Amazon Italy

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.

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

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

• E-commerce marketplace
• Online retail
• Third-party marketplace
• Subscription services
• Cloud services

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

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

1. 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.
2. Marketplace Commissions: Third-party sellers pay referral fees and closing fees on transactions facilitated through the Amazon marketplace platform.
3. Prime Membership: Subscription service providing free shipping, Prime Video streaming, Prime Gaming, and other benefits. Drives customer loyalty and increases purchase frequency.
4. Advertising Services: Amazon Advertising provides sponsored product placements, display ads, and video ads to sellers and brands seeking to reach shoppers on the platform.
5. Fulfillment by Amazon (FBA): Storage, pick, pack, and shipping services charged to third-party sellers who use Amazon's logistics network.
6. Amazon Web Services (AWS): Cloud computing services including hosting, databases, and machine learning capabilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct 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

• Xtwitter.com/amazonit
• YouTubeyoutube.com/channel/UCV7mB8xQtffM催DQpR5oKQA
• Facebookfacebook.com/AmazonItaly
• LinkedInlinkedin.com/company/amazon-italia
• Instagraminstagram.com/amazon

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amazon Italy