1. Amazon Upscales Logistics and Technology

The global e-commerce giant Amazon has been making continuous moves recently, launching a series of substantial investment plans, quietly raising the competitive threshold of the cross-border industry.

Recently, Amazon announced a significant investment plan: it will invest more than 15 billion euros in France over the next three years, covering the construction of logistics infrastructure, upgrades to existing logistics networks, as well as enhancements in cloud computing and artificial intelligence capabilities, creating over 7,000 permanent jobs in France.

It is worth mentioning that this is also Amazon's largest investment in the French market since its entry.

According to the information, the core reason for increasing investment is to further optimize the local consumers' online shopping experience and enhance Amazon's service capabilities to consumers in the French region, such as faster delivery and a richer selection of products.

Relevant data shows that last year alone, Amazon brought more than 170 million same-day or next-day items to French Prime members, with Prime members saving about 140 euros annually on average through free fast delivery.

Actually, after a long period of deep cultivation, Amazon has already formed a relatively complete layout in France - currently, Amazon has more than 35 logistics sites in France, with a cumulative investment of over 30 billion euros since 2010, covering operations, warehousing, and technology multiple dimensions. There are currently over 25,000 full-time employees, indirectly driving about one hundred thousand surrounding jobs, and it is also one of the enterprises that have absorbed the most new jobs in France in recent years.

Additionally, Amazon's investment is not only in France but also scaling up in other markets simultaneously. Previously, Amazon announced that it will invest over 750 million Australian dollars in the Australian market to build a new robotic fulfillment center, completing Australia's automated logistics map and further shortening the local delivery time.

2. The French E-commerce Market Booms

To understand why Amazon is investing heavily in France, we can first look at the overall situation of the current French e-commerce market.

At present, the French e-commerce market is in a stage of steady growth. Relevant data shows that by 2025, French consumers will shop online more frequently, with online consumption reaching nearly 200 billion euros, an increase of 7% year-on-year. In terms of frequency, the total number of online transactions reached 3.2 billion, an increase of 10% year-on-year, with an average of over 100 orders processed per second.

In the entire retail industry, e-commerce performance is obviously superior to traditional retail, but beneath the surface prosperity, there are also undercurrents: the main increase in online transactions comes from the increase in transaction frequency, not from the increase in average order value.

Specifically, in the past year, the average order value of French e-commerce decreased by 3%, falling to 62 euros. Many low-priced platforms have also benefited from this, among which Temu performed the most eye-catching, with its ranking rising sharply by 7 places in 2025, leaping to 13th place in the French consumer rankings, becoming one of the fastest-growing e-commerce platforms in France.

In this structural change of "increased volume and decreased price," Amazon also faces practical pressure, so this round of investment is also heavily betting on the implementation of intelligent technology, using AI algorithms to intelligently allocate inventory, automatically determine the timing of replenishment and warehouse inventory layout, and use technical means to compress the delivery link and optimize overall efficiency.

All in all, the substantial investment in the French market is just a microcosm of Amazon's overall strategy in Europe. Today, the development logic of the giant has long changed, no longer blindly pursuing scale expansion, but turning to refined operation, low-carbon infrastructure, and intelligent technology transformation, rebuilding overseas logistics and service networks.

Source: E-commerce Dispatch
Original Link: https://www.pai.com.cn/p/01kr3g42myvfk3smyr5btsyx16