Europe is now one of the most exciting marketplaces for you to expand your Amazon selling in 2026. Europe is filled with a variety of market opportunities for online selling. The expansion becomes hassle-free with the help of seller central features to opt in for European expansion accelerator program.
From Germany’s advanced shoppers to France’s retail expansion, you experience special offerings.
In this article, we unveil the best Amazon European Expansion countries for Amazon sellers like you in 2026.
Teaming up with a 3PL provider can help you overcome any challenges in European Amazon selling.
Importantly, you have to choose the professional selling subscription plan to expand your Amazon selling opportunities.
Whether you’re already an established seller or aiming to grab the most share from the European market, we’ve got you covered with everything you need to thrive! Let’s jump right in.
Europe countries that embrace Amazon sellers
Twenty-seven countries are way too big! Yet, only five countries across EU give you the opportunity to make profits on Amazon.
You may be confused about which country suits you best for global selling and expansion. There are many countries that might be familiar to you.
What’s your go-to country for Amazon EU expansion?
Is it based on the market value? If it’s not, find the countries that you can aim for.
Let’s explore more.
1. Germany: The Powerhouse of Amazon Europe Expansion
Germany is among the global eCommerce markets and has a record as one of Amazon’s most profitable markets outside the US.
Germany holds a $4.5 trillion and a digitally savvy population of over 83 million. It presents an incredible opportunity for you to expand your Amazon selling in 2026.
High Consumer Demand
Did you know that over 88% of Germans make purchases online? The most profitable ecommerce categories include electronics, fashion, home goods, and more. The eCommerce market is projected to reach $126 billion by 2026.
Premium products like consumer electronics and home appliances are the top-selling categories for Amazon sellers. These categories have seen consistent growth and ever-lasting demand on Amazon Germany.
Streamlined Logistics
Germany’s landscape has the most efficient logistics networks in Europe. Amazon’s operational expansion has played a significant role in optimizing this infrastructure.
Amazon Germany has 20 fulfillment centers across the country, showing sellers the flexibility in expansion and to avail of a fast, reliable delivery system.
You can get your products into customers’ hands more quickly, driving loyalty and long-term success without hassles.
Best-Selling Amazon Products
Here are the top-performing categories you might consider to sell your products that falls under your umbrella.
Electronics: High-quality consumer electronics
Household Appliances: Germans prefer products ranging from smart home devices to everyday essentials.
Fashion: Apparel and accessories recorded a strong demand across all seasons.
Personal Care Products: Skincare, health supplements, and wellness products.
Check out out detailed list of latest best sellers on Amazon
Customs and Complications
You also have to navigate some challenges when selling in Amazon Germany.
The country has implemented strict regulations, such as the Packaging Act (VerpackG) and Extended Producer Responsibility (EPR) requirements. Compliance with these laws helps your ecommerce selling simpler and easier.
Additionally, VAT complexities can arise due to fluctuating tax rates specific to product categories.
Partnering with a 3PL provider can help your products meet packaging standards to minimize delays and costly penalties.
Time to Profitability
Well, let’s assume everything is sorted. You will be bombarded with the critical question of how much time you must wait to make a profit.
Since your brand and products are new to them, you require a minimum of 8 months to overcome the break-even and earn profit.
If your brand has earned the best-seller tag, then things become easier. All you ever need to do is top-performing ASINs with good reviews. This applies to you as a beginner or seasoned seller.
Best Fulfillment Option
Amazon’s fulfillment network in Germany draws your attention to the use of FBA. But what about the FBA fees?
When expanding to the EU market, you must be careful with the factors that deplete your profit margin. Initially, you may have to sacrifice almost 6 months of your profitability to gain customer trust and repetitive purchases.
Considering these facts, choosing fulfillment by Amazon (FBA) might not be a feasible option. Partnering with a 3PL provider offers additional benefits in addition to European expansion and Amazon fulfillment.
3PLs can help manage end-to-end processes that align with local regulations, successful expansion, and elevate your brand presence on Amazon Germany.
