Amazon Adds The Netherlands to Pan-European FBA
As of June 25, the Netherlands became the fifth mandatory market in Amazon’s Pan-European FBA program, joining Germany, France, Italy, and Spain. Sellers who want to stay enrolled will need to ensure their listings are active for the Netherlands or risk being automatically removed from the program.
From a functionality standpoint, the change is straightforward: no local warehouse operations mean there’s no immediate need for a Dutch VAT ID. Orders will continue to ship from Germany or France, and OSS (One-Stop Shop) registration is still sufficient for VAT compliance, for now.
What’s more nuanced is the strategic relevance.
Who This Matters For
For most multi-market, multi-channel corporates with complex distribution setups, the implications are limited. Many of these brands aren’t opted into full Pan-EU distribution to begin with, often due to internal market restrictions, exclusive partnerships, or broader portfolio strategy.
Still, this is a useful signal for brands watching Amazon’s continued push for simplified cross-border fulfillment in Europe. And for sellers with plug-and-play operations, particularly private label brands looking for incremental reach without building new local capabilities, this change could unlock new volume, assuming listings are localized and relevant for Dutch consumers.
Front Row’s Take
This update reinforces the importance of having a deliberate, market-by-market EU strategy, not just a blanket rollout.
Even in cases where Pan-EU isn’t a fit, the bigger takeaway remains: Amazon is still optimizing for frictionless expansion. The brands that succeed are the ones that expand with control, not just convenience.
Let’s talk if you’re planning cross-border growth and want to do it strategically.
