Amazon sees slight decline in European Union user base according to latest Digital Services Act transparency reporting
Amazon has recorded a marginal contraction in its European Union reach, according to the most recent data submitted to the European Commission under the Digital Services Act (DSA). In the first half of the current year, the e-commerce giant reported an average of 193.9 million monthly active recipients (AMARs) across the bloc. This figure represents a slight retreat from the 195.2 million reported during the latter half of the previous year, signaling a stabilization period for the company’s massive digital footprint in the region.
The data, provided as part of mandatory compliance reporting, offers a granular look at how Amazon maintains its grip on the European retail landscape. While the term "active recipients" includes anyone who interacts with the service—not necessarily those who complete a purchase—the figures remain a vital metric for regulators monitoring the influence of Very Large Online Platforms (VLOPs). As Amazon continues to navigate a complex regulatory environment, these transparency reports serve as a barometer for both the company’s market penetration and its adherence to EU digital governance.
Understanding the Digital Services Act Context
The requirement for Amazon to disclose these specific user metrics stems from the European Union’s Digital Services Act, a landmark legislative package designed to regulate the digital economy, enhance consumer protection, and curb the systemic power of major tech corporations. Under Article 24 of the DSA, platforms designated as VLOPs are obligated to publish their average monthly active recipients at least every six months.
The intent behind this transparency is twofold: first, to provide the public and regulators with a clear understanding of the scale at which these companies operate; and second, to ensure that the obligations imposed on these platforms—such as risk management and algorithmic transparency—are proportional to their actual influence in the market. Since 2023, Amazon has been required to standardize these reports, allowing for a more accurate longitudinal analysis of how its services are evolving across the 27 member states.
Regional Performance: The Dominance of Germany
Amazon’s European strategy remains anchored by its performance in its largest market, Germany. With 52.8 million monthly active recipients in the first half of this year, Germany continues to function as the powerhouse of Amazon’s EU operations. Despite a slight decline of 1.7 percent in active users compared to the previous reporting period, the country remains light-years ahead of other major European economies.
Following Germany, the company’s reach is concentrated in France and Italy, which reported 38.8 million and 38.1 million active recipients, respectively. Spain trails these with 27.9 million. These figures reflect a broader trend of market maturity; in these established territories, Amazon is no longer in a phase of aggressive user acquisition, but rather one of retention and ecosystem expansion, focusing on increasing the frequency of purchases among existing Prime members.
The Dutch Exception: Growth Amidst Competition
A notable anomaly in the recent data is the Netherlands, which stands as the only major market in the core group to record positive growth. With 6.6 million monthly active recipients, Amazon saw its reach in the Dutch market climb by 4.0 percent in the first half of the year.
This growth is particularly significant given the competitive landscape of the Netherlands. Unlike in Germany or the UK, where Amazon has long been a dominant force, the Dutch market is characterized by the entrenched presence of Bol, the undisputed local market leader. Amazon’s expansion into the Netherlands has been relatively recent, and the company has been fighting an uphill battle to gain brand loyalty.
Industry analysts suggest that the recent uptick in reach is a direct result of Amazon’s aggressive capital injection. By committing 1.4 billion euros over a three-year period, Amazon is actively trying to close the gap with Bol. This investment covers infrastructure, logistical optimization, and marketing efforts aimed at incentivizing Dutch consumers to migrate from local platforms. Despite these efforts, data from the E-Commerce Database (ECDB) indicates that while Amazon’s sales grew by 2.7 percent last year, the gap between it and Bol has actually widened, underscoring the difficulty of displacing a deeply rooted local incumbent.
Shifting Tides: High-Growth Markets and Declines
While the core Western European markets exhibit stagnation or slight decline, a different narrative is playing out in the northern and southern periphery of the EU. Amazon’s reach experienced double-digit growth in Denmark (+18.4 percent), Sweden (+13.9 percent), and Ireland (+12.1 percent). These regions, often characterized by higher digital literacy and strong demand for cross-border e-commerce, represent the next frontier for Amazon’s European expansion.
Conversely, the most significant decline was recorded in Greece, where the number of monthly active recipients plummeted by 20.2 percent. Market analysts attribute this to the overwhelming dominance of Skroutz, the Greek e-commerce aggregator that has successfully fended off Amazon’s attempts to capture local market share. In markets where a local champion has already perfected the logistics and cultural nuances of the consumer base, Amazon faces a "moat" that is difficult to cross, regardless of its global brand power.
Implications for Future Strategy
The slight dip in total EU reach, from 195.2 million to 193.9 million, is unlikely to trigger an immediate alarm for Amazon’s executive leadership, yet it does raise questions about the long-term sustainability of user growth in a saturated market. The decline reflects a post-pandemic recalibration of consumer behavior, where the frantic shift to online shopping during lockdowns has given way to a more balanced omnichannel approach.
From a regulatory standpoint, these figures will be scrutinized by the European Commission to determine if Amazon’s market power is waning or if it is merely shifting its focus from raw user numbers to higher-margin services, such as AWS or advertising. For competitors, the data provides a tactical map of where Amazon is vulnerable. In countries like Greece and Italy, where reach is either declining or stagnant, local retailers may find opportunities to double down on their own logistics and localized service offerings.
Official Stance and Transparency Commitments
Amazon has consistently maintained that its focus remains on the "customer experience," emphasizing that transparency reports under the DSA are a key component of building trust with European regulators. In recent statements, the company has highlighted its ongoing investments in European infrastructure—including the construction of new fulfillment centers and the expansion of its renewable energy projects in the region—as evidence of its long-term commitment to the EU market.
The harmonization of reporting protocols, which was finalized last year, has allowed the European Commission to perform more consistent oversight. While the current reports show a slight contraction, Amazon’s ability to pivot its resources toward high-growth markets like Denmark shows a degree of agility. As the company continues to refine its logistics network and Prime membership offerings, the next set of transparency reports will be critical in determining whether the current stagnation is a temporary fluctuation or the start of a long-term trend of market maturation in Europe.
Conclusion: A Mature Market at a Crossroads
As Amazon maneuvers through the complexities of the European Union, the latest transparency data serves as a sobering reminder that even the world’s largest e-commerce entity is subject to the limitations of market saturation and local competition. The slight decrease in monthly active recipients is not a sign of failure, but rather an indicator of a transition phase.
The company is moving away from the "growth at all costs" era and into a period of strategic consolidation. Whether in the battle for the Dutch market or the defensive stance taken in Greece, Amazon’s performance across the 27 member states will continue to be a focal point for economic observers. With the European Commission keeping a watchful eye on these figures, the coming years will reveal whether Amazon can leverage its massive infrastructure to reignite growth or if it must settle for maintaining its position as a primary, yet challenged, player in the European digital economy.
