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.