By Operator One Editorial, 14 June 2026, updated 5 October 2026
To sell on Amazon Netherlands, switch on Amazon.nl in Amazon's European Seller Central (one Professional plan at EUR 39 a month excluding VAT covers it), publish Dutch listings, and fulfil from German FBA stock, Pan-European FBA or your own warehouse, because Amazon does not store FBA stock in the Netherlands. Amazon.nl has run as a full store since 10 March 2020, and since 3 September 2026 every Pan-European FBA product must also be listed on it. The main decisions are your VAT position, your Dutch EPR registrations and how Amazon.nl fits next to bol.
Key takeaways
- Amazon.nl launched as a full store on 10 March 2020 with 100 million items across more than 30 categories.
- Amazon Netherlands is not a Pan-European FBA storage country: FBA stock for Amazon.nl is stored in other countries, and Amazon.nl orders get domestic FBA fees only when German placement is enabled.
- Since 3 September 2026, every Pan-European FBA product needs an active listing on Amazon.nl to keep its Pan-EU benefits.
- FBA for a 900 g standard parcel sold on Amazon.nl costs EUR 4.39, against EUR 3.44 on Amazon.de, and Amazon.nl has no special-oversize FBA rate.
- Sales on Amazon.nl to Dutch consumers carry 21% standard VAT (9% reduced) once Dutch VAT applies.
- For Amazon Netherlands sellers, packaging EPR runs through Verpact: a producer placing more than 50,000 kg of packaging a year on the Dutch market must declare, and single-use plastic packaging has no threshold.
- bol reports 13.7 million customers in the Netherlands and Belgium, so most brands run Amazon.nl alongside bol rather than instead of it.
Amazon Netherlands at a glance
| Item | Amazon Netherlands |
|---|---|
| Store domain | amazon.nl |
| Launch | Full store opened 10 March 2020, with Dutch businesses selling from day one |
| Currency | Euro (EUR) |
| Listing language | Dutch; Amazon Ads treats the store as bilingual for Dutch and English keywords |
| Professional selling plan | EUR 39 per month, excluding VAT |
| Referral fee examples | Bicycles 10%; consumer electronics 7%; beauty 8% up to EUR 10 and 15% above; clothing 5% up to EUR 15, 10% from EUR 15 to EUR 20, 15% above (EUR 0.30 minimum) |
| FBA | Yes, served from fulfilment centres in other countries; not a Pan-European FBA storage country |
| Special-oversize FBA tier | No |
| Standard VAT rate | 21% (reduced rate 9%) |
| Packaging, WEEE and battery EPR | Verpact (packaging); Stichting OPEN (electrical equipment, lamps and portable batteries) |
Sources: Amazon.nl selling fees, Amazon Pan-European FBA (Dutch), Amazon European FBA rate card effective 1 July 2026, Belastingdienst VAT rates, Amazon press release of 10 March 2020. As of October 2026.
How to start selling on Amazon Netherlands
- Switch on Amazon.nl in Seller Central. Existing EU sellers add the Dutch store to their unified account; new sellers register once, verify identity and beneficial owners above 25%, and choose the Professional plan.
- Settle your VAT position. Decide where FBA stock will sit, register for VAT in each storage country, and use OSS or a Dutch VAT number for distance sales into the Netherlands above the EUR 10,000 EU threshold.
- Register Dutch EPR. Check whether you pass Verpact's 50,000 kg declaration threshold, register electrical equipment and batteries with Stichting OPEN, and appoint an authorised representative where the PPWR requires one.
- Complete GPSR product data. Show the manufacturer and, for non-EU manufacturers, the EU responsible person in every Amazon.nl listing, with warnings in Dutch.
- Choose the fulfilment route. Enable German placement for domestic Amazon.nl FBA fees, use EFN from one stock pool, or ship yourself with FBM or Seller Fulfilled Prime.
- Publish Dutch listings and launch ads. Translate titles and bullets into Dutch and target both Dutch and English keywords in Sponsored Products.
