Amazon's Commitment to Europe: Investment, Innovation, and Trust

How do we form opinions about the companies that play a part in our daily lives? Mostly from headlines, anecdotes or personal experience. Rarely do we pause to ask whether those impressions rest on complete information. So here is my proposition: the scale of what we are building in Europe creates obligations that go far beyond fast delivery, and we should be judged on whether we meet them. What follows are the figures that will let you decide for yourself — and what we believe it will take to keep building together.

Investing in European entrepreneurs and local communities

Recently, we announced something that made me proud. In 2025, we invested more than €40 billion in the European Union – Amazon’s largest annual commitment. That figure is not merely a line on a balance sheet. It translates into over 1 million jobs supported across the EU, 150,000 of which are employees spread across 21 EU member states. A further 350,000 positions have been created by the more than 100,000 European small businesses and entrepreneurs selling through our stores.

But the numbers I love most are the ones that tell individual stories. A family-run olive oil producer in Puglia, Italy, close to where I grew up, who once sold exclusively at the local weekend market now ships across borders. A craft candle maker in the Scottish Highlands reaching customers in Berlin. These are livelihoods, communities and families whose trajectories changed because a digital storefront removed the barriers that geography once imposed. With scale like this comes responsibility: deliver faster, safer and better.

Europe’s economic future depends on attracting and maintaining committed partners. I believe this can be supported through a simplified and harmonized regulatory environment, one that lowers the cost of doing business and encourages cross-border growth and innovation for large and small players alike.

Innovating with AI

Shopping begins with a conversation. Artificial intelligence (AI) personalizes search results, predicts demand to position stock closer to customers and flags suspicious seller behavior in real time — a fundamental shift from static catalog to intelligent, adaptive experience.

This is not innovation for its own sake. When Rufus, our shopping assistant, lets a customer describe what they want in natural language, that directly serves the EU’s consumer empowerment agenda. When AI helps a small business in Łódź or Lyon write a product listing or manage inventory, it is industrial policy in practice — putting sophisticated technology in the hands of those who previously couldn’t access it. When operational AI improves our fulfillment network in real time, it reduces costs and emissions together.

Amazon Lens extends this further, letting customers search by image, screenshot or barcode — lowering barriers for the many consumers who find text-based interfaces a poor fit. The strategic point is simple: AI enables personalization at scale. That is precisely the kind of high-value digital capability Europe should be producing and exporting. .

Later this year, we are launching Add to Delivery across Europe. Prime members can add items to an upcoming shipment in two clicks, at no extra cost. An intuitive feature, but emblematic of a broader principle: technology should reduce friction, not create it. The appetite for AI leadership in Europe is real. But appetite requires the right conditions. The regulations being written today will determine whether European AI deployment accelerates or stalls. I would encourage policymakers to treat industry as a partner in getting implementation right, not merely a subject of it. The continent’s competitiveness depends on that distinction.

Building trust together

Investment without accountability is merely spending. Every retailer faces a fundamental tension: scale can unfortunately invite bad actors. So let me share what we are doing about it.

On counterfeiting, our Counterfeit Crimes Unit, made up of former prosecutors, investigators and data analysts, has pursued more than 24,000 bad actors through criminal referrals and civil litigation since 2020. Our proactive controls block over 99 percent of suspected counterfeit listings before a customer ever sees them. That is not a claim I make lightly; it represents thousands of people working around the clock.

On fake reviews, machine-learning models, expert investigators, and legal action combine to identify and remove fraudulent content. In 2024, we reported over 1.5 million abusive posts and accounts across social media platforms used to coordinate review manipulation and co-founded the Coalition for Trusted Reviews alongside Booking.com, Tripadvisor and others, as we recognized that this issue requires collective action.

On impersonation scams, we took down more than 55,000 phishing websites and 12,000 phone numbers in 2024 alone. These represent continuous, systematic investment in keeping people safe.

We also partner regularly with policymakers to raise industry standards. Amazon was a founding signatory of the EU Product Safety Pledge in 2018 and the Consumer Rights Pledge in 2023, where we report qualitative and quantitative data to the European Commission because accountability builds trust. These voluntary commitments, developed collaboratively with the Commission, can raise the bar while informing proportionate, future-proof legislation, as we saw with the Digital Services Act and the General Product Safety Regulation. But I want to be candid: voluntary commitments alone cannot solve structural problems. Today, enforcement capacity varies enormously between EU countries. Some authorities are well-resourced and proactive; others lack the tools to keep pace. The result is fragmentation, not fairness. We would welcome three things from the Commission. First, a new vision for enforcement that is smart, technology-neutral and built on public-private data-sharing. Second, regulatory coherence, ensuring the upcoming Digital Fairness Act and CPC Regulation revision embed uniform enforcement and consistent application across the EU. And third, clear rules on responsibilities along the product value chain, with each actor playing a proportionate role in ensuring product compliance and leveraging the Digital Product Passport to scale compliance checks.

The commitment ahead

The reason these investments exist, the reason our counterfeit teams work around the clock, the reason the delivery network keeps expanding into smaller towns, is you — your experience, your confidence, your time. Every euro invested, every scam blocked, every delivery window added serves that single purpose. We are not done. I believe the best chapters are still ahead.

I want you to know that we will keep advocating with policymakers on your behalf — pushing for simpler rules, consistent enforcement, and a level playing field that protects European-based retailers and the small businesses we love. Europe deserves nothing less.