Amazon Italy
Amazon Italy operates Amazon.it, the Italian e-commerce marketplace serving Italian consumers and third-party sellers with a broad product catalog, Prime membership, Fulfillment by Amazon, advertising, and Alexa integration. It is the Italian branch of Amazon EU SARL.
- Company typePublic
- Founded1994
- HeadquartersMilan, Italy
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Amazon Italy does
Amazon Italy operates Amazon.it, the Italian arm of Amazon.com Inc.'s (NASDAQ: AMZN) e-commerce marketplace, structured as the Italian Branch of Amazon EU SARL with corporate headquarters in Luxembourg and a regional office in Milan (Viale Monte Grappa 3/5). The platform serves Italian consumers with a broad product catalog spanning electronics, books, fashion, groceries, home goods, video games, DVDs, and entertainment, alongside enabling third-party sellers to list and sell products through Seller Central under both Fulfillment by Amazon (FBA) and seller-fulfilled models.
The technology stack includes the Amazon e-commerce platform, marketplace infrastructure, the Prime subscription service bundling free expedited shipping with Prime Video streaming, Alexa voice services, and the Amazon Advertising technology platform. Proprietary features include 1-Click ordering, personalized recommendations, and Prime Video content. The platform supports multiple payment methods including credit cards, PayPal, Amazon Pay, and gift cards, with VAT-inclusive pricing. Distribution channels span the Amazon.it website, iOS/Android mobile applications, Alexa-enabled devices, and the Amazon Business B2B platform for organizational buyers.
Amazon Italy generates revenue across multiple streams: first-party retail product sales, marketplace commissions (referral fees typically 6-15% by category plus closing fees), Prime membership subscriptions, advertising services, FBA fulfillment fees charged to third-party sellers, and contribution from AWS cloud services. The business serves two primary customer segments: individual Italian consumers seeking convenience and selection, and third-party sellers ranging from SMBs to large brands utilizing Amazon's fulfillment and advertising infrastructure. The entity does not report Italy-specific revenue as Amazon.com Inc. consolidates financials globally.
Amazon Italy firmographics
Firmographics- Name
- Amazon Italy
- Legal name
- Amazon Europe Core SARL
- Website
- https://amazon.it
- Company type
- Public
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Amazon Italy operates Amazon.it, the Italian e-commerce marketplace serving Italian consumers and third-party sellers with a broad product catalog, Prime membership, Fulfillment by Amazon, advertising, and Alexa integration. It is the Italian branch of Amazon EU SARL.
- Ownership category
- akta.pro rank
Amazon Italy industry classification
Industry- Product category
- E-commerce Marketplace
- NAICS
- Retail Trade (44-45), General Merchandise Retailers (455)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
- akta.pro secondary industries
- Parcel Shipping, Labeling & Rate Shopping Platforms (CRAFAMAF), Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)
Keywords
Where Amazon Italy is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
Amazon Italy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Infrastructure, Technology or R&D, Personnel, Marketing or Sales, Supply Chain
Revenue model
- Product Sales (First-Party): Direct retail sales of products to consumers where Amazon is the seller of record, capturing the full retail margin on transactions.
- Marketplace Commissions: Third-party sellers pay referral fees and closing fees on transactions facilitated through the Amazon marketplace platform.
- Prime Membership: Subscription service providing free shipping, Prime Video streaming, Prime Gaming, and other benefits. Drives customer loyalty and increases purchase frequency.
- Advertising Services: Amazon Advertising provides sponsored product placements, display ads, and video ads to sellers and brands seeking to reach shoppers on the platform.
- Fulfillment by Amazon (FBA): Storage, pick, pack, and shipping services charged to third-party sellers who use Amazon's logistics network.
- Amazon Web Services (AWS): Cloud computing services including hosting, databases, and machine learning capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Marketplace Transaction Fees |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
Amazon Italy product offering
Product offeringCore offering
Amazon Italy (Amazon.it) operates an e-commerce marketplace enabling first-party and third-party sellers to list and sell consumer products across categories including electronics, books, music, fashion, video games, DVDs, and groceries. The platform bundles complementary services including Prime subscription, Prime Video streaming, Amazon Pay, Fulfillment by Amazon logistics, Kindle Direct Publishing, Amazon Appstore, Amazon Advertising, and Amazon Web Services.