2. United Kingdom: A Mature Yet Dynamic Amazon Europe Expansion Market
The United Kingdom remains the best market for Amazon sellers. It’s primarily due to high per capita online spending. The typical retail marketplace of the UK is becoming a mature market. It doesn’t mean eCommerce is not profitable.
Yes, the market prediction of $150 billion in eCommerce sales gives you the confidence and goosebumps to expand your business.
Language Compatibility
When it comes to selling on Amazon UK, language has never been the constraint. Creating engaging product listings and promotions becomes hassle-free.
In contrast to other EU countries, you feel comfortable with the UK language, which is never the same.
Amazon Dominance
Amazon UK (amazon.co,uk) holds more than 30% of the share in the eCommerce market. Amazon’s influence continues to compound and dominate the retail space, creating a monopoly.
Unlike other countries, UK consumers have their preferences for online purchases. They are more attracted to Amazon programs such as Subscribe & Save and Prime membership.
If you aim to win customer trust and loyalty, leveraging these services will help increase your profitability when executing the Amazon European expansion.
Best-Selling Categories in the Amazon Store
The UK presents a wide range of opportunities across various categories. Some of the top-performing sectors include:
Beauty Products: Skincare, cosmetics, and grooming items.
Eco-Friendly Goods: Sustainable products are increasingly popular, driving purchases.
Health Supplements: Wellness and supplements are in high demand across the country.
Pet Supplies: Pet ownership and the demand for pet-related products are on the rise, which gives you the niche space to dominate.
Customs and Complications
The Brexit movement has made customs and compliance more complex. Introducing new customs and VAT regulations has redefined the ecosystem of eCommerce selling.
With no other choices left, you must handle additional import and export paperwork to comply with UK and EU regulations.
A 3PL will handle cross-border logistics and help navigate the intricacies of post-Brexit compliance.
Time to Profitability
You can typically reach profitability within 6 to 10 months. This relatively quick break-even period is one of the eCommerce selling advantages in the UK.
Best Fulfillment Option
FBA integrates seamlessly with Amazon UK’s platform, offering a streamlined process for inventory storage, order fulfillment, and customer service.
This reduces the complexity of managing logistics, and at the same time, the revised FBA rate card is still a concern. Yes. That’s true.
When you have opted for US FBA and UK FBA, a slight change in either of the fee structures can lead to loss.
Partnering with 3PL service providers helps ensure your fulfillment operations are scaled to meet growing demand and gain profitability in expansion.
3. France: A Growing Amazon Europe Expansion Opportunity for Sellers
France will swiftly become a key market for sellers to sell on Amazon Europe in 2026.
With a dynamic economy and a growing appetite for online shopping, the country presents an exciting opportunity for those seeking to tap into the French market in 2026.
Expanding eCommerce Adoption
France’s eCommerce market is expected to reach an estimated $81 billion by 2026. Paris, Lyon, and Marseille are the popular urban areas for online shopping.
Over 65% of the population shops online regularly. French consumers become more comfortable shopping for products online, such as fashion, beauty, and electronics.
High Demand for Localized Products
The French eCommerce market has a high demand for sustainable and organic products. In particular, eco-friendly goods have seen a 15% YoY growth.
Amazon customers are willing to pay more for items labeled “Made in France.”
US Amazon sellers can sell on Amazon France but must follow local rules, like product safety, labeling, and language requirements.
Using Amazon’s FBA network or 3PL fulfillment center allows US sellers to store and ship products locally, making it easier to serve French customers.
Best-Selling Categories
The following categories have emerged as the most popular and profitable among Amazon France.
Fashion: Consumers continue to shop online for style and quality fashion products.
Organic Goods: Organic food and health-related products are in high demand.
Gourmet Food: The French market has a long-standing love for quality food, making gourmet products highly sought after, especially those with a local or artisanal focus.
Eco-Friendly Items: With increasing environmental concern, eco-friendly products, including clothing, household items, and beauty products, are seeing strong sales growth.
Customs and Complications
France offers great opportunities with a mix of regulatory complexities. One key challenge is navigating the country’s strict VAT regulations.