Amazon.nl in 2026: a full store, not a German overflow
Amazon.nl opened as a full Dutch store on 10 March 2020 with 100 million items across more than 30 categories, and Amazon said at launch that thousands of Dutch businesses had registered to sell on it. It has its own Buy Box, its own customer base and its own compliance perimeter, even though its FBA stock is stored outside the country. Amazon's own EU expansion page puts the Dutch e-commerce market at an estimated EUR 35.5 billion, with electronics the largest online category at 31.7% of spend, followed by fashion at 17.3% and groceries at 16.3% (Amazon cites third-party market data for these figures). For brands building a Benelux plan, the question is rarely whether to sell on Amazon.nl; it is how to run it cleanly next to bol without tripping over VAT, Verpact or GPSR.
Opening a Seller Central account for Amazon.nl
Amazon.nl sits inside Amazon's unified European account. If you already sell on Amazon.de, Amazon.fr, Amazon.it or Amazon.es, adding the Dutch store is a setting in Seller Central, not a new account. New sellers register once and gain access to all the EU stores. Amazon's Dutch registration guide asks for:
- Company documents, such as a Chamber of Commerce (KvK) extract or the equivalent from your home register.
- Details of every beneficial owner, defined by Amazon as a natural person holding more than 25% of shares or voting rights.
- A bank account for payouts and a credit card for account fees.
- Identity verification of the primary contact, which Amazon says usually takes up to three working days.
Amazon's Dutch guide recommends the Individual plan below 35 sales a month (EUR 0.99 per item) and the Professional plan (EUR 39 a month excluding VAT) above that, and only the Professional plan gives access to advertising. Non-EU entities can register, but they need an EU responsible person under the GPSR before any product is listed.
Dutch VAT: 21%, the EUR 10,000 threshold and where your stock sits
The Netherlands applies a 21% standard VAT rate and a 9% reduced rate, according to the Belastingdienst. Three scenarios cover almost every Amazon.nl launch:
- Below the EUR 10,000 EU-wide threshold. A seller established in a single EU member state whose total intra-EU distance sales stay at or below EUR 10,000 (excluding VAT) in the current and previous calendar year charges its own member state's VAT on sales to Dutch consumers and declares it in its normal domestic VAT return. The European Commission's OSS guidance states that OSS is not relevant in this situation, because these are domestic supplies. The threshold is not available to sellers established outside the EU.
- Above the threshold, shipping from another member state. Dutch VAT at 21% applies to sales into the Netherlands. The seller declares it either through the One Stop Shop (OSS) in its member state of identification or through a Dutch VAT registration. OSS is optional, but once chosen it covers distance sales to every member state, and it does not replace the domestic return.
- Stock held in an EU fulfilment centre. Amazon's Dutch FBA page states that because FBA stock is not stored in the Netherlands, you need a VAT number in the country where your stock is stored. With Pan-European FBA, Amazon states that a VAT number is required for each storage country.
B2B supplies, exports and returns each have their own treatment, so route them correctly in your billing set-up rather than lumping everything into OSS.
Dutch EPR: Verpact, Stichting OPEN and the PPWR
Dutch packaging EPR runs through Verpact, the organisation that continued the work of Stichting Afvalfonds Verpakkingen under its new name from 1 March 2024. Verpact states that a producer or importer placing more than 50,000 kg of packaging on the Dutch market in a calendar year must declare and pay the waste management fee, that this applies even to companies with no Dutch establishment that sell online to Dutch consumers, and that single-use plastic packaging and drinks bottles and cans have no threshold at all. Our Netherlands EPR guide covers the detail.
- Electrical equipment and batteries. Stichting OPEN handles producer responsibility for electrical appliances, lamps, portable batteries and bicycle batteries in the Netherlands. Its registration check states that a company based abroad that sells these products directly to Dutch consumers must register and report annually.
- Authorised representative. Since 12 August 2026, Article 45(3) of the EU Packaging and Packaging Waste Regulation (EU) 2025/40 requires a producer that sells packaged products directly to end users in a member state where it is not established to appoint an authorised representative for EPR there by written mandate.
- Marketplace checks. Article 45(4) of the same regulation requires online platforms to obtain each producer's registration number and a self-certification for the consumer's member state before letting it sell.
