The Netherlands recently became part of the Amazon FBA Pan-EU program. This sounds like a real relief for EU-wide shipping – but there are some hidden pitfalls.
Daniel Michael, Dominic Nelle and Toni Lummert attended the “Seller & Integrator Summit” in Luxembourg and brought back important first-hand information. Today we are sharing these insights with the countX and JTL community – so that you can really exploit the potential of this innovation.
What has changed - and what retailers need to know now
Amazon has officially included the Dutch marketplace (Amazon.nl) in the Pan-EU program. However, this does not mean that there is an Amazon warehouse in the Netherlands. On the contrary: orders from the Netherlands will continue to be shipped from other European FBA warehouses.
Nevertheless, retailers can benefit from local shipping fees – provided the conditions are right.
Why is the Netherlands so interesting for Amazon sellers?
The newly launched marketplaces in the Netherlands, Poland, Sweden, Belgium and Ireland will have a total sales volume of around € 93 billion in 2025. The Netherlands is the largest marketplace and has already grown from € 29.8 billion (2023) to € 37.9 billion (2025). The volume is set to rise to € 51.4 billion by 2029.
The Netherlands is also the third strongest country in the European Union in terms of GDP per capita at € 48,900, well above the EU average of € 33,600. It accounts for 6.3% of the EU’s total GDP.
Amazon plans to significantly expand its market presence in the Netherlands and position itself more strongly against its current leading competitor Bol.com. To achieve this goal, Amazon NL has become part of the PANEU program.
As a result, participants in this program in the Netherlands can save up to 53% on shipping costs and increase their sales figures by up to 30%. Amazon is thus creating a clear incentive for sellers to become active on the Dutch marketplace and benefit from the growing potential of this eCommerce market.
The central point: The correct ASIN (Amazon) listing on Amazon.nl
One of the most important learnings from Luxembourg: Only products correctly listed on Amazon.nl are considered for local shipping fees and are considered part of the PAN EU program.
If an ASIN (Amazon) is missing or the data is incorrect or not fully stored on the NL marketplace, Amazon resorts to the EFN model – i.e. cross-border shipping with higher fees. These additional costs can amount to several euros per order, which quickly negates the economic advantages of the Pan-EU program.
Concrete effects in practice
A retailer with warehousing in Germany and Poland notices that his orders are suddenly more expensive for customers in the Netherlands. After analysis, it turns out that the ASINs were not active on Amazon.nl. Result: EFN shipping instead of Pan-EU – and unnecessarily high shipping costs.
What you should do now
To avoid unnecessary costs, you should note the following points:
1. check ASINs on Amazon.nl
Ensure that your products are correctly, actively and completely listed on Amazon.nl – including all required attributes and images. Ideally, use central multichannel systems to avoid duplications or gaps.
2. activate stock placement
Even if there is no FBA warehouse in the Netherlands, you must activate the warehouse placement for this country in order to benefit from local shipping fees. You can find the setting in Seller Central under Shipping settings.
IMPORTANT: A common misunderstanding among sellers currently concerns the supposed warehouse activation in the Netherlands in connection with Amazon FBA. Contrary to many assumptions – and despite communication to the contrary – Amazon does not currently operate an FBA warehouse in the Netherlands.
Nevertheless, many sellers hastily register a Dutch VAT ID on the assumption that this is required for selling via Amazon. In fact, there is no local VAT liability in the Netherlands via Amazon FBA, as the goods are shipped from logistics centers in countries such as Germany, Poland or France. A Dutch VAT ID is only necessary if you sell via Bol.com, for example, or actually carry out tax-relevant operations in the country.
3. analyze shipping costs
A regular check of your shipping costs in the individual destination countries can reveal whether Amazon is applying EFN or Pan-EU. Unexpected increases are a warning signal for incorrect listings or incorrect settings.
4. automate processes
Manual maintenance of listings and stock allocations is prone to errors. Automated systems help to keep data up to date and correct – especially with multiple marketplaces.
Conclusion: The Netherlands in the Pan-EU program - an opportunity with conditions
The fact that the Netherlands is part of the Pan-EU program is a useful expansion for pan-European eCommerce. However, without a local Amazon warehouse, proper technical implementation is all the more important.
… are crucial in order to actually benefit from the advantages – otherwise you will pay for it, even though you have theoretically done everything right.
Are you unsure whether your settings are correct or do you have questions about implementation?
Then get in touch with us – we at countX will provide you with independent and practical advice on the intricacies of the Pan-EU program in conjunction with Amazon & JTL.
