Amazon Europe Statistics You Need to Succeed as an Amazon Europe Seller in 2023 (2024)

Considered one of the most valuable global brands, Amazon is a retail powerhouse. A global platform for sellers of all kinds, Amazon attracts revenue through its retail, subscription and web services.

Retail is Amazon’s primary source of income, with online and brick-and-mortar stores creating most of Amazon’s revenue.

Monthly, Amazon boasts more than 2.9 billion global visits. Many visitors start their product search on Amazon, interested in seeking out reviews on products they’re thinking of purchasing. Fashion and electrical items make up more than 50% of all Amazon’s global sales volumes.

Founded by Jeff Bezos in July 1994, Amazon had humble beginnings, run from a Bellevue garage in Washington. By September 4, 2018, Amazon became the second company to make $1 trillion in market capitalisation, following Apple in this prestigious club.

Last year Amazon earned $469.8 billion and will reach $730 billion by the end of 2022. Amazon Europe is a fast-growing sector of the giant Amazon retail business, as evidenced by the most recent Amazon statistics.

By 2022, Amazon was worth more than $1,105 trillion. It is estimated that 40% of all e-commerce sales will come from Amazon in 2022. Global sales have increased steadily each year.

Amazon opened its European headquarters in Luxembourg in June 2008. It set up branches in the UK and Germany in 2007, France in 2008, Italy in 2010 and Spain in 2011. Sweden, the Netherlands, Turkey, Poland and Belgium followed.

Amazon sales in Europe make up around 24% of Amazon’s global sales.

Amazon EU reported revenue of more than €51 billion in 2021, a substantial increase on the previous year’s €43.8 billion.

More than 1.4 million Amazon Europe sellers contributed to this high sales volume.

Amazon Europe contributes immensely to economic growth and development through direct employment and business development. Amazon employs more than 200,000 permanent employees in Europe as well as more than 900,000 autonomous sellers, content developers, logistics providers, authors and technology solution providers.

These employment figures place Amazon in a leading position as a European employer.

Amazon supports its European sellers with a network of more than 250 fulfilment and sortation centers and air and delivery hubs.

Fulfilment capacity has more than doubled in the past year. Just over half of Amazon sellers use Fulfilment by Amazon, and Amazon has recently announced a new service to provide sellers with low-cost, long-term storage.

In 2021, Germany was Amazon Europe’s most significant revenue earner accounting for sales of €31.6 billion. The UK followed with €27.9 billion. The UK has the highest per capita expenditure at just over €1,000 per person.

Third-party sellers are responsible for more than half the sales across the eight member states. More than 225,000 small and medium enterprises sell on Amazon Europe.

Amazon understands the growth potential of SMEs and invests heavily in European seller development, spending €3.4 billion in European SME support during 2021 alone. During 2021, Amazon provided 650,000 businesses across Germany, Spain, Italy and France with digital skills training to help business owners to take their businesses online.

In 2020, online cross-border sales in Europe reached €146 billion, an increase of 26% from the previous year, and this figure is expected to expand to €220 billion by 2022. So, there are plenty of opportunities for Amazon sellers to increase cross-border operations.

In 2021, Amazon’s European SMEs achieved export sales of more than €14.5 billion, selling more than 2.2 billion products into export markets. The export sales had increased by more than 10% year on year, with more than half of the SMEs selling products across borders.

More than 50,000 European SMEs made sales of more than €100,000 on Amazon during 2021, 25% more than those that achieved this milestone in the previous year. More than 2,500 SME Amazon sellers made sales of more than €1 million last year.

Amazon estimates that the growth in Amazon’s online business has led to the creation of more than 650,000 new jobs in Europe.

Amazon data reveals that the five top-selling categories on Amazon Europe are

• Home
• Health and personal care
• Apparel
• Sports
• Toys

Finding products to sell in these categories could propel your business to the next level, making your brand one of the Amazon success stories of the future.

Amazon recently settled the antitrust dispute with the European Union, so the company will keep growing its presence across the continent.

Facing a massive multibillion-dollar fine, Amazon has agreed to treat marketplace sellers equally and changed some of its Buy Box features in the European Union, an agreement to which the company is bound for the next five to seven years.

Amazon statistics reveal the online seller trends in Europe and should help Amazon Europe sellers to expand into a cross-border success.

There are loads of opportunities in the European Amazon marketplace as Amazon has not reached the market penetration levels it enjoys in US markets. As Amazon expands its footprint across the continent, Amazon Europe sellers will enjoy ever-greater prospects.