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Amazon is rolling out strategic referral fee reductions across five major European marketplaces beginning December 15, 2025, with additional cuts planned throughout 2026. According to the analysis from Amazon Growth Lab, the adjustments reflect Amazon’s effort to remain competitive in Europe’s rapidly evolving ecommerce landscape, where low-cost, high-volume platforms have been expanding aggressively.
The most significant reductions focus on fashion and apparel, one of the most price-sensitive categories in EU ecommerce.
Summary of fee changes
Effective December 15, 2025 — Apparel & accessories
- Items under €15 / £15: referral fee dropping from 17% → 7%
- Items between €15–€20: referral fee dropping from 15% → 10%
Effective February 1, 2026 — Home category
Selected home products will see category-specific fee reductions as part of Amazon’s broader cost competitiveness strategy.
These are structural changes, not promotional discounts, underscoring Amazon’s long-term focus on strengthening its EU marketplace position.
Impact analysis for sellers
Risks
Margin compression remains possible
Even with lower fees, increased competition may trigger more aggressive pricing in fashion and home categories.
Higher operational investment
Fee reductions may encourage sellers to boost:
- Advertising budgets
- Seasonal promotions
- Inventory levels
Category limitations
Only apparel, accessories, and selected home products benefit from the new structure. Other verticals such as electronics, jewelry, and luxury items see no immediate changes.
Opportunities
Immediate cost savings
Sellers gain instant improvement in SKU-level profitability without adjusting list prices.
Budget reallocation potential
Savings from referral fees can be reinvested into:
- Sponsored Ads
- New product launches
- Higher inventory turnover strategies
Market share acceleration
Early movers who adjust pricing and campaigns can capture visibility before competitors optimize for the new structure.
Recommended next steps for sellers
-
Audit your EU catalog
Identify all SKUs in apparel, accessories, and home categories to calculate margin improvements.
-
Model pricing strategies
Decide whether to:
- Maintain pricing and keep the margin uplift, or
- Reduce prices strategically to improve competitiveness and rank.
-
Plan targeted promotional campaigns
Leverage lower costs for December–January, when consumer activity is strong.
-
Review eligibility requirements
Verify that products fit the updated fee tiers; certain premium items may be excluded.
-
Monitor competitive behavior
Track pricing moves, bestseller shifts, and ad intensity to avoid unnecessary price wars.
Amazon’s updated EU referral fee structure signals a long-term recalibration of marketplace economics. Sellers who act early by auditing SKUs, reshaping pricing, and planning targeted campaigns stand to gain meaningful advantages. With further adjustments expected into 2026, proactive catalogue and cost optimisation will be essential to maintaining momentum in Europe’s evolving ecommerce landscape.
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