Amazon is stepping up its game in the Netherlands with an ambitious €1.4 billion ($1.6 billion) investment plan set to roll out from 2025 to 2027. This significant financial commitment marks the company’s largest investment in the country since its operations began in 2020.
The announcement was made at a celebratory event in The Hague marking the five-year anniversary of Amazon’s presence in the Netherlands. Eva Faict, the Country Manager for Amazon Belgium and the Netherlands, highlighted that the new funds will bolster both Amazon Web Services (AWS) and retail operations, focusing on enhancing infrastructure and technological advancements.
With over 1,000 people currently employed across offices in Amsterdam and Den Haag, Amazon’s expansion will not only create jobs but is also expected to further support the growing community of Dutch small and medium businesses. Presently, more than 4,500 local businesses utilize Amazon’s platform, with an impressive 90% of these reaching international markets spanning 170 countries.
Empowering Dutch Entrepreneurs
This investment isn’t just about numbers; it represents a deeper commitment to empowering Dutch entrepreneurs. With over 60% of all products sold on Amazon.nl coming from third-party sellers, the infrastructure improvements will enable these businesses to thrive and expand their reach.
More than three-quarters of Dutch businesses leveraging Amazon export to other EU member states, with popular destinations including Germany, France, and the United States. Amazon’s platform provides not only a robust sales channel but also critical logistics solutions and marketing tools that help facilitate growth.
Through AWS, entrepreneurs gain access to cloud and data solutions designed to enhance productivity, foster innovation, and harness artificial intelligence capabilities. This investment positions Amazon as a vital partner in the growth journey of many Dutch enterprises.
Economic Ripple Effect
Amazon’s upcoming investment is projected to create a substantial economic impact, with independent research from Keystone Strategy estimating that previous investments supported over 2,000 indirect jobs in 2024 alone. Moreover, it contributed more than €200 million to the Netherlands GDP, with a cumulative impact exceeding €1 billion since 2013.
While Amazon continues to grow, it faces strong competition in the Dutch market, particularly from Bol.com, a subsidiary of retail giant Ahold Delhaize. However, the company’s recent investments in both the Netherlands and an earlier $1.16 billion commitment to Belgium showcase its intent to innovate and enhance customer service.
Faict emphasized that these investments are partly targeted at developing artificial intelligence capabilities for entrepreneurs, reinforcing the idea that the Netherlands is a critical market for Amazon’s long-term growth strategy.
As Amazon doubles down on its efforts, it sends a clear message regarding its commitment to innovation, customer experience, and support for local businesses, underscoring the Netherlands’ potential as a powerhouse in the European tech landscape.
