Get to know Amazon shoppers across Europe

Read this guide to discover shopper insights and tips to engage shoppers in Europe through advertising

Chapters

Small and medium-sized businesses (SMBs) in Europe sold more than 2,200 products per minute on Amazon in 2022.¹ Advertising in Europe with Sponsored Products could be a great way to help get your brand and products in front of new customers and grow your company. In fact, advertisers saw on average 28% more sales, 25% more units sold, and 33% more customers within four weeks of launching Sponsored Products in Europe.²

Getting to know your audience is an important first step in building your global advertising strategy. To use this guide, read the specific country chapter(s) for France, Italy, Spain, Germany, and the U.K. to learn local shopper insights you can use to plan your brand’s strategy in each country and help take your sales to the next level. Then, check out the final chapter for recommendations on how to engage shoppers in Europe with your ad campaigns.

¹ Amazon EU Impact Report, 2023
² Amazon internal data, FR, IT, ES, DE, UK, 2022

France

Chapter 1

Shoppers in France, one of Europe’s largest countries, are interested in products that will make their lives easier and help them save time. They’re also drawn to premium products. About 36% of customers surveyed in France said they’re willing to pay more for high-quality apparel and personal accessories.¹ However, they’re mindful of inflation and rising energy costs, since 46% of shoppers surveyed said they’re trying to reduce their energy consumption or use more energy-efficient products.²

According to Kantar, 32 million customers in France shopped on Amazon in the past six months.³

Who are Amazon shoppers in France?

An overview of who is shopping on Amazon in France⁴

Age groups

18-24

25-39

40-55

56+

Relationship status

Married

Single

In a relationship

Divorced/Widowed

What interests shoppers in France?

A look at what matters most to shoppers in France. In France, these are Amazon shoppers’ top three personal interests.⁵

Beauty and cosmetics
Board games
Books and literature

Tip: Try advertising new products with automatic targeting with Sponsored Products to help shoppers discover your products and increase sales.
New products in the beauty category saw 121x more ad-attributed sales when advertised, compared to products in the same category that are not new.⁶

Shopping preferences and motivators:

When shopping, here’s what customers in France value:⁷

Buying fewer but higher-quality products
Looking for locally sourced products and services
Seeking products with easy-to-understand labels

The top five factors that motivate shoppers in France to purchase:⁸

Price
Free delivery
Variety of brands
Ease of delivery
Ability to order at any time, from anywhere

Brand discovery:

Fifty-six percent of Amazon shoppers surveyed in France researched a product online before purchasing.⁹

The top three channels shoppers use for brand product discovery in France:¹⁰

Search engines
Retail websites
Customer reviews

When do customers in France shop?

Holidays and events in France are a great opportunity to engage shoppers and help drive product sales.

In France, advertisers who promoted their products during Valentine’s Day with sponsored ads* observed 158% higher sales and 256% higher detail page views.¹¹

Advertisers observed 154% higher sales and 240% higher detail page views when promoting their products in France during Mother’s Day with sponsored ads*.¹²

Advertisers observed 160% higher sales and 250% higher detail page views when promoting their products in France during Father’s Day with sponsored ads*.¹³

Advertisers saw an increase of 27 percentage points in sales and 28 percentage points in units sold using Sponsored Products during Amazon deal events in France, when compared to average category growth.¹⁴

Advertisers in France saw sales and units sold increase by 71 and 65 percentage points respectively when they used Sponsored Products during Christmas, compared to average category growth.¹⁵

Ready to advertise in France? Try these recommendations to help maximize your chances to reach and engage shoppers with your ad campaigns.