Product overview
Amazon Italy (Amazon.it) is a comprehensive e-commerce marketplace operating as part of the broader Amazon European ecosystem. The platform enables third-party sellers to list and sell products alongside Amazon's own offerings across electronics, books, music, fashion, video games, DVDs, and numerous other categories. The core platform is Amazon.it marketplace, which is supported by the Prime subscription program offering expedited delivery, Prime Video streaming, and exclusive benefits. Additional services include Alexa voice assistant for voice-controlled interactions, Amazon Pay for secure payment processing, and Fulfilment by Amazon (FBA) providing logistics services where Amazon handles storage, packing, and delivery for third-party sellers. Seller Central provides the merchant interface for managing marketplace operations, while Kindle Direct Publishing, Amazon Appstore, Amazon Advertising, and Amazon Web Services extend the platform into publishing, app distribution, advertising, and cloud computing respectively.
Differentiator
Problem solved
Functional benefit
Companies that use Amazon Italy
Customer profileSegments3 records
Ideal customer profiles3 records
Amazon Italy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Amazon Italy partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights6 records
Amazon Italy competitors and assessment
Company assessmentDirect peers
- Esselunga: Esselunga is one of Italy's largest grocery retailers with a leading online grocery platform and delivery service. It is a primary direct competitor in Italy's online grocery category, where Amazon Italy is also expanding.
- AliExpress: AliExpress is a global cross-border marketplace with a localized Italian site. It competes directly with Amazon Italy for value-conscious Italian shoppers and third-party sellers seeking international reach.
- Zalando: Zalando is a major European fashion and lifestyle e-commerce platform with a strong Italian presence (zalando.it). It competes directly with Amazon Italy in apparel, footwear, and beauty, and is a relevant benchmark for category-specific e-commerce.
- Carrefour Italia: Carrefour Italia is a leading grocery retailer in Italy with significant online grocery and home delivery operations. It is a direct competitor in the online grocery and essentials category where Amazon Italy is expanding.
- Unieuro: Unieuro is a major Italian electronics and appliance retailer operating online and through physical stores. It is a direct competitor to Amazon Italy in electronics and home appliances, with comparable delivery and category depth.
- MediaWorld: MediaWorld is Italy's largest consumer electronics specialty retailer with a strong online store. It competes head-to-head with Amazon Italy in electronics, one of Amazon's biggest categories in Italy.
- eBay (Italy): eBay.it is a leading online marketplace in Italy with a similar third-party seller model and consumer auction/fixed-price catalog. It directly competes with Amazon Italy for both buyers and sellers, making it the closest marketplace peer.
Broad incumbents
- Shopify: Shopify is the leading global commerce platform enabling merchants to build direct-to-consumer storefronts. It is comparable as an e-commerce infrastructure competitor and as a destination for third-party sellers considering alternatives to Amazon Italy's marketplace.
Regional players
- ePrice: ePrice is an Italian online retailer focused on consumer electronics, home appliances, and entertainment. It is a regional peer that competes with Amazon Italy in selected categories within Italy.
Emerging players
- Mirakl: Mirakl provides marketplace and dropship platform infrastructure used by retailers worldwide. It is comparable as an emerging e-commerce/marketplace infrastructure peer and as a potential alternative to Amazon Italy for retailers building their own third-party marketplaces.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
Amazon Italy social profiles
Digital presenceAmazon Italy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amazon Italy leadership team
Management profileNumber of profiles
Amazon Italy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amazon Italy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amazon Italy
What does Amazon Italy do?
Amazon Italy (Amazon.it) operates an e-commerce marketplace enabling first-party and third-party sellers to list and sell consumer products across categories including electronics, books, music, fashion, video games, DVDs, and groceries. The platform bundles complementary services including Prime subscription, Prime Video streaming, Amazon Pay, Fulfillment by Amazon logistics, Kindle Direct Publishing, Amazon Appstore, Amazon Advertising, and Amazon Web Services.
Is Amazon Italy a public or private company?
Amazon Italy is a public company. It is classified as corporate owned and is currently operating.
When was Amazon Italy founded?
Amazon Italy was founded in 1994. It employs 5,001 to 10,000 people.
Where is Amazon Italy based?
Amazon Italy is headquartered in Milan, Italy, in the Europe region.
How does Amazon Italy make money?
Six revenue lines are on record. Product Sales (First-Party) is the primary driver. The others are marketplace Commissions, prime Membership, advertising Services, fulfillment by Amazon (FBA) and amazon Web Services (AWS).
Who are Amazon Italy's main competitors?
Direct peers on record are Esselunga, AliExpress, Zalando, Carrefour Italia, Unieuro, MediaWorld and eBay (Italy). Shopify is listed as a broad incumbent. ePrice is listed as a regional player. Mirakl is listed as an emerging player.
Does Amazon Italy have an API?
No public API is recorded for Amazon Italy.
What industry is Amazon Italy in?
Amazon Italy's product category is E-commerce Marketplace. Its primary akta.pro industry code is BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure, with a secondary code of CRAFAMAF, Parcel Shipping, Labeling & Rate Shopping Platforms. Its NAICS code is 44-45 and its SIC code is 5961.