Amazon Cuts Seller Fees in Europe by Up to 5% Starting 2026

Amazon has announced a significant reduction in seller fees across Europe, taking effect from 2026. The online retail giant will decrease fees by an average of £0.15 (€0.17) per unit sold, equivalent to a 2-5% reduction in seller fees for businesses using its platform.

Details of the Fee Reduction

• The fee cut applies to all product categories across Europe.
• It benefits both small and large businesses selling on Amazon.
• The reduction aims to improve sellers’ profit margins, enabling competitive pricing and potential sales growth.

Purpose and Impact

This fee adjustment aims to:

1. Support sellers and enhance competitiveness in the European e-commerce sector.
2. Attract more merchants by lowering historically significant costs such as referral fees and fulfillment charges.
3. Maintain Amazon’s leadership position in key markets including the United Kingdom, Germany, France, Italy, and Spain.

Industry Response and Future Outlook

Industry experts suggest that this move will:

• Intensify competition among online marketplaces.
• Offer customers greater choice and value as sellers may pass savings onto buyers.
• Reflect a broader trend of digital platforms recalibrating fee structures to boost their ecosystems.

The fee cuts will be implemented in the first quarter of 2026, with Amazon set to provide detailed seller guidance soon. The company will continue to monitor market dynamics to ensure its fees remain fair and competitive.

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