A seller who sorts EPR out in the first quarter of trading rarely has a problem on Amazon.nl; the expensive cases are sellers who scale first and register later.
GPSR on Amazon.nl
The General Product Safety Regulation (EU) 2023/988 has applied since 13 December 2024. Under Article 19, every Amazon.nl offer must clearly show the manufacturer's name and postal and electronic address, the EU responsible person's details where the manufacturer is not established in the EU, information identifying the product including a picture, and any warnings or safety information in a language that consumers can easily understand, as determined by the member state. In practice that means:
- Non-EU brands need a contracted EU responsible person before listings go live.
- Technical documentation and traceability data must be retrievable on request.
- Warnings, age ratings and ingredient lists must be in Dutch where Dutch rules require it, whatever language the marketing copy uses.
Fulfilment for Amazon.nl: German placement, Pan-EU, EFN and FBM
Amazon does not store FBA stock in the Netherlands, so every Amazon.nl FBA order ships from a fulfilment centre in another country. Amazon's Pan-European FBA page lists the storage countries as Germany, France, Italy, Spain and Poland, and states that Amazon.nl orders get domestic FBA fees only when you enable placement in Germany. Amazon.nl joined the Pan-European FBA programme as a store on 25 June 2025, and from 3 September 2026 every Pan-EU product needs an active Dutch listing. Amazon.nl does not take part in the Multi-Country Inventory (MCI) model.
| FBA size tier (rate card 1 July 2026) | Sold on Amazon.nl | Sold on Amazon.de |
|---|---|---|
| Standard envelope up to 210 g | EUR 2.51 | EUR 2.57 |
| Standard parcel up to 900 g | EUR 4.39 | EUR 3.44 |
| Standard parcel up to 2.9 kg | EUR 4.82 | EUR 4.55 |
| Small oversize up to 760 g | EUR 7.02 | EUR 4.56 |
| Heavy oversize up to 31.5 kg | EUR 16.22 | EUR 13.00 |
| Special oversize up to 30 kg | No rate | EUR 21.30 |
Source: Amazon European FBA rate card, effective 1 July 2026, local and Pan-European FBA fees by store of sale. As of October 2026.
Three routes are realistic for Amazon.nl:
- German stock with placement enabled: Amazon.nl orders ship from German fulfilment centres at the Dutch local fee. This is the lightest set-up for a brand that already sells on Amazon.de, with one VAT registration where the stock sits.
- Pan-European FBA: stock spreads across at least two storage countries, with Dutch orders at local fees as long as Germany is one of them. It suits sellers doing meaningful volume across Europe; it is the wrong answer for a brand testing the Dutch market with a few hundred units. Unlike Amazon.de, Amazon.nl has no Pan-EU low-inventory fee.
- EFN, FBM or Seller Fulfilled Prime: EFN ships from one stock pool in another country at cross-border rates (EUR 9.19 to EUR 9.45 for a 900 g parcel). Sellers with their own Dutch warehouse can ship themselves; Amazon's Dutch Seller Fulfilled Prime page requires a trial period, an on-time delivery rate of at least 90%, valid tracking for at least 99% of shipments, a cancellation rate of 0.5% or less, and nationwide coverage.
Since 17 April 2026 a 1.5% fuel and logistics surcharge applies to FBA fulfilment fees in the Netherlands store, as in the other EU stores, and Amazon's Restock Inventory page has not yet launched in Dutch Seller Central, so Dutch sellers switch to the German or another EU store view to use it. Our guide to Amazon fulfilment options in Europe compares the fees for each route.
Dutch listings and keywords
Amazon Ads describes the Netherlands store as bilingual, allowing both Dutch and English keyword targeting. Dutch-localised listings are the safer default, particularly in home, FMCG, baby and grocery, the categories where bol has trained Dutch consumers to expect native copy.
- Titles and bullet points: localise into Dutch as a baseline.
- A+ Content: Dutch where the budget allows; English can work for long-tail SKUs.
- Back-end search terms: include Dutch and English variants, because Dutch shoppers search in both.
