Amazon launches online store in the Netherlands

Date : 11 March 2020

Rachel Sibson

Retail Analyst

Amazon has launched a full online store in the Netherlands, offering customers access to more than 100 million products.

Products across 30 categories

Amazon has operated a website in the Netherlands since 2014, and previously only books could be purchased from its online store. On, customers can now shop from more than 100 million products across 30 categories.

The offer includes consumer electronics, sports & outdoors, tools, toys, home & kitchen, home improvement, beauty, fashion, shoes, Kindle e-readers, Ring video doorbells, as well as Fire TV stick devices. Products are offered on the website by Dutch brands including Rituals, Friesland Campina, and Hunkemöller, as well as international brands like Samsung, Hasbro, and Bosch. All customers can receive free next-day delivery on eligible orders over €20.

The retailer has also launched its Amazon Prime service in the country. Prime members receive free and fast shipping, access to Prime Video and Twitch Prime, as well as unlimited storage on Amazon Photos, for the price of €2.99 a month.

Roeland Donker, country manager of, commented: “Today is only the start of As we are focused on the long-term, we will strive to offer an ever-improving customer experience that we hope customers will love. We will continue to work hard to earn the trust of Dutch customers by growing our product range, ensuring low prices, and providing a convenient and trusted shopping experience.”

Expansion into Europe

The move sees Amazon expand further into Europe, where it already has five marketplaces in UK, France, Italy, Germany and Spain. We forecast that the Dutch online grocery market is 3.4% of the total in 2019, and we predict this will grow to 6.1% in 2024. Once marketplace and logistics are established in a market, Amazon can roll out other channels including Prime Now, Pantry, Amazon Fresh and Amazon Business.

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