Amazon FBA in Europe for sellers already running ads: worth it as a second channel?

Beatriz Martins · 2026-10-07

Costs

Amazon FBA (Fulfillment by Amazon) may seem appealing, but it’s crucial to understand the costs involved. The fee structure includes:

• Storage fee: ranges from €0.75 to €2.40 per cubic meter, depending on the time of year.
• Fulfillment fee: between €2.50 and €5.00 per item sold, depending on size and weight.
• Returns fee: around €3.00 per returned item.
• Shipping cost: can be high, especially if you don’t optimize shipping to Amazon fulfillment centers.

Estimate total costs at 15% to 30% of the selling price. Build a cost spreadsheet and figure out your break-even point.

Pan-eu

The Pan-European program lets you increase your visibility across Europe. With FBA Pan-EU, your products are automatically stored in fulfillment centers across multiple countries. This reduces delivery times and improves the customer experience.

However, be aware that storage fees vary across countries and can affect your profit margin. Assess whether you’re prepared to handle the complexity of logistics and local regulations.

Reviews

Reviews are essential for selling on Amazon. A product with good reviews tends to have a higher conversion rate. Start by investing in strategies to collect feedback, such as:

• Encourage buyers to leave reviews.
• Offer great post-purchase support.
• Monitor and respond to negative feedback quickly.

Use tools like FreeSpy to analyze competing products and understand how they manage their reviews.

Internal ads

Amazon’s internal ads (Sponsored Products and Sponsored Brands) are essential for increasing visibility. Set aside a specific budget for ads, starting at 10% to 15% of your expected revenue.

Test different campaigns and keywords. Track performance and adjust your bids as needed. Well-structured ads can significantly boost your sales.

Risk

As with any sales channel, FBA comes with risks. Consider:

• Dependence on Amazon: your revenue can be affected by changes to the platform’s policies or algorithms.
• Market saturation: popular products can face heavy competition.
• Stockout risk: running out of products can hurt your sales and reviews.

Do a risk analysis and develop strategies to mitigate these issues, such as diversifying suppliers and sales channels.

In conclusion, Amazon FBA can be a good second channel, but it takes planning. Are you prepared to take on these challenges? What percentage of your current revenue would you put toward investing in FBA?