Amazon’s average monthly active users in the European Union slipped in the first half of 2026. The company’s data, filed with the European Commission, shows a decline to 193.9 million active recipients from 195.2 million in the second half of 2025. This shift comes despite ongoing investments in local markets, including a €1.4 billion commitment in the Netherlands.
Germany continues to anchor Amazon’s European presence, with its user base falling by 1.7% to 52.8 million monthly active recipients. France saw a steeper drop of 4.0% to 38.8 million, while Italy’s decline was marginal at 0.1%, bringing its total to 38.1 million. Spain’s user base shrank by 1% to 27.9 million. The Netherlands stands out as the only major market with growth, adding 4% to reach 6.6 million monthly users. The country also hosts Amazon’s newest dedicated storefront, though its sales growth of 2.7% in 2025 trailed behind local leader Bol.com.
Read Also: Temu Tops Online Retail in Four Countries
Among smaller EU markets, Denmark led gains with an 18.4% increase, followed by Sweden (13.9%) and Ireland (12.1%). Greece, however, suffered the sharpest contraction at 20.2%, where Skroutz maintains dominance.
