Amazon Comparison
Amazon.de vs. Amazon.nl – Which Marketplace Is Worth It?
Overview
Amazon.de and Amazon.nl are two fundamentally different marketplaces within the EU, each offering unique opportunities and challenges. Amazon.de is by far the largest European Amazon marketplace with an estimated Gross Merchandise Volume exceeding 40 billion euros, established since 1998. Amazon.nl, on the other hand, was only launched as a full marketplace in 2020 and is still in a dynamic growth phase with a GMV of around 2 billion euros. For brands and sellers looking to expand into the EU, the key question is: which marketplace to focus on – or does a multi-marketplace strategy make sense? Both markets offer relatively easy onboarding through the European FBA network, but the differences in competition, advertising costs, and customer expectations are substantial.
Amazon.de (Germany)
Amazon.de is the largest Amazon marketplace in Europe and the second-largest globally after the US. Active since 1998, it offers access to over 80 million potential customers in Germany, Austria, and German-speaking Switzerland. The marketplace features a mature FBA infrastructure with numerous fulfillment centers across Germany and is the primary entry point into Europe for most EU sellers.
Pros
- +Massive market size: With over 40 billion euros in GMV, Amazon.de offers by far the largest revenue potential of any European Amazon marketplace.
- +Mature FBA infrastructure: Dozens of fulfillment centers across Germany ensure fast delivery times and reliable processing, including Same-Day and Next-Day Delivery.
- +Established ecosystem: Comprehensive advertising options (Sponsored Products, Brands, Display, DSP), A+ Content, Brand Registry, and all advanced seller tools are available.
- +High purchasing power: German consumers are among the highest-spending in Europe with an average basket value significantly above the EU average.
- +Gateway to the DACH region: A single listing on Amazon.de automatically reaches buyers in Germany, Austria, and parts of Switzerland – a market with over 100 million inhabitants.
Cons
- -Extremely high competition: Hundreds of thousands of sellers compete for the same customers. Competition is very intense in most categories, making organic visibility difficult.
- -High advertising costs (CPC): Due to strong competition, average CPCs for Sponsored Products range from 0.60-1.50 EUR, significantly higher in some categories – which can heavily impact profitability.
- -Strict compliance requirements: Packaging law (VerpackG), electrical equipment law (ElektroG), WEEE, product safety, EPR – Germany has some of the strictest regulatory requirements in the EU.
- -Very high customer expectations: German buyers expect perfect listings in the German language, fast delivery, easy returns, and excellent customer service. The return rate is among the highest in Europe.
- -Price pressure from competition: The large number of sellers leads to aggressive price wars, especially for non-differentiated products, constantly putting margins under pressure.
Amazon.nl (Netherlands)
Amazon.nl was launched in 2020 as a full marketplace in the Netherlands and is one of the newest Amazon marketplaces in Europe. Despite its still relatively small size, the marketplace is growing dynamically and offers early movers the opportunity to establish themselves in a less competitive environment. Many German sellers are already active on Amazon.nl through the EU-wide FBA network.
Pros
- +Significantly less competition: In most categories there are significantly fewer sellers than on Amazon.de, enabling higher organic visibility and faster ranking success.
- +Lower advertising costs: CPCs on Amazon.nl are often 30-60% below Amazon.de levels, significantly improving ACOS and enabling more profitable campaigns.
- +Strong growth potential: As a young marketplace, Amazon.nl offers above-average growth rates. Early movers can secure market share before competition increases.
- +Easy onboarding via EU FBA: Sellers already using FBA on Amazon.de can list their products on Amazon.nl without additional inventory – the European logistics network (EFN or Pan-EU) makes it possible.
- +Tech-savvy population: The Netherlands has one of the highest e-commerce penetration rates in Europe. Dutch consumers are digitally native and open to new brands.
- +Less complex compliance: While EU-wide regulations apply, the Netherlands-specific additional requirements are less complex than Germany's special regulations like VerpackG or the Battery Ordinance.
Cons
- -Small market: With a GMV of around 2 billion euros, Amazon.nl is significantly smaller than Amazon.de. Revenue potential is accordingly limited in many categories.
- -Strong local competition: Bol.com, with over 50% market share, is the dominant online marketplace in the Netherlands. Amazon.nl has to compete against a deeply rooted local champion.
- -Dutch language required: For optimal conversion, listings need to be created in Dutch. Machine translations are insufficient – professional localization is necessary.
- -Limited advertising options: Not all advertising formats and targeting options available on Amazon.de are available on Amazon.nl. The selection of Sponsored Ads features is more limited.
- -Smaller Prime base: The number of Prime members in the Netherlands is significantly lower than in Germany, limiting the reach of Prime offers.
