Amazon Belgium has arrived!

On October 18, Amazon landed in Belgium. This is Amazon's tenth active market in Europe, bringing the total number of countries in which this large marketplace is present to 21.

The Belgium launch follows the Poland launch in March 2021, the Sweden launch in October 2020 and the Netherlands launch in March 2020. As with those earlier launches, virtually all of the sellers present at the Belgium launch are existing sellers from Amazon's other European marketplaces, primarily companies in China and Germany, the UK, Italy, France and Spain, rather than Belgium.

Amazon.com.be is available on desktop and mobile browsers, as well as on Amazon's mobile shopping app. Customers can try Prime by signing up for a free 30-day trial at Amazon.com.be/prime and gaining access to all sales offered by the Amazon Prime service. In addition, Belgian customers will be able to enjoy a shopping experience and customer service in their preferred language: French, Flemish or English.

Amazon launched this section with an emphasis on Belgian SMEs, as part of its commitment to connect customers with local businesses. It features approximately 100 sellers from Belgium. Amazon normally makes it impossible to find locally owned or manufactured brands. Now all of these local companies will be able to access the advantages of selling on Amazon as we explained earlier in this article. 

Amazon's ten European markets combined receive approximately 1.4 billion monthly web visits. That's nearly 60% of the size of Amazon's website in the U.S. However, the countries launched in the last few years (Poland, the Netherlands and Sweden) add up to a small portion of that (a small percentage). These are long-term bets, and Amazon probably made those moves because the infrastructure was already in place.

In recent years, Amazon has launched itself into smaller and smaller European markets. Thanks to the pan-European fulfillment networkAmazon has used its existing infrastructure on the continent to expand its presence in the old continent.  

Amazon could soon launch in Europe in Ireland, Norway or Austria, given their proximity to other active markets in the region. Because of this existing proximity between logistics centers and these regions, shoppers already use Amazon even in countries that Amazon has not yet officially launched. This was also the case in Belgium, where shoppers shopped on Amazon France. Therefore, the launch is not detrimental, but rather opens up a path to new destinations. 

Are you interested in expanding your business to other locations? Are you considering selling on Amazon Belgium? At Dendary we are constantly innovating and our international team is ready to provide support and service to all those brands that want to launch their products in this new market. 

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