TLDR
- Amazon plans to invest €1.4 billion ($1.63 billion) in the Netherlands over the next three years
- The investment will focus on expanding cloud operations, logistics, and AI capabilities for sellers
- This marks Amazon’s largest investment in the Dutch market since launching operations there in 2020
- Amazon currently has around 1,000 employees in the Netherlands and trails market leader Bol.com in online sales
- The announcement comes days before Amazon reports Q3 2025 earnings on Thursday, October 30
Amazon announced plans to invest €1.4 billion ($1.63 billion) in the Netherlands over the next three years. The company made the announcement during Amazon Netherlands’ anniversary congress in The Hague.
The investment represents Amazon’s largest commitment to the Dutch market since launching operations there in 2020. Amazon stock rose nearly 2% in pre-market trading on Monday following the news.
Eva Faict, Amazon’s head for Belgium and the Netherlands, said the funds will expand cloud and logistics operations in the region. The investment also aims to provide customers with lower prices, wider product selection, and faster delivery options.
A portion of the investment will develop artificial intelligence capabilities for entrepreneurs selling products on Amazon’s platform. Faict explained that more than 60% of all products sold on Amazon.nl come from third-party sellers.
“We not only provide entrepreneurs with a sales channel but also support them with logistics solutions, marketing tools, and export opportunities,” Faict said. Dutch small and medium-sized businesses will benefit from these enhanced tools and services.
Investment Targets Growing Market
Amazon currently employs around 1,000 people in the Netherlands. The company’s online sales in the Dutch market trail behind Bol.com, which is owned by retail firm Ahold Delhaize.
Faict described the Netherlands as an important growth market for Amazon. The investments will allow the company to better serve customers and improve its services across the board.
The Dutch expansion aligns with Amazon’s broader European strategy. Last year, the company reportedly invested 55 billion euros in the European economy.
AWS and AI Focus Ahead of Earnings
Amazon faces competition in the Netherlands from local players Bol and Coolblue. The investment will strengthen Amazon Web Services’ network across Europe as competition intensifies in the region.
The timing of the announcement comes just days before Amazon reports third-quarter 2025 earnings. The company will release results after the market closes on Thursday, October 30.
Investors will watch closely for updates on AWS performance and AI investments. Q4 sales guidance and e-commerce segment performance will also be key focus areas.
Amazon stock has gained 24% over the past six months. Year-to-date, the stock is up 2.20%.
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