Amazon invests over €40 billion in Europe, creates jobs and calls for simpler regulation
In 2025, Amazon made its largest annual investment in the EU, over €40 billion, supporting more than one million jobs. The company advocates for a harmonized regulatory environment to foster growth and innovation.
Record investment
Amazon invested more than €40 billion in the European Union in 2025, its biggest annual commitment ever. This investment supports over one million jobs across the EU, including 150,000 Amazon employees in 21 member states. Another 350,000 positions come from more than 100,000 European small businesses and entrepreneurs selling on Amazon's platform.
The company highlights individual success stories: a family-run olive oil producer from Puglia, Italy, now ships across borders, and a craft candle maker in the Scottish Highlands reaches customers in Berlin.
AI innovation
Amazon is developing artificial intelligence tools to personalize search, predict demand, and flag suspicious seller behavior in real time. For example, the Rufus shopping assistant lets customers describe products in natural language. AI also helps small businesses in Łódź or Lyon write product listings and manage inventory. Later this year, Amazon will launch "Add to Delivery," allowing Prime members to add items to an upcoming shipment in two clicks at no extra cost.
Amazon believes EU regulations will determine whether AI deployment in Europe accelerates or stalls and urges policymakers to treat industry as a partner, not just a subject.
Trust and safety
Since 2020, Amazon's Counterfeit Crimes Unit has pursued more than 24,000 bad actors. Proactive controls block over 99% of suspected counterfeit listings before customers see them. In 2024, Amazon reported over 1.5 million abusive posts and accounts used to coordinate fake reviews. The company co-founded the Coalition for Trusted Reviews with Booking.com and Tripadvisor.
Last year, Amazon took down over 55,000 phishing websites and 12,000 phone numbers. The company is a founding signatory of the EU Product Safety Pledge and the Consumer Rights Pledge.
Call for simpler rules
Amazon calls on the European Commission to develop a new enforcement vision that is technology-neutral and based on public-private data sharing. It also seeks regulatory coherence and clear rules on responsibilities along the product value chain. The company warns that voluntary commitments alone cannot solve structural problems, as enforcement capacity varies widely among EU countries.
