Want to launch your brand in Europe with Amazon Ads? Start by looking at this map. DHL asked 1,000 online shoppers per country which marketplace they use. The result: across 15 European countries, Amazon is shoppers' first choice in only 8. In the Netherlands, it's Bol. In Poland, Allegro. In Portugal, Temu. Here's how to read this map before you put a single euro of ads into a new country.
The numbers, straight up
The study: 29,000 online shoppers and 5,800 businesses, surveyed between December 2025 and February 2026.
The percentage: the share of the country's shoppers who use the marketplace named. Not a market share in euros.
France: 85% of shoppers use Amazon, and 88% of businesses sell there. The market is mature, and fiercely contested.
Foreign pressure: according to DHL, nearly 43% of sellers worldwide target France and Germany.
Zone 1: Amazon territory
Italy (92%), Spain (89%), Austria (88%), United Kingdom (87%), Germany (86%), France (85%). Here, Amazon is the unavoidable route. Your Amazon ads reach the vast majority of online shoppers.
What we do: Amazon Ads as the country's pillar. But careful, everyone knows it: competition is at its peak. These are the countries where managing bids and keywords makes the difference, not just being there.
Zone 2: Amazon ahead, but not everywhere
Belgium (64%) and Sweden (49%). Amazon is still the most used marketplace, but a good share of shoppers don't go there. In Belgium, 91% of businesses sell on Amazon for only 64% of shoppers: lots of sellers for a smaller audience.
What we do: a capped test budget, country-specific goals, and never France's expectations copied as is.
Zone 3: another player takes the lead
Netherlands (Bol, 92%), Poland (Allegro, 89%), Turkey (Trendyol, 89%), Czech Republic (Alza, 67%), Portugal (Temu, 66%), Denmark (Matas, 61%), Switzerland (Digitec Galaxus, 60%).
The trap: in Switzerland, Denmark and Portugal, most businesses still sell on Amazon (82%, 78% and 71%). The sellers are there. The shoppers, far less so.
What we do: Amazon as a complementary channel, with a discovery budget. If the country is strategic for you, the question becomes: should you go on the local platform?
The habit to keep: compare before you copy
The classic mistake is duplicating your French campaigns in a new country, with the same bids and the same expectations. The DHL map shows why that doesn't work: the same budget doesn't buy the same audience everywhere. Before launching, compare three things: Amazon's position in the country, the real search volume on your keywords, and your price against the local platforms.
Checklist
Sort each target country into zone 1, 2 or 3.
In zone 1: launch with a solid bidding plan, competition is strong.
In zone 2: cap the test budget and set a country-specific goal.
In zone 3: keep Amazon as a complement and look into the local marketplace.
Everywhere: track TACoS country by country, never as a European average.
Europe isn't a single Amazon market. Read the map before you put your budget in.
Want us to sort your countries and build your European ad plan? Talk to the Kroogads team.