Amazon’s Monthly Active Users in Europe Reach Approximately 194 Million
Amazon reported a limited decline in the number of monthly active users of its shopping services in the European Union. According to data submitted by the company to the European Commission, the average number of monthly active users across the EU stood at 193.9 million in the first half of 2026. This figure was below the 195.2 million recorded in the second half of 2025. The data does not refer directly to customers who make purchases, but rather to monthly active users of the service.
Amazon’s Largest Reach Is in Germany
At the country level, Germany recorded the highest number of monthly active users, with 52.8 million. Germany was followed by France with 38.8 million, Italy with 38.1 million, and Spain with 27.9 million. The Netherlands ranked last among these five markets with 6.6 million users.
Compared with the previous six-month period, Germany saw a 1.7 percent decline, France 4 percent, Italy 0.1 percent, and Spain 1 percent. The Netherlands, meanwhile, was the only market among these five to record growth, with a 4 percent increase. The company had previously announced that it would invest €1.4 billion over three years to strengthen its operations in the Netherlands.
Amazon Records Growth in Northern European Markets
The highest increase across the EU was recorded in Denmark. Reach there rose by 18.4 percent, while Sweden grew by 13.9 percent and Ireland by 12.1 percent. The sharpest decline was seen in Greece, where local e-commerce platform Skroutz is the market leader; monthly active user reach fell by 20.2 percent.
Amazon’s data is included in transparency reports submitted to the European Commission since 2023 under the European Union’s Digital Services Act (DSA). Because the reporting methodology was standardized last year, only the two most recent periods can be directly compared.
Artificial Intelligence Is Being Used in E-Commerce and Retail Operations
Amazon is also expanding the use of AI-powered tools in its e-commerce and retail operations across Europe. The company uses artificial intelligence solutions for sellers in areas such as supply chain management, inventory control, and brand development, while also offering its generative AI-powered shopping assistant, Rufus, to consumers in Europe. Rufus is used for shopping processes such as product research, comparison, and product discovery.
The fact that sales generated by EU-based SMEs through Amazon exceeded €40 billion in 2025 is among the company data showing that the platform continues to maintain its scale within the European e-commerce ecosystem.