U.S. e-commerce and cloud computing giant Amazon has announced plans to invest more than €1.4 billion (about $1.63 billion) in the Netherlands between 2025 and 2027, marking its largest commitment in the country since launching operations there in 2020.
The move is part of Amazon’s broader strategy to deepen its footprint in the Benelux region and accelerate its European expansion amid growing competition and regulatory scrutiny.
According to the company, the new investment will cover both its retail operations and cloud arm, Amazon Web Services (AWS). It will fund logistics infrastructure, technology upgrades, renewable-energy projects, and artificial intelligence tools designed for businesses that sell on Amazon’s marketplace. The initiative is aimed at supporting thousands of small and medium-sized Dutch enterprises (SMEs) that use Amazon’s platform to reach international customers.
“The Netherlands is an important growth market for us,” said Eva Faict, Amazon’s country manager for Belgium and the Netherlands. “These investments will allow us to better serve our customers, improve our services, and create more opportunities for local entrepreneurs.”
Amazon currently employs around 1,000 people in the Netherlands across its offices in Amsterdam and The Hague, a sorting center in Rozenburg near Schiphol Airport, and a warehouse in Almelo. Since 2020, the company has gradually expanded its operations in the country, but its online sales still trail behind market leader Bol.com, the Ahold Delhaize-owned retail platform that dominates the local e-commerce market. Bol.com recorded approximately €3.1 billion in sales last year, compared to Amazon’s estimated €1 billion.
Although it is lagging behind in market share, Amazon is betting on long-term growth. The company said that more than 4,500 Dutch SMEs currently sell through Amazon.nl, with about 60 percent of the products on the platform coming from third-party sellers. Nearly 90 percent of these SMEs export their goods to other European markets — particularly Germany, France, Italy, and the U.K. — as well as to the United States, using Amazon’s global logistics and digital tools.
Independent research by consulting firm Keystone Strategy shows that Amazon’s Dutch operations supported more than 2,000 indirect jobs and 900 induced jobs across logistics, construction, and professional services in 2024. The same report estimated that Amazon contributed over €200 million to the Dutch GDP that year, and more than €1 billion cumulatively since it first established a presence in the country in 2013.
Faict told Dutch financial daily FD that part of the €1.4 billion investment will go into developing AI tools for entrepreneurs who sell their products on Amazon’s marketplace. The company plans to expand its cloud computing infrastructure through AWS, enabling local businesses to scale globally and leverage advanced technologies such as data analytics, automation, and machine learning.
Amazon’s press office said the new funding will also boost logistics capabilities, allowing for faster delivery, more local fulfillment centers, and a broader network of pickup points. The goal, according to Faict, is to make next-day or even same-day delivery available to more customers across the Netherlands.
The Netherlands’ strategic location — with its deep-water port in Rotterdam, highly digitalized economy, and skilled workforce — makes it a natural logistics and technology hub for Amazon’s operations in continental Europe. Amazon not only strengthens its European network but also aligns with a larger regional push toward digital and AI-driven growth by deepening its presence there.
This latest announcement comes just weeks after Amazon pledged $1.16 billion to expand its operations in neighboring Belgium. The Belgian investment will similarly focus on logistics and small-business support. Together, both moves underscore Amazon’s renewed commitment to the Benelux region, which has become a focal point of the company’s European expansion.
For the Netherlands, Amazon’s investment is expected to generate additional employment, support exports by local SMEs, and boost innovation in AI and cloud technologies. Economists say the spending could contribute to stronger GDP growth in the digital economy and deepen the country’s integration into global supply chains.
However, the investment represents more than an effort by Amazon to grow sales. It is seen as a calculated move to weave its e-commerce, logistics, and cloud infrastructure into the economic fabric of one of Europe’s most technologically advanced economies. The e-commerce giant aims to position itself not just as an online retailer, but as a key player in Europe’s digital transformation.
In effect, this investment reinforces the Netherlands’ status as a cornerstone of Amazon’s European operations and signals the company’s intent to deepen its influence across the continent’s digital economy.
Amazon’s Indian Exporters Hit $20 Billion Milestone Despite U.S. Tariffs
Amazon said on Monday that Indian sellers on its platform have surpassed $20 billion in cumulative exports, a significant milestone achieved ahead of schedule, even as many small exporters continue to grapple with the impact of new U.S. import tariffs imposed in August.
According to the company, nearly $7 billion worth of exports were recorded this year alone, driven by sustained demand for Indian-made products such as cosmetics, toys, furniture, and apparel. Amazon has now set a new target of $80 billion in exports by 2030, signaling confidence in the long-term growth of its cross-border e-commerce network.
The announcement comes amid growing trade tensions between New Delhi and Washington following the United States’ decision to double tariffs on select Indian goods to 50% in response to India’s continued purchase of discounted Russian oil. The new tariffs, which took effect on August 27, have squeezed small Indian exporters, particularly in sectors such as textiles, gems, jewelry, and seafood.
Amazon India executives say the broader export momentum remains strong despite the tariff.
“We focus on controllable inputs, not short-term trade headwinds,” said Srinidhi Kalvapudi, head of Amazon Global Selling India, in an interview. “Our long-term story is structural, not cyclical — and for e-commerce exports, it’s still day one.”
Launched in 2015, Amazon’s Global Selling program allows Indian small and medium-sized enterprises (SMEs) to sell to customers in 18 global markets, including the United States, Britain, Germany, Canada, and the United Arab Emirates. The U.S. remains the largest market for Indian sellers, followed by the U.K. and Germany.
Exports Fall Sharply After Tariffs
According to data from India’s commerce ministry, exports to the U.S. dropped from $6.87 billion in August to $5.43 billion in September, reflecting the direct hit from the higher duties. Shipments of textiles, shrimp, gems, and jewelry were among the most affected.
Still, Amazon’s growing exporter network appears to be cushioning the blow. The company now has about 200,000 active sellers, representing a 33% increase from a year ago, spread across 28 states and seven union territories, including Delhi, Uttar Pradesh, Tamil Nadu, Maharashtra, Rajasthan, Gujarat, and Haryana.
Kalvapudi said the $20 billion milestone was reached earlier than expected, largely due to the surge in exports from smaller manufacturing hubs such as Panipat, Bhadohi, Karur, and Erode.
“What’s most inspiring is that exports are no longer limited to metros — small towns are now major contributors,” he said.
Small Cities Drive Growth
The rise of smaller cities as export hubs underscores a shift in India’s digital trade landscape. In 2024 alone, Panipat and Karur shipped nearly $160 million worth of goods, according to Amazon’s internal estimates.
Popular export categories such as health, beauty, home décor, apparel, and toys have grown more than 35% annually, with increasing participation from local artisans and women-led businesses.
Kalvapudi credited government reforms for helping sustain growth, pointing to the 2023 Trade Policy and the Reserve Bank of India’s simplified e-commerce export rules, which have made it easier for SMEs to access global markets and receive payments.
“These reforms will compound over time as Indian brands expand globally,” he said.
Long-Term Outlook
The new export target of $80 billion by 2030 highlights Amazon’s optimism about India’s manufacturing and export potential, even amid short-term challenges from tariffs and currency fluctuations.
It is believed that the company’s success could strengthen India’s position as a key player in global e-commerce exports, particularly as Western buyers seek to diversify sourcing away from China.
The milestone not only reinforces Amazon’s commitment to India’s small-business ecosystem but also deepens its foothold in one of its most strategically important markets outside the United States.
