Amazon has announced major fee reductions for sellers in Europe as it faces increasing competition from ultra-cheap marketplaces like Shein and Temu.
Key Fee Reductions
Effective December 15:
- Clothing & Accessories
- Items up to €15/£15: referral fee cut from 7% → 5%
- Items €15–20/£15–20: referral fee cut from 15% → 10%
Effective February 1:
- Home products under €20/£20: fee cut from 15% → 8%
- Fee reductions also coming for:
- Pet clothing
- Grocery items
- Vitamins
Fulfillment Fees
- Starting December 15, Amazon will reduce Fulfillment by Amazon (FBA) parcel fees by:
- €0.32 in EU countries (Germany, France, Italy, Spain)
- £0.26 in the UK
Why Amazon is Cutting Fees
- Shein and Temu have aggressively expanded in Europe with ultra-low prices and low seller commissions.
- Shein currently charges:
- 10% referral fee in the EU
- 12.24% in the UK
- 0% for new sellers for the first 30 days
- Amazon says the reductions are possible due to operational improvements and that it is “passing savings” to sellers.
Market Context
- Amazon remains the top e-commerce platform in major European markets like Germany and France.
- Europe’s online retail market is expected to grow 7% to reach €900 billion this year.
