Amazon in Italy - statistics & facts
Nothing more than the number of unique users of Amazon in Italy gives the idea of how big the e-commerce giant is in the country. In the first three months of 2023, 35.7 million people browsed the online marketplace – over half of Italy’s population . Amazon is the dominant online store, with online sales outranking other competitors.
Merchants selling on Amazon can count on its positive image among consumers. When having to rank Amazon’s broad product offering on a scale from one to ten, they gave a score of 7.3. They were happy with the product's convenience and low prices and therefore felt that Amazon contributed to higher purchasing power . Amazon’s convenience reaches its momentum during sale events like Prime Day or Black Friday. The 2023 edition of Black Friday brought a 77 percent increase in online sales – a remarkable result although behind other countries such as Germany and France with 203 and 133 percent growth, respectively.
2024 marks the end of Amazon’s dispute with Italian authorities that had started in 2020. Although the Italian law required big tech companies and any online service provider to provide detailed financial information about their activities, the European court declared these additional obligations invalid, showing once again that European regulations bypass national ones when it comes to digital services. Regardless of changing policies and regulations, no other domestic or cross-border players are likely to dethrone Amazon from the established position of leading e-commerce and marketplace in Italy.
Regardless of changing policies and regulations, no other domestic or cross-border players are likely to dethrone Amazon from the established position of leading online retailer and marketplace in Italy.
Benefits of selling on Amazon
Over one-third of all big Italian companies selling online opt for Amazon, as a sales partner, with competitor eBay being used as a platform by roughly 20 percent. In a country where marketplaces represent the core of the e-commerce market, this shows how relevant Amazon is for the entire online retail industry. The company’s dominance in the B2C market inspired the launch of Amazon’s B2B marketplace in 2018, after having expanded in other European markets.Merchants selling on Amazon can count on its positive image among consumers. When having to rank Amazon’s broad product offering on a scale from one to ten, they gave a score of 7.3. They were happy with the product's convenience and low prices and therefore felt that Amazon contributed to higher purchasing power . Amazon’s convenience reaches its momentum during sale events like Prime Day or Black Friday. The 2023 edition of Black Friday brought a 77 percent increase in online sales – a remarkable result although behind other countries such as Germany and France with 203 and 133 percent growth, respectively.
From e-commerce to logistics – and a dispute
Strictly connected with the group's e-commerce activities, the logistics business of Amazon is now one of the biggest couriers in the country. The group invested in delivery services since the expansion of the warehouse network has stabilized. In Italy, Amazon operates three affiliated undertakings entirely controlled by Amazon EU S.à r.l. - the European branch of the e-commerce giant. All three Italian businesses saw their net revenue grow between 2022 and 2023. Despite the stagnating economy and the wave of layoffs, the number of employees has also increased.2024 marks the end of Amazon’s dispute with Italian authorities that had started in 2020. Although the Italian law required big tech companies and any online service provider to provide detailed financial information about their activities, the European court declared these additional obligations invalid, showing once again that European regulations bypass national ones when it comes to digital services. Regardless of changing policies and regulations, no other domestic or cross-border players are likely to dethrone Amazon from the established position of leading e-commerce and marketplace in Italy.
Regardless of changing policies and regulations, no other domestic or cross-border players are likely to dethrone Amazon from the established position of leading online retailer and marketplace in Italy.
