Expand Your Business Across Amazon European Stores: A Complete Guide for 2026

European expansion represents a significant growth opportunities for Amazon sellers in 2026. With five countries—the Netherlands, Sweden, Poland, Belgium, and Ireland—accessible through Amazon stores, sellers can tap into millions of potential customers and create new revenue streams.

Amazon European Expansion info page

Understanding the Five European Expansion Stores 

The Netherlands: High Digital Adoption 

With 18 million inhabitants¹ and an impressive 86.3%² e-commerce penetration rate, the Netherlands offers one of Europe's most digitally mature marketplace. Dutch consumers spend an average of €1,968³ online annually and prioritize convenience, competitive pricing, and increasingly, sustainable options.

Sweden: Sustainability-Focused Consumers 

Sweden's 11 million consumers⁴ represent a highly engaged online shopping population with 91.7% e-commerce penetration⁵ – the highest among EUX markets. Swedish shoppers are willing to pay premium prices for quality and sustainability, making it ideal for eco-friendly product lines.

Poland: High-Growth, Price-Sensitive Market 

Poland stands out as the largest market by population (37.6 million⁶) and offers a promising growth trajectory. Amazon has sweetened the deal by reducing the Fulfillment by Amazon (FBA) fulfillment fees up to 50%* and with six-month referall fee waiver for new sellers, to make expansion a cost-effective option.

Polish consumers are highly price-sensitive and responsive to promotions, with 73% of consumers either using price-comparison services or compareprices prior making a purchase.⁷

*Exact reduction may vary based on item quantity, dimensions and weight. This fee change is not a promotion and has no expiry date.

Belgium: Personalization and Convenience 

Belgium's 11.8 million consumers⁸ combine high purchasing power (€1,572 average online spending⁹) with strong e-commerce adoption (85.7% penetration¹⁰). “SMEs are a key pillar of the Belgian economy, and businesses from all over Belgium have embraced the world of e-commerce, recognising an online presence as an opportunity for dynamic growth”.¹¹

Belgian shoppers value personalization, convenience, and sustainability, making it ideal for sellers who can offer tailored customer experiences.

Ireland: Premium Opportunity Launched in 2025 

Ireland represents the newest Amazon store, having launched in March 2025. Despite its smaller population (5.4 million¹²), Irish consumers show the highest average online spending at €2,260 per capita.¹³

For the store launch Amazon offered VAT incentives, empowering businesses to grow in Amazon.ie since Day 1: it entailed a free VAT registration in Ireland and 2 years of filing support, supporting sellers to store goods locally and ensure a fast delivery to customers.

3 Key Considerations Before Expanding 

VAT Compliance: Your First Priority 

Each European country has distinct VAT requirements. Understanding and complying with these regulations is non-negotiable. Depending on the nature of your business, you will be required to register for a VAT number in a European country as per the regulations. This depends on multiple factors, some of which are place of business establishment, fulfilment model, and your annual sales.

Know Your Customers 

Consumer preferences vary significantly across these stores. While Swedish customers prioritize sustainability, Polish shoppers focus on price. Dutch consumers expect fast delivery and convenience, while Irish buyers emphasize quality. Successful expansion requires adapting the approach to each store unique characteristics.

Product Category Restrictions 

Each country maintains specific regulations around certain product categories. Research restrictions in your category before expanding and make sure that you and your products comply with all applicable laws and with Amazon's policies concerning Category, Product and Content Restrictions.

Tools to Simplify Your Expansion 

European Expansion Accelerator (EEA) 

Amazon's automated solution enables expansion across all European stores in just two clicks within three business days. The EEA handles account creation, catalog preparation, pricing optimization, and offer activation—removing the technical barriers that previously made multi-country expansion complex.

Pan-European FBA: Your Logistics Solution 

Fulfillment by Amazon's Pan-European programme offers flexible storage across multiple EU countries (Germany, France, Italy, Spain, or Poland via VAT registration number), delivering up to 53% savings on shipping costs.

Amazon handles customer service and returns, allowing you to focus on growth rather than logistics. Since 2025 Amazon Netherlands (amazon.nl) is fully integrated into the Pan-EU FBA. This means that as all sellers should:

1. ensure all existing Pan-EU FBA offers are listed on amazon.nl;
2. review product compliance with Dutch regulations;
3. verify VAT obligations for the Netherlands (more details here);
4. dupdate inventory settings to include the Dutch marketplace.

Marketing Support Without Additional Investment 

EUX stores offer promotional opportunities through free-of-charge Deals and Sponsored Advertising solutions: you can create an opportunity to grow visibility, traffic and sales on Amazon by reaching shoppers who are looking for products like yours and by offering discounts on products.

Your Expansion Strategy for 2026

1. Start with market research: Analyze which Amazon expansion store aligns best with your product category and brand positioning. 
2. Leverage first-mover advantages: Leverage visibility across expansion stores and the opportunity to reach to new customers with a competitive-advantage.
3. Use automation strategically: Tools like the European Expansion Accelerator and Pan-European FBA remove operational complexity, allowing you to test multiple stores simultaneously without proportional increases in workload.
4. Adapt your approach: Don't simply translate your existing listings. Optimize product titles, descriptions, and images for local preferences. Consider pricing strategies that reflect each competitive landscape and consumer expectations.

The Bottom Line 

European expansion stores represent a significant growth opportunity for Amazon sellers in 2026.

The combination of high e-commerce growth rates and Amazon's infrastructure support creates ideal conditions for expansion. Whether you're looking to diversify revenue streams, access new customer segments, or simply grow your business, the EUX stores offer a path forward.

Ready to explore European expansion? Start by contacting us at dev.amazon.expansion@amazon.com for a fast reply or learn more about it from our Expansion store’s info page.