^1,2,7,8 Consumer Lifestyles in France, Passport, August 2022
³ Europa TGI Net Survey, Kantar, FR, Q1 2023
^4,5,9,10 GWI Survey Data, FR, Q1–Q4 2022
⁶ Amazon internal data, Mar 26–Apr 1, 2023
¹¹ Amazon internal data, FR, IT, ES, DE, UK, NL, Feb 1–14, 2022. Analysis built including two-week lead-up time to event and based on median campaign performance. Results are based on past observations and influenced by a variety of outside factors and may not be the sole result of any single or combination of Amazon Ads campaigns.
¹² Amazon internal data, FR, May 16–29, 2022. Analysis built including two-week lead-up time to event.
¹³ Amazon internal data, FR, Jun 6–19, 2022. Analysis built including two-week lead-up time to event.
¹⁴ Amazon internal data, FR. Post period: 7/10/2022 to 7/16/2022 + 11/20/2022 to 12/3/2022. Pre Period: 7/3/2022 to 7/9/2022 + 11/6/2022 to 11/19/2022. Increase calculated as (growth of Sponsored Products advertisers during deal events as compared to same time period before) minus (average growth of categories during the deal events as compared to same time period before). Amazon deal events are a combination of Prime Day and Black Friday/Cyber Monday. Only sellers who spent at least $1 during the Amazon deal events were considered as a part of the analysis.
¹⁵ Amazon internal data, FR. Post period: 12/4/2022 to 12/31/2022. Pre Period: 11/6/2022 to 12/3/2022. Increase calculated as (growth of SP advertisers during deal events as compared to same time period before) – (average growth of categories during the deal events as compared to same time period before). Only sellers who spent at least $1 during Christmas (04 Dec 2022 to 31 Dec 2022) were considered as a part of the analysis
^* Sponsored ads: Sponsored Products, Sponsored Brands, or Sponsored Display vs. pre-campaign time frame. Note that insights are derived from vendor and seller ASINs combined without further breakdown, as consideration related metrics such as detailed page view (DPV) cannot be split by seller type. Please use the insights as directional guidance.

Italy

Chapter 2

Italy has one of the oldest populations (residents over age 65) in the world, second only to Japan.¹ In Italy, many shoppers are focused on essential spending. Due to rising costs for food and energy, shoppers are cautious and have adjusted their household budgets accordingly. Still, shopping remains a popular leisure activity in the country. According to a survey, 58% of shoppers in Italy go leisure shopping at least monthly,² and many shoppers like to hunt for bargains and discounts.

According to Kantar, 18 million customers in Italy shopped on Amazon in the past six months. ³

Who are Amazon shoppers in Italy?

An overview of who is shopping on Amazon in Italy⁴

Age groups

18-24

25-39

40-55

56+

Relationship status

Married

Single

In a relationship

Divorced/Widowed

What interests shoppers in Italy?

A look at what matters most to shoppers in Italy. In Italy, these are Amazon shoppers’ top three personal interests:⁵

Films and cinema
Music
Travel

Shopping preferences and motivators:

When shopping, here’s what customers in Italy value:⁶

Buying fewer but higher-quality products
Looking for locally sourced products and services
Visiting shopping malls

The top five factors that motivate shoppers in Italy to purchase:⁷

Price
Free delivery
Ability to order at any time, from anywhere
Fast same-day delivery
Variety of brands

Tip: If you’re unsure which products to advertise, include suggested products in your Sponsored Products campaigns to help increase the chance of customers engaging with your ads. We recommend advertising at least two suggested products, because they have high-quality product detail pages and are more likely to be clicked if advertised. Suggested products are 403x more likely to generate ad-attributed sales when advertised, compared to products that are not suggested.⁸

Brand discovery:

Sixty-one percent of Amazon shoppers surveyed in Italy researched a product online before purchasing.⁹

The top three channels for brand product discovery in Italy:¹⁰

Search engines
Customer reviews
Price comparison websites

When do customers in Italy shop?

Holidays and events in Italy are a great opportunity to engage shoppers and help drive product sales.

