Amazon recorded revenues of about $638 billion in 2024, marking an 11% increase compared to the previous year.
The platform is generalist, covering both end-consumer and business-oriented products.
Sategories
For B2C, the most popular categories are:
- Home and Kitchen
- Beauty and Personal Care
- Clothing, Shoes and Jewelry
- Toys and Games
- Electronics
- Sports and Outdoor Activities
- Health and Baby Products
For B2B, demand is concentrated in:
- Office Supplies
- Industrial Equipment
- Technological Solutions
- School Supplies
- Industrial Tools
- Technology Products
Amazon also enforces restrictions on specific product categories to ensure compliance and safety. Prohibited or restricted products include alcohol, tobacco, firearms, explosives, prescription drugs, counterfeit goods, controversial or offensive items, and certain regulated categories such as jewelry, hazardous electronics, cosmetics and food products that do not meet safety standards. In some cases, additional documentation or certifications are required before listing restricted items.
Markets
Amazon is present with 22 Marketplaces worldwide:
- North America: United States (amazon.com), Canada (amazon.ca), Mexico (amazon.com.mx)
- Europe: United Kingdom (amazon.co.uk), France (amazon.fr), Germany (amazon.de), Italy (amazon.it), Spain (amazon.es), Netherlands (amazon.nl), Sweden (amazon.se), Poland (amazon.pl), Belgium (amazon.com.be)
- Asia & Middle East: Japan (amazon.jp), India (amazon.in), China (amazon.cn), Turkey (amazon.com.tr), Singapore (amazon.com.sg), Saudi Arabia (amazon.sa), UAE (amazon.ae)
- Oceania: Australia (amazon.com.au)
- South America: Brazil (amazon.com.br)
- Africa: Egypt (amazon.eg)
With a single European account, sellers can reach all customers across the continent through the five European Marketplaces (UK, France, Germany, Italy, Spain). The same applies to the three North American Marketplaces (US, Canada, Mexico).
The main distinction between country-specific domains (like amazon.co.uk, amazon.fr) and amazon.com lies in localization: country domains are tailored to local markets, currencies, and customer preferences, while amazon.com primarily serves the US but also ships internationally without the same local customization.
Accessibility for Italian brands is straightforward.
To start selling, sellers need:
- A valid phone number
- A reloadable international credit card
- Residence in Italy (or another eligible country listed by Amazon)
- VAT number (for European Marketplaces)
For the US Marketplaces, sellers must also provide tax information through an online interview to determine whether to file form W-9 (US taxpayer) or W-8BEN (non-US taxpayer). Additional documents may be required, such as a passport scan, ID card, or bank statement.
China and India require a local legal entity. In India, for example, companies must provide business details, PAN and GST codes for local taxation. In China, only invited sellers can join Amazon.cn.
Payment Systems
Payment methods available include:
- Amazon Pay (accepts credit cards, debit cards, and other supported methods)
- Major credit/debit cards (Visa, Mastercard, American Express, Discover, Diners Club, JCB)
- PayPal (in selected markets)
- Cash on delivery (where available)
- Instant payment solutions such as Payability, SellersFi, Viably (for faster access to seller revenues)
Seller accounts are divided into:
- Individual Account: no monthly fee, $0.99 fee per item sold, suitable for fewer than 40 sales/month, limited features.
- Professional Account: $39.99/month, no per-item fee, advanced tools, more product categories, recommended for higher sales volumes.
- Vendor Central: invite-only, Amazon buys products wholesale from the seller and manages inventory and pricing. Vendors have less control but benefit from additional marketing tools like Amazon Vine and A+ content.
Commissions
Amazon charges a sales commission that varies between 3% and 20% depending on the product category.
Logistics
Logistics services are a major advantage for sellers:
- Fulfillment by Amazon (FBA): Amazon stores, packs, ships products, and manages returns and customer service.
- Multi-Channel Fulfillment (MCF): uses Amazon’s network to fulfill orders from other sales channels.
- Amazon Warehousing and Distribution (AWD): low-cost bulk storage, real-time inventory management, automated replenishment.
- Supply Chain by Amazon: a complete suite of third-party logistics solutions including Amazon Global Logistics and Partner Carrier Programs.
Advertising and Visibility
Marketing services include:
- Amazon Advertising (Sponsored Products, Sponsored Brands, Sponsored Display)
- Amazon DSP (Demand-Side Platform for programmatic ads on and off Amazon, usually for larger budgets)
- Amazon Stores (custom storefronts for registered brands)
- Amazon Attribution (measures the impact of external ad campaigns)
- Amazon Live (live streaming with shoppable content)
Amazon Business Features and Made in Italy Section
For B2B, Amazon Business provides companies with features like VAT invoicing, net-of-tax pricing, bulk discounts, multi-user accounts, spending limits, and analytics dashboards. Sellers can also offer B2B-specific discounts and deals.
Amazon also features a Made in Italy section, highlighting products crafted in Italy in four categories: Gourmet (food & wine), Fashion, Design, and Handmade. To qualify, products must be entirely made in Italy or undergo their last substantial transformation in Italy, in compliance with “Made in Italy” legal requirements.
Customer and Seller Support
Seller support is available through multiple channels:
- Seller Messaging Assistant: chatbot for common issues.
- Contact Form: available on Seller Central.
- Seller Support Team: dedicated assistance for professional sellers.
- Community Forums: where sellers can exchange advice and access Amazon representatives.
For customers, Amazon Italy no longer offers a direct phone line, but assistance is available via callback requests, email, or live chat through the customer’s personal account area.
The trademarks and logos of the marketplaces featured on this website are the property of their respective owners; their use is for identification purposes only and does not imply any sponsorship, endorsement, or placement by them. Some of the content has been developed with the support of artificial intelligence tools and reputable sources (including the Digital Export Observatory – Politecnico di Milano) and has undergone human review and validation to ensure the highest possible level of accuracy and reliability.