France also imposes eco-contributions for packaging, encouraging sellers to reduce the cost of recycling and waste management.
France’s anti-waste law (AGEC) governs plastic usage, which is a challenge for sellers like you who are unfamiliar with these regulations.
Partnering with a third-party logistics provider ensures your business complies with local VAT, packaging laws, and anti-waste legislation.
Time to Profitability
When selling on Amazon France, you typically need 9 to 14 months to profit.
This time frame gives you a holistic understanding of French preference for premium and localized goods. In addition, your A/B testing methods of product offerings help you figure out the right product to promote.
Best Fulfillment Option
Amazon France gives you two ideal options for fulfillment: (1) FBA and (2) FBM.
You have to make the call based on your budget plan for eCommerce order fulfillment. Moreover, choosing FBA gives you flexibility in simplified fulfillment, but the fees matter.
The revision made in the fees can reduce your profits. In that case, you can build partnerships with 3PL providers to fulfill your requirements.
4. Italy: The Emerging Opportunity for Amazon Europe Expansion
Italy is rapidly evolving into a lucrative market brimming with untapped potential among multiple European countries.
In 2026, there will be a unique chance to grow into Southern Europe, thanks to rising eCommerce use, strong demand for niche goods, and a customer base that shops on their phones first and is ready for new buying experiences.
A Market Poised for Growth
In Italy, 52% of individuals prefer shopping online. The market is expanding rapidly and will be valued at $50 billion by 2026.
If the growth phase continues to elevate, it generates opportunities for sellers like you to capture the marketplace. Mobile shopping is significant, comprising over 60% of all online sales.
This trend underscores the necessity for businesses in Italy to maintain mobile-friendly websites and seamless transactions.
Even though Italy isn’t as big on eCommerce as other European countries, it is growing. Sellers who act now can get a foothold in the EU expansion before it gets too matured.
Top-Selling Categories in Italy
Amazon Italy’s market dynamics are shaped by local tastes and traditions, making certain categories especially promising:
Fashion: High-quality clothing, footwear, and accessories blended with craftsmanship.
Artisan Products: Handmade goods, including jewelry, art, and home decor.
Food: Gourmet items, authentic food, and organic products.
Luxury Goods: Designer goods, high-end electronics, and luxury cosmetics.
Customs and Tax Complexities
Italy’s stringent import regulations and adherence to EU standards can lead to delays or fines if not managed properly. Regional tax variations add a layer of complexity.
Partnering with a 3PL provider experienced in the Italian market can facilitate customs clearance, ensure compliance, and streamline logistics.
Achieving Profitability in Italy
Italy’s eCommerce market is growing compared to other European nations. You require 12–18 months to reach break-even.
This timeline helps you tailor your marketing and Amazon fulfillment complexities in Italy. Focusing on high-demand categories can help you reach profitability within a short time.
Optimizing Fulfillment for Success
Partnering with a 3PL provider is the most cost-effective fulfillment solution, offering customizable logistics that align with your unique business needs.
Unlike Amazon’s Pan-European FBA services or Multi-Country Inventory (MCI), a 3PL optimizes storage, shipping, and regional tax compliance, helping you reduce unnecessary expenses and improve profitability.
With local expertise in managing customs regulations and taxes, especially in Amazon Italy, a 3PL ensures smooth operations and faster delivery.
This flexible, scalable approach provides more control over your fulfillment process, making it the ideal choice for you seeking efficiency and cost savings.
5. Spain: A Fast-Growing eCommerce Market in Amazon Europe Expansion
Spain is becoming one of the best places for your Amazon business to grow in 2026. Spain has a lot of chances for you to grow.
Tech-Savvy Population
Over 70% of Spanish people are now online shoppers. The eCommerce market is projected to reach $60 billion by 2026.
Nearly nine out of ten people in Spain said they used Amazon to purchase online in 2024. It’s now the time to initiate European expansion and acquire Spanish consumers.
Cross-Border Opportunities
Spain is a great place to start a business because it is close to Portugal and other southern European countries.