In Italy, advertisers who promoted their products during Valentine’s Day with sponsored ads* observed 153% higher sales and 236% higher detail page views.¹¹

Advertisers observed 148% higher sales and 232% higher detail page views when promoting their products in Italy during Father’s Day with sponsored ads*.¹²

Advertisers observed 143% higher sales and 225% higher detail page views when promoting their products in Italy during Mother’s Day with sponsored ads*.¹³

Advertisers saw an increase of 39 percentage points in sales and 40 percentage points in units sold using Sponsored Products during Amazon deal events in Italy, when compared to average category growth.¹⁴

Advertisers in Italy saw sales and units sold increase by 72 and 69 percentage points respectively when they used Sponsored Products during Christmas, compared to average category growth.¹⁵

Need some inspiration? Learn how Italian coffee roaster Caffè Vergnano used Amazon Ads to help grow their brand across Europe, then check out these recommendations to help reach shoppers and grow your sales with your ad campaigns.

We’ve seen great success using Amazon Ads. We started [using Amazon Ads solutions] in 2018, and since then we’ve always had double-digit growth. We saw immediate growth, and long-term [growth] that we’ve been able to maintain over the years.
—Carolina Vergnano, CEO, Caffè Vergnano

^1,2,6,7 Consumer Lifestyles in Italy, Passport, June 2022
³Italy TSSP Survey, Kantar, Italy, 2023
^4,5,9,10 GWI Survey Data, IT, Q1–Q4 2022
⁸ Amazon internal data, IT, Mar 26–Apr 1, 2023
¹¹ Amazon internal data, FR, IT, ES, DE, UK, NL, Feb 1–14, 2022. Analysis built including two-week lead-up time to event and based on median campaign performance. Results are based on past observations and influenced by a variety of outside factors and may not be the sole result of any single or combination of Amazon Ads campaigns.
¹² Amazon internal data, IT, Mar 6–19, 2022. Analysis built including two-week lead-up time to event.
¹³ Amazon internal data, IT, Apr 25–May 8, 2022. Analysis built including two-week lead-up time to event.
¹⁴Amazon internal data, IT. Post period: 7/10/2022 to 7/16/2022 + 11/20/2022 to 12/3/2022. Pre Period: 7/3/2022 to 7/9/2022 + 11/6/2022 to 11/19/2022. Increase calculated as (growth of Sponsored Products advertisers during deal events as compared to same time period before) minus (average growth of categories during the deal events as compared to same time period before). Amazon deal events are a combination of Prime Day and Black Friday/Cyber Monday. Only sellers who spent at least $1 during the Amazon deal events were considered as a part of the analysis.
¹⁵Amazon internal data, IT. Post period: 12/4/2022 to 12/31/2022. Pre Period: 11/6/2022 to 12/3/2022. Increase calculated as (growth of SP advertisers during deal events as compared to same time period before) – (average growth of categories during the deal events as compared to same time period before). Only sellers who spent at least $1 during Christmas (04 Dec 2022 to 31 Dec 2022) were considered as a part of the analysis
^*Sponsored ads: Sponsored Products, Sponsored Brands, or Sponsored Display vs. pre-campaign time frame. Note that insights are derived from vendor and seller ASINs combined without further breakdown, as consideration related metrics such as detailed page view (DPV) cannot be split by seller type. Please use the insights as directional guidance.

Spain

Chapter 3

Shoppers in Spain are social and outgoing, and they like to spend their free time with friends outside of their homes. Pet-friendly products are important in Spain, as 75% of shoppers surveyed said their pets are beloved members of the family.¹ When it comes to spending, shoppers in Spain use frugal spending habits and other strategies, like secondhand shopping, to save money and adjust to the rising cost of living.

According to Kantar, 24 million customers in Spain shopped on Amazon in the past six months.²

Who are Amazon shoppers in Spain?

An overview of who is shopping on Amazon in Spain³

Age groups

18-24

25-39

40-55

56+

Relationship status

Married

Single

In a relationship

Divorced/Widowed

What interests shoppers in Spain?

