Amazon has announced a major investment in the Netherlands to strengthen its operations, support local businesses, and enhance customer services.
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Tech giant Amazon has announced plans to invest more than €1.4B in the Netherlands between 2025 and 2027. Since launching in the Netherlands in 2020, this represents Amazon’s largest financial commitment to the country to date.
The move shows Amazon’s “confidence” in the Netherlands and its focus on innovation, customer experience, and support for small businesses.
Eva Faict, Country Manager of Amazon Netherlands, announced the investment during Amazon.nl’s conference in The Hague, held to mark five years of operations in the country.
Faict says, “The Netherlands is a key growth market for us. Our primary focus is on continuing to offer low prices, a wide product selection, and faster and easier delivery options to our Dutch customers. This investment of more than €1.4B in the Netherlands reflects that commitment.”
“With these investments, we can serve our customers even better, improve our services, and simultaneously create opportunities for local businesses to grow and further support Dutch entrepreneurs with our technology and expertise.”
Capital utilisation
Amazon plans to expand and enhance its current operations in the Netherlands and abroad.
The company will use the funds to improve the experience for customers and entrepreneurs who sell through its platform. Investments will focus on technology and logistics to broaden product availability, reduce prices, and increase delivery efficiency.
Additionally, through Amazon Web Services (AWS), the company will continue to support Dutch entrepreneurs by providing tools to boost productivity, drive innovation, and use AI and cloud-based data solutions to grow their businesses.
Eva Faict says, “This investment will significantly benefit Dutch SMEs selling through Amazon.nl. More than 60 per cent of all products sold on Amazon.nl now come from our selling partners, and we’re seeing more and more Dutch entrepreneurs successfully grow their businesses and reach customers in the Netherlands and worldwide.”
“We not only offer entrepreneurs a sales channel but also support them with logistics solutions, marketing tools, and export opportunities.”
Amazon’s growth in the Netherlands
Amazon claims to be a driving force helping Dutch small and medium-sized enterprises (SMEs) grow beyond national borders.
Over 4,500 SMEs from the Netherlands sell products through Amazon. Nearly nine out of ten of these sellers reach buyers in 170 countries. Within Europe, many Dutch sellers use Amazon to trade with other EU member states.
The main export markets for Dutch businesses on Amazon include Germany, France, the United States, the United Kingdom, and Italy.
Currently, Amazon employs more than 1,000 people in the Netherlands, spanning its offices in Amsterdam and The Hague, as well as its sorting centre in Rozenburg.
Independent research by macroeconomic consultancy Keystone Strategy estimates that by 2024 alone, Amazon’s investments will support more than 2,000 indirect jobs and 900 induced jobs in construction, logistics, and professional services.
Keystone estimates that Amazon’s investments will contribute more than €200M to Dutch GDP in 2024, with a cumulative contribution of more than €1B since 2013.
Bol.com holds top spot
According to ECDB, Utrecht-based Bol.com remains the largest online retailer in the Netherlands, with a gross merchandise value (GMV) of €5.17B in 2024, maintaining its top position since 2016.
However, competition is increasing as Amazon.nl secured second place with €3.70B in GMV. Amazon, though growing, is investing heavily to strengthen its position, support local entrepreneurs, and expand its reach.
ECDB also reports that the Netherlands and Belgium continue to be the only Western European countries where Amazon is not the market leader, with local players maintaining dominance.
Bol.com, founded in 1999, is an online retailer in the Netherlands and Belgium. Twenty-five years later, it serves 13.7 million active customers, offering 48 million products through 46,500 partner sellers on its platform.
