Amazon to Invest €1.4 B in Netherlands, Strengthening EU Expansion and AI Tools

Amazon plans to invest €1.4 billion (about $1.63 billion) in the Netherlands over the next three years, according to Dutch daily FD. 

The investment marks Amazon’s largest committed expansion in the Dutch market since launching there in 2020. The company currently employs around 1,000 people in the country. 

The funds will support service improvements, logistics expansion and development of AI tools for entrepreneurs who sell products on Amazon’s platform. 

Although the Netherlands remains a growth target, Amazon’s online sales still lag behind home-grown leader Bol.com, highlighting the challenge it faces in the market. 

This move is part of a broader strategy across Europe. Earlier in October, Amazon announced a separate investment of $1.16 billion in Belgium. 

Overall, the investment underscores Amazon’s push to expand its footprint in Western Europe, boost technology development and support sellers, even as competitive pressures mount in the region.