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Amazon’s New Pan-EU FBA Requirement

What It Means for Sellers Expanding Overseas

Starting June 25, 2025, Amazon is introducing a new rule for sellers using its Pan-European Fulfilment by Amazon (Pan-EU FBA) program. From this date, all sellers enrolled in the Pan-EU program must have active listings on Amazon.nl, the Dutch version of Amazon. If you don’t comply, you risk being removed from the Pan-EU program altogether.

This change might seem small at first glance, but it has big implications, especially for eCommerce sellers who are planning to expand their business across Europe. In this article we’ll break down what this update means, why it matters, and how you can prepare for it.

What Is the Pan-European FBA Program?

The Pan-EU FBA program is designed to help sellers reach customers across Europe more efficiently. When you join the program, Amazon stores your products in its fulfillment centers across multiple European countries. This allows Amazon to ship your products faster and more cost-effectively to customers in those regions.

The key benefits of Pan-EU FBA include:

  • Faster delivery times for European customers
  • Lower shipping costs
  • Access to multiple European marketplaces (like Amazon.de, Amazon.fr, Amazon.it, etc.)
  • Increased visibility and sales potential


However, to stay in the program, sellers must meet certain requirements, like having active listings in specific countries – Germany, France, Italy and Spain. And now, the Netherlands is being added to that list.

Shipping

What’s Changing on June 25, 2025?

From this date forward, if you’re part of the Pan-EU FBA program, you must have at least one active listing on Amazon.nl. If you don’t, Amazon may remove you from the program, which could affect your ability to sell efficiently across Europe.

This means you’ll need to:

  • Create and activate listings for your products on Amazon.nl
  • Ensure your product information is translated into Dutch
  • Check that your pricing, shipping, and tax settings are correct for the Netherlands

Why Is Amazon Making This Change?

Amazon is likely doing this to strengthen its presence in the Dutch market. While Amazon.nl has been around since 2020, it’s still growing compared to other European marketplaces like Germany or the UK. By requiring Pan-EU sellers to list on Amazon.nl, Amazon is encouraging more product variety and competition in the Netherlands.

For sellers, this is both a challenge and an opportunity.

How This Affects Sellers Looking to Expand Overseas

If you’re an eCommerce seller planning to grow your business in Europe, this update is important. Here’s how it might impact you: 

1. Extra Work to Set Up Dutch Listings

You’ll need to create listings in Dutch, which may require translation services or tools. If you’re already selling in multiple languages, this might not be a big deal, but for smaller sellers, it could be a new hurdle.

2. Potential for Increased Sales

The upside? Listing on Amazon.nl opens the door to millions of Dutch customers. The Netherlands has a strong eCommerce market, and Dutch consumers are known for shopping online frequently. By listing your products there, you could tap into a new revenue stream.

3. Avoiding Removal from Pan-EU FBA

If you don’t comply, you risk being removed from the Pan-EU program. That means:

You’ll lose access to Amazon’s cross-border fulfillment network

You may face higher shipping costs

Your products might take longer to reach customers in Europe

You could see a drop in sales and visibility

4. Tax and Compliance Considerations

Selling in the Netherlands means you may need to register for VAT there, depending on your sales volume, business structure and where you store your inventory.

Where Expandly Can Help

This is where Expandly comes in. As an all-in-one eCommerce expansion platform, Expandly is built to help sellers like you navigate international growth with ease, especially when it comes to meeting new requirements like Amazon’s Pan-EU update.

Here’s how Expandly can support your expansion into the Netherlands:

Product Compliance in the Netherlands

This is where Expandly comes in. As an all-in-one eCommerce expansion platform, Expandly is built to help sellers like you navigate international growth with ease, especially when it comes to meeting new requirements like Amazon’s Pan-EU update.

Here’s how Expandly can support your expansion into the Netherlands:

VAT Registration and Setup

Expandly can help you get registered for VAT in the Netherlands, manage your tax obligations, and stay compliant with EU tax laws.

Dutch Listings Made Easy

Our platform supports automated translation and listing creation in Dutch, helping you get your products live on Amazon.nl quickly and accurately.

Local Fulfillment Capabilities

We offer a fully functional warehouse in the Netherlands, so your products can be stored and shipped locally. This means:

  • Faster delivery times
  • On-time, in-full shipments
  • All the correct documentation for smooth customs and logistics


With Expandly, you can confidently meet Amazon’s new requirements and unlock the full potential of the Dutch market, without the usual headaches of international expansion.

While it may require some extra effort, the Dutch market presents a valuable opportunity for sellers to grow their business in Europe.

With the right tools and support, like those offered by Expandly, you can stay compliant, expand smoothly, and reach new customers with confidence.

Ready to expand into the Netherlands? Let Expandly help you every step of the way.