Multiple hundred thousand SMEs from the European Union use Amazon as a gross sales platform. Collectively, they generated 17 billion euros in cross-border gross sales final 12 months, 2 billion euros greater than a 12 months earlier. Most worldwide commerce takes place inside the EU.
In complete, EU SMEs offered greater than 40 billion euros price of products on Amazon in 2025 for the primary time, the corporate mentioned. Collectively, they traded greater than 1.3 billion merchandise, or greater than 2,500 per minute. A easy calculation exhibits that the typical product worth of European SME sellers throughout Amazon’s varied websites is round 30 euros.
EU-based SMEs promoting on Amazon
Amazon is explicitly positioning itself as an ally of native SMEs in Europe. The worldwide market chief refers to “greater than 100,000 EU-based SMEs promoting on Amazon”. Nonetheless, the corporate has not disclosed particulars in regards to the improvement of that quantity over the previous 12 months. The identical applies to gross sales progress: Amazon solely states that the 40-billion-euro threshold has been surpassed.
Cross-border gross sales
Amazon is extra particular in regards to the progress of cross-border gross sales. Final 12 months, 85 % of European SME sellers offered merchandise past their home borders. Collectively, they generated 17 billion euros in worldwide gross sales in 2025, in contrast with 15 billion euros in 2024. Of that 17 billion euros, 13.5 billion got here from intra-EU exports, up from 12 billion euros in 2024.
SME gross sales grew each inside and out of doors the EU
European SME sellers due to this fact noticed their gross sales on Amazon develop each inside and out of doors the EU. They now generate 3.5 billion euros in gross sales from prospects outdoors the Union.
Cross-border share
Cross-border gross sales accounted for greater than 40 % of European SMEs’ gross sales on Amazon final 12 months. Nonetheless, the cross-border share differs considerably between nations. In some nations, together with the Netherlands and Belgium, Amazon primarily positions itself to promoting companions as a springboard to prospects in different markets. In these markets, Amazon shouldn’t be the market chief, not like in Europe’s high markets Germany and the UK, France, Italy and Spain.
Eradicating cross-border obstacles
Amazon calls on European policymakers to stage the enjoying area and cut back administrative burdens to assist SMEs thrive. “Our proposal: lengthen deemed provider laws to require on-line retailers to gather VAT on all gross sales, no matter the place sellers are based mostly, ending the structural drawback European SMEs presently face.”