A look at what matters most to shoppers in Spain. In Spain, these are Amazon shoppers’ top three personal interests:⁴

Films and cinema
Music
Travel

Shopping preferences and motivators:

When shopping, here’s what customers in Spain value:⁵

Buying fewer but higher-quality products
Visiting shopping malls
Looking for locally sourced products and services

The top five factors that motivate shoppers in Spain to purchase:⁶

Product availability
Free delivery
Price
Ease of delivery
Free returns

Brand discovery:

Sixty-four percent of Amazon shoppers surveyed in Spain researched a product online before purchasing.⁷

The top three channels for brand product discovery in Spain:⁸

Search engines
Social Media
Customer reviews

Tip: Help customers find your products and brand when they’re browsing by including at least three bullet points and a detailed product description on your product detail pages. Advertisers saw an average 38% uplift in sales one week after adding 3+ descriptive bullet points to products advertised with sponsored ads.⁹

When do customers in Spain shop?

Holidays and events in Spain are a great opportunity to engage shoppers and help drive product sales.

In Spain, advertisers who promoted their products during Valentine’s Day with sponsored ads* observed 148% higher sales and 225% higher detail page views.¹⁰

Advertisers observed 140% higher sales and 228% higher detail page views when promoting their products in Spain during Father’s Day with sponsored ads*.¹¹

Advertisers observed 148% higher sales and 227% higher detail page views when promoting their products in Spain during Mother’s Day with sponsored ads*.¹²

Advertisers saw an increase of 37 percentage points in sales and 39 percentage points in units sold using Sponsored Products during Amazon deal events in Spain, when compared to average category growth.¹³

Advertisers in Spain saw sales and units sold increase by 72 and 67 percentage points respectively when they used Sponsored Products during Christmas, compared to average category growth.¹⁴

Get started with advertising in Spain by trying these recommendations to help maximize your chances to reach and engage shoppers.

^1,5,6 Consumer Lifestyles in Spain, Passport, July 2022
² Europa TGI Net Survey, Kantar, ES, Q1 2023
^3,4,7,8 GWI Survey Data, ES, Q1–Q4 2022
⁹ Amazon internal data, WW, Jul 1–Dec 31, 2022. This is based on past data and does not guarantee future performance.
¹⁰ Amazon internal data, FR, IT, ES, DE, UK, NL, Feb 1–14, 2022. Analysis built including two-week lead-up time to event and based on median campaign performance. Results are based on past observations and influenced by a variety of outside factors and may not be the sole result of any single or combination of Amazon Ads campaigns.
¹¹ Amazon internal data, ES, Mar 6–19, 2022. Analysis built including two-week lead-up time to event.
¹² Amazon internal data, ES, Apr 18–May 1, 2022. Analysis built including two-week lead-up time to event.
¹³Amazon internal data, ES. Post period: 7/10/2022 to 7/16/2022 + 11/20/2022 to 12/3/2022. Pre Period: 7/3/2022 to 7/9/2022 + 11/6/2022 to 11/19/2022. Increase calculated as (growth of Sponsored Products advertisers during deal events as compared to same time period before) minus (average growth of categories during the deal events as compared to same time period before). Amazon deal events are a combination of Prime Day and Black Friday/Cyber Monday. Only sellers who spent at least $1 during the Amazon deal events were considered as a part of the analysis.
¹⁴Amazon internal data, ES. Post period: 12/4/2022 to 12/31/2022. Pre Period: 11/6/2022 to 12/3/2022. Increase calculated as (growth of SP advertisers during deal events as compared to same time period before) – (average growth of categories during the deal events as compared to same time period before). Only sellers who spent at least $1 during Christmas (04 Dec 2022 to 31 Dec 2022) were considered as a part of the analysis
^* Sponsored ads: Sponsored Products, Sponsored Brands, or Sponsored Display vs. pre-campaign time frame. Note that insights are derived from vendor and seller ASINs combined without further breakdown, as consideration related metrics such as detailed page view (DPV) cannot be split by seller type. Please use the insights as directional guidance.

Germany

Chapter 4

Shoppers in Germany are practical and like to spend time researching products before purchasing. Finding products that are sustainable is important to German shoppers. According to a survey, 39% of shoppers in Germany said it’s important that their homes are energy efficient, and 42% said they are trying to reduce their energy consumption or use more energy-efficient products.¹

According to Kantar, 45 million customers in Germany shopped on Amazon in the past six months.²

Who are Amazon shoppers in Germany?

