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Expandly Blog

Amazon AWD Launches in Europe

Amazon launched AWD — its bulk warehousing service — across Germany, France, Italy, Spain and the UK on 20 August 2026. For US brands, it adds a fourth EU logistics option with automated FBA replenishment. AWD feeds FBA only, not non-Amazon channels. Q4 stock decisions need to be made now.

In This Article

01 What AWD is and how it works in Europe
02 Which EU and UK markets are now covered
03 How AWD compares to independent 3PL
04 What AWD doesn't cover for omnichannel brands
05 Why Q4 timing makes this decision urgent now

Key Takeaways

► AWD feeds FBA only. Non-Amazon EU channels still need separate stock.
► Five EU/UK markets live from 20 August. First Q4 cycle with AWD available.
► EU AWD pricing unconfirmed. Get it before finalising Q4 cost models.
► Omnichannel EU brands need EU-local 3PL alongside AWD for full channel coverage.

Amazon's Warehousing and Distribution service — AWD — went live across Europe on 20 August 2026. For US brands building EU operations, it adds a meaningful new logistics option just as Q4 inventory planning windows open.

AWD accepts bulk inventory and stores it in Amazon's own distribution network. Amazon then automatically replenishes FBA centres based on selling velocity. Inbound shipments were accepted from 17 August, with live operations confirmed on 20 August. Coverage spans five markets: Germany, France, Italy, Spain, and the UK. New facilities include South Yorkshire in England and North Rhine-Westphalia in Germany.

US$895bn European ecommerce revenues in 2026, growing at 7.7% CAGR — the market US brands are building EU operations to reach

AWD introduces a fourth EU logistics model alongside independent 3PL warehousing, direct FBA inbound, and hybrid approaches. The practical appeal: fewer hands-on logistics decisions. Stock goes into Amazon's network; Amazon manages movement to FBA fulfilment centres. For high-volume operations or seasonal peaks, that simplification is real.

The competitive context is direct. AWD competes with the independent 3PL sector for long-term EU storage volumes. Brands evaluating European logistics partners over the next 30 to 60 days will be comparing AWD against established 3PL options. The comparison turns on control, flexibility, and how Amazon-centric your EU distribution needs to be.

What AWD does not cover

AWD replenishes FBA only. It has no integration with non-Amazon EU sales channels. Zalando, Bol.com, your own DTC site — those channels still need their own EU stock position. For brands with an omnichannel EU footprint, independent 3PL alongside AWD covers the gap AWD leaves open.

EU AWD pricing has not been confirmed publicly. Brands exploring the service should request pricing from Amazon before factoring it into Q4 cost models.

The Q4 timing factor

Peak season stock builds for EU and UK markets typically begin in September. AWD went live in late August, making this the first Q4 cycle where AWD is available as a live EU option. Brands who haven't locked down their European Q4 logistics setup need to make that decision now. The window for getting inventory in position before 15 October — when Amazon FBA Peak Fulfillment Fees begin — is short.

Logistics optionChannels servedQ4 flexibility
Amazon AWDFBA onlyAmazon-managed
Independent EU 3PLAll channelsFull carrier choice
Hybrid (3PL + FBA)All channelsMaximum flexibility

Expandly's EU fulfillment model centres on our Netherlands warehouse, serving both Amazon and non-Amazon channels from a single EU stock position. For brands expanding beyond one marketplace, that flexibility matters when peak season pressure tests your logistics setup.

Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.

Find out more
  • Amazon EU, bol.com, Zalando and DTC integrations — all channels, one platform
  • 17 years' experience, 2000+ brands expanded — Andy Hooper, Founder

The bigger picture

Amazon AWD Europe and what EU-local operations actually require

Amazon AWD gives US brands a new EU bulk storage option, but it resolves one logistics problem while leaving the rest of the EU operational picture open. VAT registration, EPR compliance, PPWR packaging requirements, and non-Amazon channel fulfillment all sit outside AWD's scope. Expandly's onboarding process starts with VAT registration and product compliance before a single unit ships to our Netherlands warehouse, because those foundations determine whether your EU operation scales or stalls regardless of which logistics model you use.

  • EU VAT registration is required in each member state where you hold stock, including within AWD facilities in Germany, France, Italy, and Spain.
  • PPWR packaging compliance (mandatory August 12, 2026) applies to all EU-bound inventory including AWD inbound shipments.
  • Expandly's Netherlands warehouse serves both Amazon and non-Amazon channels from a single EU stock position.

EU ecommerce market 2026

European ecommerce revenues reached US$895 billion in 2026, growing at 7.7% CAGR through 2029. US brands entering through Amazon are competing for a share of a market on course to surpass $1 trillion by 2028.

US$895bn

ECDB E-Commerce in Europe 2026 Report

EU customs cost from November 2026

From November 2026, every EU-bound parcel from outside the EU faces up to €5 per item in combined customs charges. Brands with EU-local stock ship domestically within the EU, bypassing this cost entirely.

€5/parcel

EU customs regulation 2026, combined flat-rate duty and handling fee

Compliance-First Onboarding

For brands expanding to EU through Amazon and beyond, we start with product compliance and VAT setup in parallel. From there, VAT registration, marketplace setup and EU-local fulfilment follow in the right order.

2,000+

brands expanded with Expandly

If this sounds like your world,
let's talk.

Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled.

Self-Serve

  • £1,150/month
  • Platform-led with email support
  • Best for: $1M–$5M brands

Guided

  • £3,000/month
  • Dedicated Account Manager
  • Best for: $5M–$20M brands

VIP

  • £5,000/month
  • Dedicated VIP Consultant
  • Best for: $20M–$50M+ brands
See full pricing and what's included