Amazon changes Pan-EU FBA rules for sellers in the Netherlands

Amazon is widening the marketplace listing requirements for sellers using its Pan-European FBA programme. From today, 3 September, sellers must have their Pan-EU FBA products available on Amazon’s Dutch marketplace if they want to continue using the service.

A similar requirement is planned for Belgium from February 2027. The changes will gradually increase the range of international products available to shoppers on Amazon’s marketplaces in the Netherlands and Belgium.

Netherlands becomes mandatory for all Pan-EU products

Pan-European FBA allows third-party sellers to have Amazon handle storage, fulfilment and delivery of their orders across Europe.

Until now, sellers using the programme have generally been required to list their products in Germany, France, Italy and Spain. Amazon also introduced a requirement for newly added products to be offered on Amazon.nl from mid-2025.

That rule is now being extended.

As of 3 September, both new and existing Pan-EU FBA products must have an active offer on Amazon.nl for sellers to remain eligible for the programme.

Belgium requirement coming in February

Amazon is also preparing to introduce a similar rule for Belgium.

From 26 February 2027, sellers enrolling products in Pan-European FBA will need to have an active offer for those products on Amazon.com.be.

The Belgian requirement currently appears to differ from the Dutch rule. Amazon specifically refers to having an active Belgian offer when a product is enrolled in Pan-EU FBA, rather than stating that every existing product must immediately be listed there.

More customers, according to Amazon

Amazon says the expansion could benefit international sellers by giving them access to more shoppers in both markets.

The company also highlights potential savings on fulfilment costs for sellers using Pan-EU FBA in the Netherlands and Belgium.

Importantly, sellers are not necessarily required to create new product detail pages themselves. Products that do not yet have a detail page on Amazon.nl or Amazon.com.be are among the exceptions to the new listing requirements.

Amazon continues to expand in the Benelux

Amazon launched its dedicated Dutch marketplace in March 2020, while its Belgian marketplace followed in October 2022.

In both countries, Amazon remains behind local ecommerce leader Bol in terms of online retail market position. The US company has nevertheless been investing heavily in the region as it attempts to gain ground.

Bol is also looking beyond its traditional domestic seller base. The Dutch-Belgian marketplace has been actively attracting international merchants to broaden its product selection, including sellers based outside the European Union.

The result is an increasingly competitive ecommerce market in the Netherlands and Belgium, with both major platforms looking to expand the range of products available to local consumers.