An overview of who is shopping on Amazon in Germany³

Age groups

18-24

25-39

40-55

56+

Relationship status

Married

Single

In a relationship

Divorced/Widowed

What interests shoppers in Germany ?

A look at what matters most to shoppers in Germany. In Germany, these are Amazon shoppers’ top three personal interests:⁴

Music
Food and drinks
Cooking

Shopping preferences and motivators:

When shopping, here’s what customers in Germany value:⁵

Buying fewer but higher-quality products
Looking for locally sourced products and services
Buying sustainable products

The top five factors that motivate shoppers in Germany to purchase:⁶

Price
Free delivery
Ability to order at any time, from anywhere
Ease of delivery
Ability to purchase products not available locally

Brand discovery:

Sixty-one percent of Amazon shoppers surveyed in Germany researched a product online before purchasing.⁷

The top three channels for brand product discover in Germany:⁸

Search engines
Price comparison websites
Social Media

Tip: If you’re a brand owner, you can look for popular keywords and shopping queries in Germany (and other countries) using the Brand Analytics feature in Seller Central.

When do customers in Germany shop?

Holidays and events in Germany are a great opportunity to engage shoppers and help drive product sales.

In Germany, advertisers who promoted their products during Valentine’s Day with sponsored ads* observed 167% higher sales and 260% higher detail page views.⁹

Advertisers observed 168% higher sales and 253% higher detail page views when promoting their products in Germany during Mother’s Day with sponsored ads*.¹⁰

Advertisers observed 161% higher sales and 248% higher detail page views when promoting their products in Germany during Father’s Day with sponsored ads*.¹¹

Advertisers saw an increase of 30 percentage points in sales and 31 percentage points in units sold using Sponsored Products during Amazon deal events in Germany, when compared to average category growth.¹²

Advertisers in Germany saw sales and units sold increase by 65 and 62 percentage points respectively when they used Sponsored Products during Christmas, compared to average category growth.¹³

Want to grow your brand in Germany? See how Berlin-based health and nutrition company foodspring used Amazon Ads to increase brand awareness in Europe. Then read these recommendations to create ad campaigns that will engage shoppers.

It was a no-brainer launching our products on Amazon. You want to be present where your customers are. Amazon Ads helps give you the increased visibility to do that.
—Aakriti Malhotra, senior marketplace manager, foodspring

^1,5,6 Consumer Lifestyles in Germany, Passport, July 2022
² Europa TGI Net Survey, Kantar, DE, Q1 2023
^3,4,7,8 GWI Survey Data, DE, Q1-Q4 2022
⁹ Amazon internal data, FR, IT, ES, DE, UK, NL, Feb 1–14, 2022. Analysis built including two-week lead-up time to event and based on median campaign performance. Results are based on past observations and influenced by a variety of outside factors and may not be the sole result of any single or combination of Amazon Ads campaigns.
¹⁰ Amazon internal data, DE, Apr 25–May 8, 2022. Analysis built including two-week lead-up time to event.
¹¹ Amazon internal data, DE, May 13–26, 2022. Analysis built including two-week lead-up time to event.
¹²Amazon internal data, DE. Post period: 7/10/2022 to 7/16/2022 + 11/20/2022 to 12/3/2022. Pre Period: 7/3/2022 to 7/9/2022 + 11/6/2022 to 11/19/2022. Increase calculated as (growth of Sponsored Products advertisers during deal events as compared to same time period before) minus (average growth of categories during the deal events as compared to same time period before). Amazon deal events are a combination of Prime Day and Black Friday/Cyber Monday. Only sellers who spent at least $1 during the Amazon deal events were considered as a part of the analysis.
¹³Amazon internal data, DE. Post period: 12/4/2022 to 12/31/2022. Pre Period: 11/6/2022 to 12/3/2022. Increase calculated as (growth of SP advertisers during deal events as compared to same time period before) – (average growth of categories during the deal events as compared to same time period before). Only sellers who spent at least $1 during Christmas (04 Dec 2022 to 31 Dec 2022) were considered as a part of the analysis
^* Sponsored ads: Sponsored Products, Sponsored Brands, or Sponsored Display vs. pre-campaign time frame. Note that insights are derived from vendor and seller ASINs combined without further breakdown, as consideration related metrics such as detailed page view (DPV) cannot be split by seller type. Please use the insights as directional guidance.

