Amazon’s EU Audience Shrank as the Netherlands Grew
Amazon’s average monthly active EU users fell to 193.9 million in the first half of 2026, from 195.2 million in the second half of 2025, on its own Digital Services Act filings. Germany, France and Italy declined while the Netherlands grew 4.0 per cent and Denmark 18.4 per cent.
Amazon Pan-EU FBA Requires Netherlands Stock from September 3, 2026
Amazon requires all Pan-EU FBA sellers to hold active inventory in the Netherlands from September 3, 2026. Brands without Netherlands stock face suspension of Pan-EU FBA eligibility across all EU markets. Belgium becomes mandatory in February 2027.
EU Marketplace GMV Up 8% — What the 2026 ChannelX Report Shows
EU B2C marketplace GMV grew 8% year on year in 2025, per ChannelX’s European Marketplaces Sector Report. Amazon remains dominant across core EU markets, Germany leads by total GMV, and the Netherlands ranks among the fastest-growing — with TikTok Shop’s six-market footprint now the fastest-growing channel category by rate.
EU Cross-Border Ecommerce Hit €108 Billion in 2025
EU cross-border B2C ecommerce reached €108 billion in 2025 — 25% of the total European online market — with cross-border share now exceeding 50% in Germany, Italy, and Benelux, according to Cross-Border Commerce Europe’s 8th Edition report. Amazon is committing €15 billion to French logistics infrastructure through 2028. The brands capturing this market consistently are those operating with local VAT, EU-compliant products, and in-market fulfilment.