Recently, Amazon announced a new round of favorable measures for its European site in 2026, including upgrading the "New Seller Starter Package" to up to over $150,000, an increase of 50%. New sellers can enjoy multiple benefits such as commission deductions, logistics discounts, and advertising discounts.

It also launched the "Multi-Seller Flexible Heavy Goods Delivery Plan (MSF)" and services and tools such as coupon setting copy function and one-stop compliance support have been launched simultaneously.

These measures will help sellers quickly deploy and deeply cultivate the European site from dimensions such as reducing seller operating costs, simplifying multi-site management in Europe, and improving compliance services.

This is another increase in Amazon's support for European sellers after it launched a large-scale fee reduction for sellers at the end of last year. In 2025, Amazon announced a series of fee optimization measures covering multiple dimensions such as sales commission, logistics distribution, and promotional tools, among which the maximum reduction in sales commission reached 67%. Up to now, more than 60% of Chinese sellers have enjoyed a reduction in delivery costs, including optimization and discounts on logistics performance-related costs such as FBA delivery fees and warehousing fees.

As the world's third-largest e-commerce market, Europe has tremendous growth potential. In recent years, Chinese sellers have maintained a rapid growth trend in Europe, and the scale of settlement has continued to expand. Data shows that in 2025, the number of Chinese sellers on Amazon's European site with first-year sales exceeding $500,000 increased by more than 60% year-on-year.

Firstly, Amazon announced the upgrade of the New Seller Starter Package. Since March 27, new sellers on the UK site, the four European countries, and the new European sites can receive welfare benefits of more than $50,000 respectively, totaling more than $150,000, an increase of 50% compared to before. This preferential welfare supports the seller's full-link operation needs.

At the same time, Amazon Logistics (FBA) "New Product Warehousing Promotion Plan" will also provide eligible Amazon Logistics (FBA) new ASINs with services such as time-limited free warehousing, free removal, and free return processing. All new sellers who join Amazon Logistics (FBA) can enjoy a waiver of warehousing utilization fees within the first 365 days. New sellers who join Amazon Logistics Europe Integrated Service (Pan-EU) are exempt from Pan-EU low-volume inventory fees within the first 365 days.

Secondly, starting from 2025, Amazon has launched a large-scale fee reduction plan on the European site to help sellers optimize their cost structure from dimensions such as commission, logistics, and promotion.

Amazon recently launched the "Multi-Seller Flexible Heavy Goods Delivery Plan (MSF)" on the European site to provide a faster and more efficient delivery experience for heavy goods (23-120 kg). At present, this plan has been opened to sellers on the German and UK sites and will cover more European sites in the future.

At the same time, sellers can also use Amazon Logistics Europe Integrated Service (Pan-EU) within the EU by warehousing in both the UK and the EU (such as Germany), achieving "warehousing in two countries to cover 10 European countries" and simplifying multi-country delivery and warehousing management.

After the Irish site was launched in March 2025, the number of sites opened by Amazon in Europe for Chinese sellers has reached 10.

The European sites have tremendous growth potential. At the same time, their regional complexity also requires sellers to have a deep understanding of the market characteristics of each country and provide products and services that meet the preferences of local consumers. The series of measures launched by Amazon aim to continuously iterate and optimize services to create value for sellers and deepen their presence in Europe.

Data source:

1/The five mature sites include the UK site, the French site, the German site, the Italian site, and the Spanish site

2/The five emerging sites include the Belgian site, the Dutch site, the Swedish site, the Polish site, and the Irish site

3/Refers to the French site, the German site, the Italian site, and the Spanish site

4/Refers to Amazon's Dutch site, Swedish site, Polish site, Belgian site, and Irish site

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