New Amazon Marketplaces in Europe: Netherlands, Sweden, Poland and Belgium

When most sellers think of Amazon Europe, they think of Germany, the UK, France, Italy and Spain. But Amazon has quietly been adding stores. It now runs Amazon.nl in the Netherlands, Amazon.se in Sweden, Amazon.pl in Poland and, as of this month, Amazon.com.be in Belgium.

Should you sell in these newer markets? Here is how to think about it.

The newer European stores

• Netherlands (Amazon.nl): a wealthy market with high online shopping rates and many English speakers.
• Sweden (Amazon.se): launched in 2020, a high spending Nordic market.
• Poland (Amazon.pl): launched in 2021, a large and fast growing e-commerce market.
• Belgium (Amazon.com.be): launched in October 2022, with French, Dutch and English options.

Why consider them

• Less competition. Many categories have far fewer sellers than Germany or France.
• Cheaper ads. Cost per click is often lower in newer stores.
• Early mover advantage. Reviews and rank built now can be hard for later sellers to catch.
• Easy to add. If you already sell in the EU, these stores can be added from your European account.

What makes them harder

• Language. Dutch, Swedish and Polish listings need proper translation. Machine translation alone often reads badly.
• Smaller volume. Search volume is lower than in the big markets, so sales start slower.
• Local habits. Shoppers in each country use different search terms and payment methods.

How to fulfill orders

If you already use FBA in Germany, you can often reach these stores through the European Fulfillment Network, shipping cross-border from your German stock. That is the easiest way to test demand. Check delivery times and fees for each country. Pan-European FBA coverage is different for each country, and storing stock in Poland, for example, brings its own VAT requirements.

Taxes and rules

EU VAT rules apply in every store, and since July 2021 cross-border sales to consumers fall under the EU-wide threshold and One Stop Shop. We explained this in our post on EU VAT changes. Packaging and recycling rules can also differ by country. Get local advice before you scale.

How to start

1. Pick three to five proven products from your EU catalog.
2. Check search demand and competitor listings on each new store.
3. Get listings properly translated, with local keyword research.
4. Fulfill through EFN from your existing EU stock to test.
5. Run small Sponsored Products auto campaigns to learn local search terms.
6. Scale the products and countries that work.

The bottom line

Amazon’s newer European stores offer lower competition and cheaper ads, but need real translation and patience. If you already sell in the EU, testing them through EFN is a low risk way to grow. If you want help planning European expansion, see our full service account management.

FAQs

Does Amazon have a store in Belgium?

Yes. Amazon launched Amazon.com.be in October 2022.

Can I sell on Amazon Netherlands from my German FBA stock?

Often, yes, through the European Fulfillment Network. Check delivery times and fees for your products.

Do I need translated listings for Amazon Poland or Sweden?

Yes. Shoppers search in their own language, so proper Polish or Swedish listings are important for both ranking and conversion.