Amazon is gearing up for a major expansion across Europe. The tech and e‑commerce giant expects to add 25,000 new employees in the coming years, on top of the 230,000 people it already employs across the continent.
Investment
To support that growth, Amazon will invest €10 billion in upgrading and expanding its European distribution network. The company plans to modernise fulfilment centres, streamline operations, and significantly increase its use of robotics. According to Amazon, automation will reduce heavy physical work for staff, allowing employees to focus more on tasks such as quality checks and process oversight.
A large part of the investment is aimed at strengthening Amazon’s same‑day delivery service. The company intends to open more locations this year where customers can receive their orders within hours. To achieve this, Amazon is rolling out micro‑distribution centres, small hubs placed close to residential areas and inner‑city neighbourhoods to speed up delivery times.
Growing Competition
Amazon’s expansion comes at a time when competition in Europe is heating up. Earlier this year, Chinese e‑commerce giant JD.com entered the market with Joybuy, a fast‑delivery service. JD.com is also attempting to acquire Ceconomy, the parent company of MediaMarkt, to strengthen its European presence. That deal is still under review in Brussels due to concerns about potential state aid.
In the Netherlands, Amazon has long been one of the dominant online retailers. Late last year, the company announced a €1.4 billion investment to better compete with bol.com, calling the Dutch market a key growth area. It remains unclear whether the newly announced European investments will also include the Netherlands.
@anp | NEWSBRAINPORT
