This should please many Amazon sellers in the European Union: for a long time, Amazon has significantly reduced its fees for all European marketplaces. However, this also comes with smaller increases (which can be avoided tough).
The changes will be introduced step-by-step: December 15, 2025, January 5, 2026 (➚) and February 1, 2026 (➚) have been named as the relevant dates. The changes to the fee structure will be rolled out on these dates.
If you want to know exactly which fees are being adjusted, why this is relevant for you as a seller and what you can do now to benefit from this and avoid paying even more fees, then you’ve come to the right place.
Why are the fees changing?
There are two main reasons for the fee reduction. Amazon cites continuous innovation, which has enabled them to reduce their operating costs, as the main reason. This is now being passed over to Amazon sellers in the form of lower fees.
Amazon also mentioned that the fee reduction will be rolled out on European marketplaces in order to adapt the fee structure to global trends:
These reductions also align European fees with changes we have made in other countries, including in the U.S., as we continue to drive our costs to serve lower around the world.
On the other hand, Amazon is taking this step to ensure that they and their European sellers have a competitive advantage over marketplaces like SHEIN
or Temu. These marketplaces represent serious competition for Amazon.
With the fee reductions, Amazon wants to make the marketplace more attractive for European sellers and thus further expand its business. You can find a detailed article on this topic here at Yahoo Finance.
Which fees are changing?
These changes will apply from December 15, 2025
| Type of fee | Fee category | Customization | Stores / Countries |
|---|---|---|---|
| Fulfilment by Amazon (parcel fees) | All eligible parcel products | Average reduction of £0.26 / €0.32 per unit | United Kingdom, Germany, France, Italy, Spain |
| Referral fee | Clothing & accessories (price ≤ £15 / €15) | Reduction from 8% to 5% | All European stores |
| Referral fee | Clothing & Accessories (price from £15-£20 / €15-€20) | Reduction from 15% to 10% | All European stores |
These changes will apply from January 05, 2026
| Type of fee | Fee category | Customization | Stores / Countries |
|---|---|---|---|
| Referral fee | Home products (≤ £20 / €20) | Reduction from 15% to 8% | All European stores |
| Referral fee | Pet clothing and pet food (≤ £10 / €10) | Reduction from 15% to 5% | All European stores |
| Referral fee | Food & Gourmet and Vitamins, Minerals & Supplements (≤ £10 / €10) | Reduction from 8% to 5% | All European stores |
| Fulfilment by Amazon (Low-price FBA rates) | Most categories (≤ £20 / €20) | Ø reduction of £0.40 / €0.45 per unit | All European stores |
| Promotion fees | Best Deals & Lightning Deals | Reduction of the upper limits for variable fees | UK (£200), DE (€300), FR / IT / ES (€100) |
These changes will apply from February 01, 2026
| Type of fee | Affected fees | Effect on | Stores / Countries |
|---|---|---|---|
| Increase: Other fees | Monthly storage fees, returns, liquidations | Ø +£0.02 / €0.02 per unit sold | All European stores |
| Increase: Fulfilment by Amazon | Storage, returns, liquidations, selected FBA fees | Ø +£0.02 / €0.02 per unit sold | NL, SE, BE, IE, PL |
What does this mean for sellers in the European Union?
Higher margins and more flexibility
Probably the best thing about the adjustment is that the profit margins will increase and sellers will have more flexibility when calculating prices.
More advertising budget available
This also means that sellers have more budget available to advertise their products on Amazon or other platforms. Of course, you need to consider that sellers who sell products in the clothing, home, pet and food categories will benefit more.
Fulfillment by Amazon becomes more attractive
Another effect could be that some sellers will opt for Fulfillment by Amazon for certain products – especially for items for which FBA was not worth it before the adjustment and FBM was used.
Rising storage costs require better planning
On the other hand, Amazon sellers must also be careful not to keep too many products in stock, as the increases for storage fees could increase costs for sellers.
What sellers should do now
Recalculate margins and derive options
What sellers should definitely do now is to calculate the new profit margins for their products. Based on this, sellers then have two options:
- Sellers can lower their prices to become more attractive to customers and win new ones. Here it’s important to track competitors’ prices so as not to offer more expensive products and lose sales
- Sellers can invest more money in Amazon PPC and win more customers or launch new products faster
Check qualification for better FBA rates
Sellers should also check the availability of a product for low-price FBA rates. Some products might be available for lower FBA fees.
Optimize stock levels to avoid costs
Another important aspect is to check the current inventory in the Amazon Fulfillment Center. Too much inventory can lead to higher costs after the fee adjustments. It is important to optimize your inventory to avoid paying more!
Diversify product portfolio in the long term
In the long term, it certainly makes sense to diversify your product portfolio. The fee adjustments have the greatest impact on the clothing, home, pet and food categories.
If you sell products at the edge of these categories and are constantly working to expand your portfolio, then you should take the fee adjustments into account with your next strategic move.
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Conclusion
The 2026 fee reductions are Amazon’s response to growing competition and a huge opportunity for EU sellers. A significantly higher margin now beckons, especially in the low-price sector.
Those who quickly recalculate their prices now, optimize their stock and invest the flexibility in growth will secure a market advantage in 2026.
