How do we form opinions about the companies that play a part in our daily lives? Mostly from headlines, anecdotes or personal experience. Rarely do we pause to ask whether those impressions rest on complete information. So here is my proposition: the scale of what we are building in Europe creates obligations that go far beyond fast delivery, and we should be judged on whether we meet them. What follows are the figures that will let you decide for yourself — and what we believe it will take to keep building together.
Investing in European entrepreneurs and local communities
Recently, we announced something that made me proud. In 2025, we invested more than €40 billion in the European Union – Amazon’s largest annual commitment. That figure is not merely a line on a balance sheet. It translates into over 1 million jobs supported across the EU, 150,000 of which are employees spread across 21 EU member states. A further 350,000 positions have been created by the more than 100,000 European small businesses and entrepreneurs selling through our stores.
But the numbers I love most are the ones that tell individual stories. A family-run olive oil producer in Puglia, Italy, close to where I grew up, who once sold exclusively at the local weekend market now ships across borders. A craft candle maker in the Scottish Highlands reaching customers in Berlin. These are livelihoods, communities and families whose trajectories changed because a digital storefront removed the barriers that geography once imposed. With scale like this comes responsibility: deliver faster, safer and better.
