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In 2025, Amazon accelerated its European growth strategy—ramping up investments in cloud infrastructure, fulfillment, same-day delivery, and marketplace logistics. These moves reinforce the company’s dominance in the EU retail and logistics ecosystem.
\n\n\n\nAmazon invested over €38 billion in the EU in 2024, part of more than €225 billion committed since 2010. In 2025 alone, it is investing over €55 billion across Europe, creating more than 230,000 direct jobs and supporting over 450,000 indirect positions.
\n\n\n\nIn Germany, Amazon has allocated €17.8 billion to expand its operations, including the construction of fulfillment centers and a new AWS sovereign cloud region in Brandenburg, which is expected to go live by the end of 2025.
\n\n\n\nIn Spain, Amazon Web Services (AWS) announced a €15.7 billion investment over ten years in data centers located in Aragon. This will support approximately 17,500 jobs annually through 2033 and contribute more than €21 billion to GDP.
\n\n\n\nIn Italy, AWS plans to invest €1.2 billion by 2029 to expand its cloud infrastructure around Milan, with projections of over 5,500 new jobs across the digital supply chain.
\n\n\n\nAmazon is aggressively expanding its Same-Day Delivery service across Europe. In 2025, 20 more cities will be added, including Augsburg, Metz, and Bergamo. The total footprint now covers over 135 locations.
\n\n\n\nNew urban fulfillment models support this expansion. For instance, Amazon’s fast delivery zones in Madrid enable cut-off times as late as 6:15 pm, made possible by AI-driven inventory allocation and highly automated warehousing.
\n\n\n\nStarting June 25, 2025, Amazon’s Pan-European Fulfillment Network will require sellers to include the Netherlands (Amazon.nl) in their country list to retain eligibility. Sellers must now list products in Germany, France, Italy, Spain, and the Netherlands to qualify for streamlined logistics and inventory pooling.
\n\n\n\nThis update aims to standardize cross-border fulfillment and improve shipping speeds in Northern and Western Europe.
\n\n\n\nAmazon continues to dominate EU e-commerce. In Germany alone, Amazon.de receives over 390 million monthly visits, significantly ahead of local competitors such as Otto and Zalando.
\n\n\n\nAcross 21 EU countries, Amazon employs more than 150,000 people, with thousands more working indirectly in third-party logistics, warehouse operations, technology, and customer service.
\n\n\n\nAmazon is also contributing to the circular economy. The European second-hand product market is now valued at €21.6 billion and is expected to grow by an additional €2 billion by 2025.
\n\n\n\nOver 740 million items were resold, refurbished, or returned via Amazon Europe in 2024–2025. Consumer demand for eco-conscious alternatives is prompting the company to expand its re-commerce offerings and introduce lower-carbon delivery options.
\n\n\n\nRetailers must align with Amazon’s Pan-EU strategy, including compliance with VAT, packaging laws, and the new Dutch marketplace requirement. Unified logistics planning is critical.
\n\n\n\nTo compete on convenience, sellers should explore local fulfillment models, late cut-off support, and inventory optimization using Amazon’s AI tools.
\n\n\n\nWith AWS expanding across Germany, Spain, and Italy, brands with regulated data needs—like those in healthcare or fintech—can benefit from sovereign cloud setups and secure EU hosting.
\n\n\n\nAmazon’s resale initiatives are experiencing rapid growth. Sellers can participate by launching certified refurbished lines, using minimal packaging, and promoting eco-friendly delivery options.
\n\n\n\n| Area | Key 2025 Developments |
| Investment | €55B+ across Europe in 2025 |
| Job Creation | 230K+ direct; 450K+ indirect jobs |
| Germany Focus | €17.8B investment; AWS cloud in Brandenburg |
| Spain Focus | €15.7B AWS investment; 17,500 jobs/year; GDP impact of €21B+ |
| Italy Focus | €1.2B AWS investment near Milan by 2029 |
| Logistics Reach | Same-Day delivery in 135+ cities |
| Pan-EU Marketplace | Netherlands mandatory from June 2025 for full logistics access |
| Sustainability Growth | €21.6B resale market; 740M second-hand items in circulation |
| Platform Power | Amazon.de: 390M+ monthly visits; presence in 21 EU markets |
Amazon’s 2025 expansion in the EU reflects a deliberate and well-funded push to consolidate its leadership in logistics, cloud services, and digital retail infrastructure. By deepening its presence in key markets such as Germany, Spain, and Italy, while optimizing delivery speed and expanding its marketplace policies, Amazon is shaping the next chapter of European e-commerce.
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