Amazon Boosts European Expansion: Opens 10 Marketplaces to Chinese Sellers with Lower Fees for Newcomers

【Ebrun Exclusive】Amazon recently announced that its European marketplaces are a key focus for growth this year, introducing a new round of supportive measures for sellers in Europe. These new initiatives include benefits for new sellers, the 'Heavy and Bulky Items Delivery Program (Multi-Seller Flex, MSF)', a coupon setting copy feature, and one-stop compliance support services and tools.

Regarding benefits for new sellers, starting March 27th, new sellers launching on the UK marketplace, the four core European marketplaces (France, Germany, Italy, Spain), and the new European marketplaces (Netherlands, Sweden, Poland, Belgium, Ireland) can receive benefits exceeding $50,000, $50,000, and $50,000 respectively, totaling over $150,000 – a 50% increase compared to before. For brand-registered sellers, the UK, core four European, and new European marketplaces offer up to ?47,250 in commission rebates respectively, along with discounts on the Amazon Vine review management tool. Furthermore, the FBA 'New Selection Program' will provide eligible new FBA ASINs with limited-time benefits including free storage, free removal, and free return processing services.

On the logistics front, Amazon has launched the 'Heavy and Bulky Items Delivery Program (MSF)' in Europe for items weighing between 23-120 kg. This program is currently available to sellers on the German and UK marketplaces, with plans to expand to more European sites in the future. The process involves sellers storing inventory at approved third-party overseas warehouses enabled for MSF. After an order is placed, Amazon's dedicated logistics partners will pick up the items for final-mile delivery, while also offering value-added services like scheduled delivery, installation, assembly, and packaging collection.

Additionally, by stocking inventory in both the UK and an EU country (e.g., Germany), sellers can utilize Amazon's Pan-European FBA program to achieve 'stock in two countries, sell across ten European nations'. To further enhance operational efficiency, Amazon has launched the Pan-European FBA Portal, helping sellers manage registration, compliance, and other information for Pan-EU inventory in one place. It is reported that over 57% of European sellers already use Amazon's Pan-European FBA service in 2025.

For promotion management, Amazon's European marketplaces have introduced a coupon setting copy feature, allowing sellers to replicate promotions created in one European marketplace across up to nine other marketplaces, with all cross-marketplace coupon extensions manageable on a single page. Sellers using this new feature can currently receive a limited-time subsidy of up to $1,000 on coupon fees.

Regarding compliance certification, Amazon will launch the 'Compliance Services Store (CSS)' within Seller Central, helping sellers find professional service providers for VAT, Extended Producer Responsibility (EPR), EU Responsible Person services, etc., and matching sellers with competitively priced bundled solutions.

For financial management, the Amazon Seller Wallet has been launched in seven European marketplaces: Germany, France, Italy, Spain, Netherlands, Belgium, and Ireland, efficiently supporting multi-currency and multi-marketplace operations. Sellers can securely manage funds without switching accounts or redirecting to third parties. The Seller Wallet also offers features like instant exchange rate locking, setting up automatic transfers, self-service download of transaction proofs/foreign income declarations, and supports payments to suppliers in local currency or direct VAT payments.

Following the launch of the Ireland marketplace in March 2025, the number of Amazon European marketplaces open to Chinese sellers has reached ten. These include five established marketplaces – the UK, France, Germany, Italy, Spain – and five emerging marketplaces – Belgium, Netherlands, Sweden, Poland, Ireland.

In recent years, Chinese sellers have maintained rapid growth in Europe, with their presence continuously expanding. Data shows that in 2025, the number of Chinese sellers achieving first-year sales exceeding $500,000 on Amazon Europe grew by over 60% year-on-year. Among new Chinese sellers joining Amazon's five established European marketplaces in 2025, over 50% also launched on the new European marketplaces within the same year. In 2025, sales by Chinese sellers grew by over 15% in the established European marketplaces and over 30% in the new marketplaces.

These seller support measures for European marketplaces represent Amazon's renewed push into the European market, following a large-scale fee reduction implemented at the end of last year. At the end of 2025, Amazon's fee reductions for European marketplaces covered multiple aspects including referral fees, fulfillment and shipping, and promotional tools, with referral fee reductions of up to 67%. It is reported that over 60% of Chinese sellers have already benefited from lower fulfillment fees, including optimizations and discounts on FBA fulfillment fees, storage fees, and other logistics-related costs.

Stars Innovation is a typical example of a seller expanding into Amazon's European marketplaces. Liu Liqing, Senior Director at Stars Innovation, stated: 'Europe has a population of over 550 million, with nearly 400 million e-commerce users and an e-commerce penetration rate as high as 71%. Simultaneously, European consumers have strong purchasing power and a pursuit of high-quality products. The average order value in Western European countries is high, ranging from ?90 to ?128, making it particularly suitable for Stars Innovation's main product categories like home furniture, automotive parts & tools, and mother & baby toys.'

Regarding growth opportunities in the European market, Jin Yanzhen, Vice President of Amazon China and Head of Global Selling Seller Management for Amazon China, highlighted three key areas for sellers to focus on:

First, high average selling price categories. Categories such as smart home devices, professional sports equipment, audio equipment, high-end furniture, outdoor gear, 3D printers, and AI devices not only offer higher profit margins but also better reflect brand value;

Second, new marketplaces. The Netherlands, Sweden, Poland, Belgium, and Ireland are projected to see sales growth exceeding 35% in 2026 compared to 2022. These countries have strong purchasing power, and popular categories are similar to those in established marketplaces, such as home goods, electronics, and home decor. Chinese sellers have experience and advantages here, and growth rates are faster than the European average;

Third, the B2B sector. Business procurement in Europe is accelerating its shift online. Amazon Business already covers the five major established marketplaces. B2B offers high average order values and stable repeat purchases. Business customers prioritize quality and service over price, creating differentiation opportunities for capable Chinese sellers.