EU SMEs hit 17 billion euros in Amazon exports

More than one hundred thousand SMEs from the European Union use Amazon as a sales platform. Together, they generated 17 billion euros in cross-border sales last year, 2 billion euros more than a year earlier. Most international trade takes place within the EU.

In total, EU SMEs sold more than 40 billion euros worth of goods on Amazon in 2025 for the first time, the company said. Together, they traded more than 1.3 billion products, or more than 2,500 per minute. A simple calculation shows that the average product price of European SME sellers across Amazon’s various sites is around 30 euros.

EU-based SMEs selling on Amazon

Amazon is explicitly positioning itself as an ally of local SMEs in Europe. The global market leader refers to “more than 100,000 EU-based SMEs selling on Amazon”. However, the company has not disclosed details about the development of that number over the past year. The same applies to sales growth: Amazon only states that the 40-billion-euro threshold has been surpassed.

Cross-border sales

Amazon is more specific about the growth of cross-border sales. Last year, 85 percent of European SME sellers sold products beyond their domestic borders. Together, they generated 17 billion euros in international sales in 2025, compared with 15 billion euros in 2024. Of that 17 billion euros, 13.5 billion came from intra-EU exports, up from 12 billion euros in 2024.

SME sales grew both inside and outside the EU

European SME sellers therefore saw their sales on Amazon grow both inside and outside the EU. They now generate 3.5 billion euros in sales from customers outside the Union.

Cross-border share

Cross-border sales accounted for more than 40 percent of European SMEs’ sales on Amazon last year. However, the cross-border share differs significantly between countries. In some countries, including the Netherlands and Belgium, Amazon primarily positions itself to selling partners as a springboard to customers in other markets. In these markets, Amazon is not the market leader, unlike in Europe’s top markets Germany and the United Kingdom, France, Italy and Spain.

Removing cross-border barriers

Amazon calls on European policymakers to level the playing field and reduce administrative burdens to help SMEs thrive. “Our proposal: extend deemed supplier legislation to require online retailers to collect VAT on all sales, regardless of where sellers are based, ending the structural disadvantage European SMEs currently face.”