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

Amazon has unveiled a significant update for its European seller community by announcing a fee reduction of up to 5%, effective from 2026. This initiative is designed to relieve costs for sellers across key European markets, including the United Kingdom, Germany, France, Italy, and Spain.

Details of the Fee Reduction

The company will decrease seller fees by an average of £0.15 (€0.17) per unit sold throughout its European platforms. These reductions will apply across various product categories, supporting small and medium-sized businesses to operate more competitively.

Objectives Behind the Move

Amazon’s adjustments aim to:

• Support independent sellers and encourage growth within Europe’s online retail sector.
• Enhance profitability for sellers, helping them invest further in their Amazon storefronts.
• Increase product selections available to customers by attracting more active sellers.
• Improve customer satisfaction through potential lower prices and wider variety.

Industry and Seller Reactions

Experts view this as a strategic effort by Amazon to remain competitive amid intensifying e-commerce competition. Sellers have responded positively, anticipating better profit margins and enhanced sustainability for their businesses on the platform.

Impact and Implementation

While specific fees affected have not been fully detailed, expected changes include reductions in referral and fulfillment fees. This fee adjustment is part of Amazon’s broader plan to strengthen its marketplace ecosystem in response to evolving consumer behaviors and market trends.

The fee reductions will officially begin in early 2026, and Amazon advises sellers to review the updated fee schedule upon release. The company is committed to ongoing support and collaboration with its seller community to ensure successful growth in Europe.

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