Amazon Slashes Seller Fees in Europe by up to 5% Starting 2026

Amazon has announced a significant reduction in seller fees across Europe, cutting costs by 2 to 5 percent starting in 2026. This adjustment will allow sellers to save an average of £0.15 (€0.17) per unit sold, aiming to lower operational expenses and boost e-commerce activity on the continent.

Details of the Fee Reduction

The fee cuts will apply to key components of seller expenses on Amazon’s platform, including:

• Referral fees
• Fulfillment fees

This strategic move is intended to ease financial pressure on sellers and maintain Amazon’s competitive edge in the European marketplace.

Impact on Sellers and Customers

Sellers across multiple European countries—such as the United Kingdom, Germany, France, Italy, and Spain—will benefit directly from the new fee structure starting January 2026. The reduced fees are expected to create a more cost-effective platform environment, potentially resulting in:

1. Increased product availability
2. Better pricing for consumers
3. Enhanced seller experience
4. Growth in European e-commerce operations

Broader Strategic Implications

This fee adjustment aligns with Amazon’s broader strategy to invest in:

• Seller tools
• Fulfillment networks
• Customer experience enhancements

Such investments aim to support sellers facing high logistics and operational costs while encouraging more small and medium-sized enterprises (SMEs) to join or expand their presence on the platform.

Industry Outlook

Industry analysts view Amazon’s fee reduction as a positive development for the European e-commerce sector. It underscores the company’s commitment to long-term growth, sustainability, and fostering a balanced marketplace that supports seller loyalty amid increasing competition.

Stay tuned for more updates from Questiqa Europe News.

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