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

Amazon has announced a significant reduction in seller fees across its European marketplaces, effective from 2026. This move aims to support sellers and strengthen the e-commerce landscape amid increasing competition in the region.

Key Details of the Fee Reduction

• Fee Cut Range: 2 to 5 percent reduction in seller fees.
• Average Savings: Approximately £0.15 (€0.17) less per unit sold.
• Applicable Fees: Referral fees and fulfillment fees.
• Product Categories Benefit: Consumer electronics, household items, and fashion products expected to see the most significant cuts.

Markets Affected

The fee reductions will apply to Amazon platforms in the United Kingdom, Germany, France, Italy, and Spain, covering a large portion of the company’s European sales.

Strategic Goals Behind the Initiative

1. Attract more sellers to enhance the variety of products available.
2. Encourage competitive pricing for consumers.
3. Improve service quality for European customers.
4. Maintain Amazon’s dominant position in the European e-commerce sector.

Industry and Seller Response

Industry analysts believe this fee reduction will set a competitive benchmark, potentially motivating other market players to adjust their pricing models. Sellers, especially small and medium-sized enterprises (SMEs), have welcomed the change, viewing it as an opportunity to increase profit margins and expand their market presence.

Ongoing Commitment

Alongside fee reductions, Amazon continues to invest in technology and logistics infrastructure to sustain seller growth and enhance customer experience, reinforcing its long-term vision of sustainable growth in Europe.

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