Amazon’s cross-border program allows you to ship to more than one country. This makes your operations easier and speeds up shipping times.
Spain’s link to EU trade networks makes it easy to get to other European markets, which cuts down on customs problems.
International shipping choices on Amazon Spain make it easier to keep track of your goods and get your products to customers faster. This lets you reach more people while keeping your handling costs low.
If your business wants to reach people in Southern Europe, Spain is the best place to start.
Best-Selling Categories
In Spain, some product categories consistently perform better than others, providing valuable insights into consumers’ preferences.
Top-selling categories in Amazon Spain include:
Electronics: Products like smartphones, wearables, and smart home devices are in strong demand.
Home Improvement: Products such as tools, furniture, and décor continue to perform well.
Personal Care Products: Beauty and wellness products, including skincare, haircare, and health supplements.
Sustainable Goods: Eco-friendly products such as organic foods and reusable household items.
Customs and Complications
Spain is encapsulated with exciting eCommerce opportunities but possesses regulatory challenges which you need to comply. Import duties on non-EU products can also increase shipping costs, especially during peak seasons.
Shipping delays during holidays and busy periods lead to reduced customer satisfaction and repeat business.
Partnering with a 3PL provider is a smart move to ensure compliance with regional tax requirements and simplify Amazon EU expansion.
Their local expertise helps you avoid costly errors, overcome shipping delays, and customize solutions tailored to Spain’s unique eCommerce landscape.
Time to Profitability
In Amazon Spain, breaking even is well within reach—typically achievable in just 10 to 15 months. You can significantly accelerate your returns by strategically focusing on high-demand categories like electronics and personal care products.
Entering Spain’s rapidly growing eCommerce market now positions you ahead of the competition, allowing you to secure market share while others play catch-up.
With a dynamic mix of traditional and trending product categories, Amazon Spain offers endless opportunities for expansion.
Focus on fast-moving sectors, implement effective marketing strategies, and watch your profits soar in this thriving market!
Best Fulfillment Option
Amazon’s Pan-European FBA program offers fast delivery, lower fulfillment costs, and access to Amazon’s customer service. It’s an efficient choice to fulfill orders and ensure timely deliveries to customers across Spain.
Alternatively, partnering with a 3PL offers packaging, inventory tracking, and shipping flexibility, especially during peak seasons.
A 3PL can also help with local compliance, reducing delays or penalties. The choice is yours based on your speed, flexibility, and compliance needs.
Final Thoughts
Are you planning to expand into the Amazon European stores in 2026? The change will help you diversify your Amazon income sources, which is an excellent move.
The United Kingdom, France, Italy, and Spain are all strong prospects, and each country has perks as well as drawbacks. The ever-changing European e-commerce landscape is yours to conquer with the correct approach and analytics.
We facilitate your global growth as your 3PL partner. Let us handle everything for you, from keeping track of your inventory to navigating complex customs rules.
Let’s work together and make 2026 a year to remember. Partner with us to expand your brand in the Amazon EU marketplaces.
Arishekar N is a Vice President (VP) of Marketing at AMZ Prep, specializing in ecommerce fulfillment and Amazon logistics strategies with a proven track record of driving growth for e-commerce businesses. He is a strategic leader with extensive expertise in marketing, e-commerce operations, SEO & advertising, and branding.
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Thanks for the free selling strategies tips. I feel ready to grow my Instagram business now.
Integrating Shopify with Instagram really helps manage inventory seamlessly. Game-changer.
The product suggestions are on point. Eco-friendly items are trending big on Instagram!
Using micro-influencers is such a smart way to promote products without a big budget.
I love the section on Instagram Shopping. Makes selling online so much simpler.
Spain’s market potential is growing. The €15.7B investment in cloud infrastructure is a good sign. AMZ Prep could make entering this market much smoother.
This guide covers everything from creating a business profile to maximizing sales. Very detailed!
France’s e-commerce growth is impressive. Worth exploring for expansion.
Expanding to the UK seems promising, especially with Amazon’s £40B investment. Exciting times ahead!
Germany’s digital infrastructure is top-notch. Definitely a market to consider.