- Compliance text: in Dutch where Dutch rules require it, regardless of the marketing language.
Unlike Amazon.de, Amazon.nl gets no automatic translation of Sponsored Brands or display ads: Amazon Ads lists that feature only for Germany and a handful of non-EU stores, so Dutch ad copy has to be written. Sponsored Products bids on Amazon.nl run from EUR 0.02 to EUR 1,000 per click. Bids, budgets and keyword localisation are covered in our Amazon advertising guide for Europe.
Amazon.nl and bol: run both, sequence by category
bol is the incumbent Dutch general marketplace: its retail media site reports 47 million items for sale, 112 million visitors a month and 13.7 million customers in the Netherlands and Belgium. bol charges a commission per category, set excluding VAT but calculated on the selling price including VAT, plus a fixed amount per item; Amazon.nl charges a referral percentage on the total price including delivery, with a EUR 0.30 minimum. The practical read for 2026:
- Brands already on Amazon.de with German stock gain Amazon.nl at the lowest marginal effort and should switch it on by default, as Pan-EU sellers now must.
- In books, electronics and tech accessories, Amazon.nl is worth launching alongside bol, not instead of it.
- In home, kids, FMCG and DIY, bol is usually the volume channel and Amazon.nl the incremental one.
- A brand that launches only on Amazon.nl and ignores bol leaves Benelux revenue on the table.
For a mid-market apparel brand without an existing Amazon presence, the usual sequence is bol first, then Amazon.nl once the range is proven. Our guide to selling on bol in the Netherlands and Belgium sets out bol's commission, fulfilment and advertising rules.
Frequently asked questions
Does Amazon store FBA stock in the Netherlands?
No. Amazon's Dutch FBA page states that FBA stock is not stored in the Netherlands, so you need a VAT number in the country where it is stored, and Amazon.nl orders get domestic FBA fees only when placement in Germany is enabled.
Do Pan-European FBA sellers have to list on Amazon.nl?
Yes. Since 3 September 2026, every new and existing Pan-European FBA product must have an active listing on Amazon.nl to enrol and keep its Pan-EU benefits.
Which VAT applies to my Amazon.nl sales below the EUR 10,000 threshold?
If you are established in one EU member state and your total intra-EU distance sales stay at or below EUR 10,000 a year, you charge your own member state's VAT and declare it in your normal domestic return, not through OSS. Above the threshold, Dutch VAT of 21% applies, declared through OSS or a Dutch registration.
Do I need to register with Verpact to sell on Amazon.nl?
You must declare to Verpact if you place more than 50,000 kg of packaging on the Dutch market in a calendar year, including from abroad, and single-use plastic packaging has no threshold. Since 12 August 2026 the PPWR also requires producers selling directly to Dutch consumers from another country to appoint an authorised representative.
Can I use English on Amazon.nl?
Amazon Ads treats the Netherlands store as bilingual, so campaigns can target both Dutch and English keywords, but Dutch listing copy is the safer default. Warnings and safety information must be in a language Dutch consumers can easily understand, as the GPSR requires.
Should I sell on Amazon.nl or bol?
Most brands should run both: bol reports 13.7 million customers in the Netherlands and Belgium, while Amazon.nl adds Pan-EU reach at low marginal effort for brands already on Amazon.de. Which to prioritise depends on the category.
How Operator One runs Amazon.nl for brands
Operator One is a Merchant of Record: it is the legal seller on Amazon.nl and on 100+ marketplaces in 28 countries, while the brand supplies the products on consignment and receives the revenue. It files OSS and IOSS plus local VAT registrations where it holds stock, registers EPR (including Verpact) per country and per stream with a local authorised representative where a market requires one, and runs Amazon.nl listing operations alongside bol and the other marketplaces it covers; CE marking and the technical file stay with the manufacturer. Operator One runs two fulfilment centres, in the Netherlands and Germany, and otherwise uses marketplace logistics. Brands like Dabur and a range of EU and non-EU manufacturers use us to operate Amazon.nl as one node in a wider European footprint rather than a standalone project. The Amazon Netherlands marketplace page summarises the channel; to discuss your range, talk to our team.