Comparison Table
| Criterion | Amazon.de (Germany) | Amazon.nl (Netherlands) |
|---|---|---|
| Market Size (GMV) | Over 40B EUR – largest EU marketplace and second-largest globally after the US. | Approx. 2B EUR – small but fast-growing marketplace with above-average growth rates. |
| Competition Level | Very high. Hundreds of thousands of active sellers compete for visibility and Buy Box in nearly every category. | Low to medium. Many niches are still underserved. Good chances for first movers in specialized categories. |
| Average CPC (Sponsored Products) | 0.60–1.50 EUR, up to 3.00 EUR or more in competitive categories. | 0.20–0.60 EUR – often 30-60% cheaper than Amazon.de, enabling significantly more profitable campaigns. |
| FBA Infrastructure | Dozens of fulfillment centers in Germany. Same-Day and Next-Day Delivery widely available. | Served through the European FBA network (EFN/Pan-EU). Fewer local fulfillment centers but reliable delivery. |
| Language Requirements | German – professional listings in flawless German are essential for good conversion rates. | Dutch – professional localization necessary. English listings work to some extent, but Dutch converts significantly better. |
| Growth Potential | Stable with moderate growth (5-10% p.a.). The market is mature, but its sheer size still offers enormous volume. | High growth potential (15-25% p.a.). Young marketplace in growth phase with increasing adoption among Dutch consumers. |
| Compliance & Regulation | Very strict: VerpackG, ElektroG, WEEE, Battery Ordinance, LUCID, EPR. Mandatory registrations before the first sale. | EU standard requirements apply. Fewer country-specific special regulations than Germany, but EPR obligations also exist. |
| Customer Base & Buying Behavior | Over 80M potential buyers. High purchasing power, but also high return rates and demanding service expectations. | Approx. 17M inhabitants. High e-commerce affinity, Bol.com is the established market leader, but Amazon is steadily gaining market share. |
Our Recommendation
For most brands and sellers, we recommend a clear prioritization: Amazon.de should be the primary marketplace, as the sheer volume and established infrastructure are hard to beat. However, sellers already active on Amazon.de should consider Amazon.nl as a strategic expansion. Thanks to the European FBA network, the effort for expansion is manageable, and lower advertising costs combined with less competition offer attractive margins. The optimal strategy for ambitious EU sellers: establish Amazon.de as your base first, then add Amazon.nl as a profitable secondary market. A partner like SPACEGOATS can help manage both marketplaces efficiently – from listing localization and compliance to PPC optimization.
Frequently Asked Questions
Can I sell on both marketplaces with a single Amazon seller account?
Yes, with a single European Amazon seller account you can sell on all EU marketplaces, including Amazon.de and Amazon.nl. However, you need to create separate listings for each marketplace and comply with respective language requirements and local compliance regulations.
Do I need separate inventory for Amazon.nl?
No, not necessarily. With the European Fulfillment Network (EFN), your FBA inventory stored in Germany can also be used for orders from the Netherlands. Alternatively, Pan-EU distributes your inventory across fulfillment centers in multiple countries, enabling faster delivery times in the Netherlands.
How strong is the competition from Bol.com in the Netherlands?
Bol.com is the clear market leader in Dutch e-commerce with over 50% market share. However, Amazon.nl is growing steadily and gaining ground particularly in categories like electronics, books, and household goods. Many Dutch consumers now use both platforms in parallel. For Amazon sellers, Bol.com is not a direct threat – it simply shows that the Dutch e-commerce market is very active and eager to buy.
Is it enough to translate my German listings into Dutch?
A simple translation is not sufficient. For the best possible conversion rates, listings need to be professionally localized – this includes not just the language, but also adapted keywords, local search terms, and culturally appropriate product descriptions. Dutch buyers immediately recognize machine translations, which weakens trust in the brand.
What compliance requirements apply specifically to Amazon.nl?
Amazon.nl is subject to general EU regulations such as CE marking, REACH, and the EU Product Safety Regulation. Additionally, sellers must fulfill Dutch EPR (Extended Producer Responsibility) obligations for packaging and register accordingly. Compared to Germany, the country-specific additional requirements are less complex. Tax-wise, you need a Dutch VAT ID or must use the OSS (One-Stop-Shop).
Is Amazon.nl worth it for small sellers with a limited budget?
Especially for smaller sellers, Amazon.nl can be a very attractive option. Lower CPCs mean you achieve visible results with less advertising budget. Less competition makes organic ranking building easier. If you already use FBA in Germany, the additional costs are minimal. However, you should remain realistic: the total volume is significantly smaller than on Amazon.de, and you need professional Dutch listings.