U.K.

Chapter 5

In the U.K., shoppers are eager for products that will simplify their lives, as 36% of shoppers surveyed in the U.K. said they are willing to spend money to save time.¹ Brexit and the rising costs of living are top of mind for shoppers, making them more price-conscious when shopping. To have fun, shoppers in the U.K. like to spend money on experiences, and 31% of millennial shoppers surveyed said they like to treat themselves when shopping.²

According to Kantar, 12 million customers in Great Britain shopped on Amazon in the past six months.³

Who are Amazon shoppers in the U.K.?

An overview of who is shopping on Amazon in the U.K.⁴

Age groups

18-24

25-39

40-55

56+

Relationship status

Married

Single

In a relationship

Divorced/Widowed

What interests shoppers in the U.K. ?

A look at what matters most to shoppers in the U.K. In the U.K., these are Amazon shoppers’ top three personal interests:⁵

TV
Music
Films and cinema; food and drink

Shopping preferences and motivators:

When shopping, here’s what customers in the U.K. value:⁶

Buying fewer but higher-quality products
Looking for locally sourced products and services
Buying gifts for family and friends

The top five factors that motivate shoppers in the U.K. to purchase:⁷

Price
Ability to order at any time, from anywhere
Free delivery
Ease of delivery
Variety of brands

Brand discovery:

Sixty percent of Amazon shoppers surveyed in the U.K. researched a product online before purchasing.⁸

The top three channels for brand product discovery in the U.K.:⁹

Search engines
Customer reviews
Retail websites

Tip: The European Expansion Accelerator can help you maximize your reach to potential customers by listing your products across nine stores in Europe in three business days.

When do customers in the U.K. shop?

Holidays and events in the U.K. are a great opportunity to engage shoppers and help drive product sales.

In the U.K., advertisers who promoted their products during Valentine’s Day with sponsored ads* observed 174% higher sales and 242% higher detail page views.¹⁰

Advertisers observed 187% higher sales and 251% higher detail page views when promoting their products in the U.K. during Mother’s Day with sponsored ads*.¹¹

Advertisers observed 179% higher sales and 241% higher detail page views when promoting their products in the U.K. during Father’s Day with sponsored ads*.¹²

Advertisers saw an increase of 40 percentage points in sales and 38 percentage points in units sold using Sponsored Products during Amazon deal events in the UK, when compared to average category growth.¹³

Advertisers in the UK saw sales and units sold increase by 75 and 71 percentage points respectively when they used Sponsored Products during Christmas, compared to average category growth.¹⁴

Ready to advertise in the U.K.? Head to the next chapter for recommendations on how to engage shoppers with your ad campaigns.

