Amazon is expanding the marketplace requirements attached to its Pan-European Fulfillment by Amazon program, bringing the Netherlands and Belgium more firmly into its cross-border e-commerce network.
Starting September 3, 2026, all Pan-European FBA products, both new and existing, must have an active offer in the Netherlands. From February 26, 2027, sellers enrolling products in Pan-EU FBA will also need an active offer in Belgium.
The change means sellers using Amazon’s European fulfillment infrastructure will increasingly need to make their products available across a wider group of national marketplaces.
For international sellers, that creates an opportunity to reach more customers. However, expanding a catalog across Europe involves more than moving inventory efficiently.
Pan-European FBA allows third-party sellers to use Amazon’s European logistics network to fulfill orders across borders.
Existing requirements already include active offers in Germany, France, Italy, and Spain. Since mid-2025, newly added products have also needed an offer on Amazon.nl.
Amazon is now extending the Dutch requirement to all new and existing Pan-EU FBA products.
Belgium will follow next year, although the wording is slightly different. From February 26, 2027, an active Belgian offer will be required when products are enrolled in Pan-EU FBA.
Amazon says sellers can use the expansion to reach additional customers and potentially save on fulfillment fees.
Importantly, participation does not currently require sellers to store inventory in either the Netherlands or Belgium.
Amazon has outlined several situations where sellers may qualify for temporary or permanent exemptions.
These include products that are restricted or cannot legally be sold in the Netherlands or Belgium, as well as products that do not comply with local language labeling or packaging requirements.
An exemption may also apply if a seller’s account is temporarily deactivated in the relevant marketplace or if the product does not yet have a product detail page there.
The last point is particularly important. Sellers are not being required to create a new Amazon product detail page themselves simply to satisfy the Pan-EU FBA requirement. Nevertheless, the expansion increases the number of markets sellers need to consider when managing European catalogs.
Amazon’s change is primarily a fulfillment and marketplace policy change, but it also highlights a broader challenge in European e-commerce. As sellers expand across markets, they need consistent product identifiers, specifications, images, descriptions, and localized information across every channel. Managing this manually becomes difficult for large catalogs.
Standardized product information and syndication help businesses maintain accurate, reusable product content across countries and marketplaces without rebuilding the catalog for each destination.
The policy is also likely to affect shoppers. Amazon launched its dedicated Dutch marketplace in 2020 and its Belgian marketplace in 2022. In both countries, Amazon remains behind local market leader Bol.
Requiring more Pan-EU FBA sellers to activate offers in these markets should increase the international assortment available to Dutch and Belgian customers.
This comes as Bol is also expanding its own assortment by recruiting international selling partners, including merchants from outside the European Union.
Competition in these markets is therefore increasingly about more than attracting domestic sellers. Marketplaces are using international merchant networks to broaden the range of products available to local customers.
Amazon’s latest Pan-EU FBA requirements show how national e-commerce markets are becoming more closely connected through shared marketplace and fulfillment infrastructure.
For sellers, this can reduce some operational barriers to international expansion. Inventory does not necessarily need to be duplicated in every country, while Amazon handles much of the fulfillment process.
However, the commercial side still needs to keep pace. Products must be eligible for each market, correctly identified, accurately described, and supported by the appropriate local information. As marketplaces connect more European countries through a common logistics infrastructure, catalog management becomes increasingly international.
Cross-border e-commerce therefore depends on two flows working together: physical products moving efficiently through fulfillment networks and accurate product information moving just as efficiently between digital channels.
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