How much does it cost to sell on Amazon Europe?

Amazon charges a €39/month Professional seller subscription, referral fees (8–15% depending on category), and FBA fees based on product size and weight. Total selling costs typically range from 25–40% of the retail price when using FBA.

Do I need a VAT number for each EU country?

You need a VAT number in every country where you store inventory. With Pan-European FBA, Amazon may distribute stock to multiple countries, requiring VAT registration in each. Many sellers use VAT compliance services like Avalara or Taxdoo.

What is Pan-European FBA?

Pan-European FBA lets you send inventory to one Amazon fulfillment center, and Amazon distributes it across European warehouses to enable fast Prime delivery in all EU countries. This reduces shipping costs and improves delivery speed.

Can I sell on all Amazon EU marketplaces from one account?

Yes, a single Amazon Europe Seller Central account gives you access to all eight EU marketplaces. You can create listings, manage inventory, and run ads for each country from one dashboard.

How does Amazon Europe compare to other EU marketplaces?

Amazon has the largest overall reach but also the highest competition and fees. Regional marketplaces like Allegro (Poland), bol.com (Netherlands), or Kaufland (Germany) often offer better margins and less competition in their respective markets.

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Sell on Amazon

The world's largest online marketplace

5.5B+ globally

Monthly Visitors

500M+

EU Monthly Visitors

300M+

Active Customers

Last updated: March 2026

Overview

Amazon is the undisputed king of global e-commerce, and its European operation spans eight country-specific marketplaces: Germany, France, Italy, Spain, the Netherlands, Poland, Sweden, and Belgium. With over 310 million monthly visitors across its European sites and 300 million active buyer accounts worldwide, Amazon offers unmatched scale for sellers looking to reach European consumers. The platform's Pan-European FBA program allows sellers to store inventory across multiple fulfillment centers and deliver to customers in any EU country with Prime-speed shipping.

For cross-border sellers, Amazon Europe provides a unified Seller Central experience where you can manage listings, inventory, and advertising across all European marketplaces from a single account. The European Fulfillment Network (EFN) and Pan-European FBA program handle the complex logistics of multi-country shipping, customs, and returns. Amazon's A9 search algorithm rewards products with strong sales velocity, competitive pricing, and excellent customer metrics, making early traction critical for long-term success.

Selling on Amazon Europe requires navigating VAT obligations across multiple countries, complying with EU product safety regulations, and competing against both Amazon's own private-label brands and millions of third-party sellers. Despite these challenges, Amazon remains the highest-volume sales channel available to European e-commerce sellers, and for many product categories, it is simply not optional — it's where the customers are.