^1,2,6,7 Consumer Lifestyles in the U.K., Passport, July 2022
³ Europa TGI Net Survey, Kantar, Great Britain, Q1 2023
^4,5,8,9 GWI Survey Data, UK, Q1–Q4 2022
¹⁰ Amazon internal data, FR, IT, ES, DE, UK, NL, Feb 1–14, 2022. Analysis built including two-week lead-up time to event and based on median campaign performance. Results are based on past observations and influenced by a variety of outside factors and may not be the sole result of any single or combination of Amazon Ads campaigns.
¹¹ Amazon internal data, UK, Mar 14–27, 2022. Analysis built including two-week lead-up time to event.
¹² Amazon internal data, UK, Jun 6–19 2022. Analysis built including two-week lead-up time to event.
¹³Amazon internal data, UK. Post period: 7/10/2022 to 7/16/2022 + 11/20/2022 to 12/3/2022. Pre Period: 7/3/2022 to 7/9/2022 + 11/6/2022 to 11/19/2022. Increase calculated as (growth of Sponsored Products advertisers during deal events as compared to same time period before) minus (average growth of categories during the deal events as compared to same time period before). Amazon deal events are a combination of Prime Day and Black Friday/Cyber Monday. Only sellers who spent at least $1 during the Amazon deal events were considered as a part of the analysis.
¹⁴Amazon internal data, UK. Post period: 12/4/2022 to 12/31/2022. Pre Period: 11/6/2022 to 12/3/2022. Increase calculated as (growth of SP advertisers during deal events as compared to same time period before) – (average growth of categories during the deal events as compared to same time period before). Only sellers who spent at least $1 during Christmas (04 Dec 2022 to 31 Dec 2022) were considered as a part of the analysis
^* Sponsored ads: Sponsored Products, Sponsored Brands, or Sponsored Display vs. pre-campaign time frame. Note that insights are derived from vendor and seller ASINs combined without further breakdown, as consideration related metrics such as detailed page view (DPV) cannot be split by seller type. Please use the insights as directional guidance.

How to engage shoppers in Europe with advertising

Chapter 6

Now that you know more about your audiences, try these recommendations to help you reach shoppers in European countries with your ads and drive sales.

Selecting products to advertise:

If you need help selecting which products to advertise in Europe, use the suggested products filter when creating a Sponsored Products campaign, and we’ll tell you which of your products have the highest chance of being clicked on in that country.
Use the Brand Analytics feature in Seller Central to gain insight into the most popular keywords and shopping queries in countries in Europe. Then, launch ads in countries where products that are similar to yours are popular with shoppers.
Make small upgrades to your product detail pages to help increase the chances of your products getting clicked on by shoppers in Europe. This includes adding zoomable images; using a short, descriptive product title; including at least three bullet points in your product description; and adding A+ content.
Learn more ways to select which products to advertise and how to improve your product detail pages to increase your chance of making sales.

Advertisers saw an average uplift of 64% in sales one week after making at least 25% of their product images zoomable to products they advertise with sponsored ads.¹

Building an advertising strategy:

Create a Store in each European country to help grow awareness of your brand in the region. A Store can help connect shoppers to your brand’s story and drive shopping engagement.
Try Sponsored Products automatic targeting to get started quickly and help shoppers in Europe discover your products. With automatic targeting, we’ll match your ads to keywords and products.
When launching a campaign, set a daily budget that’s high enough to keep your ads showing for the entire day so you don’t miss out on potential sales. Our minimum recommended daily budget for France, Italy, Spain, and Germany is €10, and for the U.K., it’s £10.
For your bidding strategy, use dynamic bids (down only) to help control costs in real time by automatically reducing spend on clicks that are less likely to convert to sales.

If you're just getting started, I recommend creating a campaign with automatic targeting. It's extremely easy to set up, and you get real insights.
— Travis Marziani, founder, Better Nut Butter

Running international campaigns:

Boost visibility of your products and brand by advertising during local events, when shoppers are browsing for items. Use the holiday calendar to find regional shopping events in countries across Europe, and consider advertising for international events. If you’re opted into the European Expansion Accelerator, advertise your products in each of the countries you’re selling to help maximize your reach.
The ads console has tools that can help you advertise in multiple countries across Europe. Learn more about the tools and features that can help you with everything from managing campaigns, selecting keywords, and localizing your ad creative.
After you’ve launched ads in multiple countries, use this checklist for international ads to set up your campaigns for long-term success.
Don’t forget to consider taxes and regulatory fees when selling and advertising in Europe.

Here’s how you can learn more best practices before advertising in Europe.

¹ Amazon internal data, WW, Jul 1–Dec 31, 2022. This is based on past data and does not guarantee future performance.

Ready to get started?

Go to advertising.amazon.com to register or launch an ad campaign to start growing your sales in Europe.

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Get to know Amazon shoppers across Europe