales with minimal overhead.
From reduced Fulfilment by Amazon (FBA) fees to VAT support and fast shipping infrastructure, Amazon Europe expansion is becoming easier—and more profitable—than ever. Here’s how you can take advantage of these high-growth markets and streamline your global operations.
See Linnworks & Amazon in action
Discover how Linnworks can help you sell better on Amazon.
Why sell on Amazon Europe?
Selling on Amazon in these emerging European markets comes with a host of advantages:
- Access to New Markets: Gain exposure to millions of new customers across five thriving economies.
- Fulfilment by Amazon (FBA): Use Amazon’s logistics network to store, pack, and ship products quickly, reducing the friction of cross-border sales.
- Lower Costs: Amazon is offering incentives such as reduced FBA fees, waived referral fees, and free VAT registration support in new marketplaces like Amazon.pl and Amazon.ie.
- First-Mover Advantage: Establishing a presence early can position your brand ahead of the competition in high-growth regions.
Key markets in the Amazon Europe expansion
Here’s a closer look at the five countries Amazon is targeting for expansion—and why they matter to sellers:
Poland (Amazon.pl)
- Population: 37.6M | Projected Ecommerce Volume by 2028: $40.9B
- Category Trends: Hobby & Leisure, Furniture, DIY, and Electronics
- Fulfilment Advantage: 11 Amazon fulfilment centres, reduced FBA fees by up to 50%, and incentives like 6-month fee waivers for new sellers.
- Customer Insight: Highly price-sensitive; Polish shoppers prioritize value, promotions, and free delivery.
Ireland (Amazon.ie)
- Population: 5.3M | Projected Ecommerce Volume by 2028: $10.8B
- Category Trends: Electronics, Fashion, Hobby & Leisure
- Fulfilment: Amazon’s first fulfilment centre in Dublin enables One-Day Delivery across the country.
- Unique Incentives: Free VAT registration and filing support for two years.
- Customer Insight: Value-driven consumers seeking convenience, sustainability, and seamless digital experiences.
Netherlands (Amazon.nl)
- Population: 18M | Projected Ecommerce Volume by 2028: $28.2B
- Category Trends: Electronics, Fashion, Groceries
- Logistics: No local fulfilment centre; uses Pan-EU FBA via Germany.
- Customer Insight: Tech-savvy and price-conscious, Dutch customers value fast delivery and sustainability.
Sweden (Amazon.se)
- Population: 11M | Projected Ecommerce Volume by 2028: $16.1B
- Category Trends: Electronics, Fashion, Groceries
- Fulfilment: Local fulfilment centre supports fast regional delivery.
- Customer Insight: Strong focus on sustainability, quality, and ethical consumption.
Belgium (Amazon.com.be)
- Population: 11.8M | Projected Ecommerce Volume by 2028: $12.9B
- Category Trends: Hobby & Leisure, Electronics, Fashion
- Logistics: Serviced via Amazon France with access to Pan-EU FBA.
- Customer Insight: High demand for personalized, convenient, and eco-conscious shopping experiences.
Amazon Europe expansion: what retailers need to know
To succeed in these markets, sellers need to:
- Understand Local Demand: Use Amazon’s Best Sellers lists to identify trending categories and consumer preferences.
- Comply with VAT and Legal Requirements: VAT registration is required in countries where you import, store, or sell locally.
- Tailor Product Selection: Not all categories are equally popular across countries—customizing your catalog by region improves relevance.
- Localize Listings: Use the native language of each store (e.g., Dutch, Swedish, Polish) to increase customer trust and conversion.
Final thoughts
Amazon’s expansion across the EUX region is more than a business opportunity—it’s a strategic growth channel that simplifies cross-border selling. With competitive incentives, fulfilment support, and fast-growing markets, there’s never been a better time for Linnworks users to plug into Amazon’s European network and automate their way to international success.
Ready to simplify your Amazon EU expansion? Linnworks connects your inventory, orders, and fulfilment across multiple marketplaces—so you can scale without the chaos. Book a demo today or get in touch to learn more about your next step in European Expansion!