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

Amazon has announced a major reduction in its seller fees across Europe, effective from 2026. The changes promise to lower fees by an average of £0.15 (€0.17) per unit sold, representing a 2-5 percent decrease for most sellers on the platform.

Details of the Fee Reduction

The updated fee structure affects sellers in key European markets such as the UK, Germany, France, Italy, and Spain. The adjustments include changes to:

• Referral fees
• Fulfilment fees

Many product categories, especially high-volume items like electronics and household goods, will benefit from fee cuts close to 5 percent.

Purpose and Impact

This fee revision is motivated by the need to support sellers amid economic challenges like inflation and supply chain disruptions. Amazon aims to:

1. Reduce costs for sellers
2. Encourage diverse offerings on its marketplaces
3. Promote lower retail prices for consumers
4. Increase seller profitability and product availability

Industry Response and Future Plans

Experts suggest this move could heighten competition among online marketplaces, prompting other platforms to reconsider their fee structures. Smaller merchants and startups, in particular, stand to gain from the reduced financial burden.

Amazon’s head of European Seller Services emphasized the company’s commitment: Our goal is to empower our sellers with a fair, transparent, and competitive fee structure. This reduction is part of our commitment to support growth and innovation across all product categories. Sellers can look forward to better margins and enhanced business opportunities starting next year.

In addition to fee cuts, Amazon plans to introduce new tools and support services to help sellers optimise their listings and sales strategies. These efforts complement recent investments in technology and logistics infrastructure aimed at enhancing both customer and seller experiences across Europe.

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