Amazon Announces Fee Reductions for European Sellers Starting 2026

Summary – Amazon is set to reduce seller fees by 2-5% across Europe starting 2026, benefiting e-commerce businesses region-wide.,

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Amazon, the global e-commerce leader, has announced a notable reduction in seller fees across Europe starting in 2026. This fee adjustment aims to benefit e-commerce businesses by decreasing costs by 2% to 5%, averaging a saving of £0.15 (€0.17) per unit sold.

What Happened?

In April 2024, Amazon communicated its intention to lower marketplace seller fees throughout European countries effective from January 1, 2026. This strategic move will reduce the cost burden on sellers using Amazon’s platform, helping them reach EU customers more affordably. The exact percentage of fee reduction varies by category and country within the 2-5% range.

Who Is Involved?

• Amazon’s European seller community: Thousands of small and medium-sized enterprises (SMEs) operating in the EU.
• Amazon’s operational and corporate teams: Responsible for implementing and communicating the new fee structure.
• European Union trade and digital market regulators: Monitoring e-commerce platform policies and ensuring compliance.
• European Commission: Overseeing digital economy regulations and closely observing these developments.

European Reactions

The seller community across Europe has welcomed the announcement, anticipating improved profitability and potential price reductions for consumers. Industry associations representing digital and retail businesses view this as a positive step toward a more competitive marketplace in the region.

Some EU policymakers have expressed cautious optimism, acknowledging the fee reductions while emphasizing the importance of ongoing monitoring to maintain fair and transparent marketplace conditions.

What Comes Next?

1. Amazon will implement the fee reductions starting from January 1, 2026, giving sellers time to adjust their operations.
2. The company plans to release detailed guidelines and updated fee schedules later in 2024 for European sellers.
3. The European Commission and national regulators will continue overseeing Amazon’s compliance with relevant regulations.
4. Amazon intends to invest further in technology and logistics to support sellers during this transition and strengthen the regional e-commerce ecosystem.

This fee reduction represents a significant development for the European e-commerce market, potentially impacting competitive dynamics among online marketplaces across the continent.

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