Amazon Announces Reduction of Seller Fees Across Europe from 2026

Summary – Amazon plans to cut seller fees by 2-5% in Europe starting in 2026, impacting marketplace operations.,

Article –

Amazon has declared a reduction in seller fees across its European marketplaces, effective from 2026. This strategic move aims to alleviate costs for third-party sellers and enhance marketplace competitiveness.

Details of the Fee Reduction

The company will lower fees by an average of £0.15/€0.17 per unit sold, corresponding to a 2-5% decrease depending on product categories and regions. This adjustment covers various charges, including:

• Product listing fees
• Commissions
• Transactional charges

Context and Stakeholders

The announcement took place in April 2024, highlighting Amazon’s intent to support third-party merchants across key European markets such as Germany, France, Italy, Spain, and the United Kingdom. Notable points include:

1. Amazon’s Leadership: CEO Andy Jassy oversees these global strategic changes.
2. Marketplace Scope: Thousands of sellers across European platforms will be affected.
3. Regulatory Environment: While EU regulatory bodies were not directly involved, the decision aligns with ongoing EU digital market competition discussions.

Reactions from Europe

Industry groups and government advisors have responded positively yet cautiously:

• Online retail associations and SMEs view the fee reduction as beneficial for increased e-commerce participation.
• The European Commission appreciates the move but stresses continued oversight for fair competition.
• Economic advisors in Germany and France acknowledge the potential boost to merchant profitability and retail growth, emphasizing the importance of monitoring under the Digital Markets Act (DMA).

Looking Ahead

Amazon plans to start implementing the seller fee reductions in January 2026. Further information will be communicated to sellers throughout 2025 via internal channels and updated policies. Market analysts expect this change to foster higher listing and sales volumes, which may influence wider e-commerce trends in Europe. Meanwhile, regulatory authorities will maintain vigilance over Amazon’s market behavior to ensure compliance with emerging regulatory frameworks.

Stay informed with Questiqa Europe for ongoing updates on this and other regional e-commerce developments.

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