Despite the emergence of new competitors from the Asian market, Amazon still remains largely dominant in Italy, with around 35–36 million monthly users and a penetration rate of over 65% among the adult population. Numbers that represent a huge and consolidated customer base for sellers operating on the platform.
So much so that, in 2024, Amazon’s revenues in Italy exceeded 27 billion dollars, leaving all direct competitors far behind and confirming Italian consumers’ trust in the Seattle marketplace.
Amazon’s leadership is certainly not the result of chance or a sudden boom. For over twenty years, in fact, the U.S. company has built a system based on
- excellent customer service
- efficient logistics
- the guarantee of always finding what you are looking for.
A solid reputation that today represents an invaluable asset for sellers, who can benefit from the trust consumers place in the Amazon brand.
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The strength of the Amazon model: stability and reliability
While new competitors mainly focus on aggressive pricing and gamification strategies, Amazon holds its position thanks to a more mature and reliable business model. Amazon remains anchored to a model based on
- massive investments in warehouses
- distribution
- cloud servers
- the promise of fast and hassle-free deliveries
with an overall focus on the concept of “flawless convenience.”
An approach that offers sellers a stable and professional platform, where service quality and user experience are priorities and in which
- guarantee of fast deliveries
- always-available customer service
- system reliability
are in fact competitive advantages that new entrants can hardly replicate in the short term.
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Opportunities in this market phase
The arrival of Chinese platforms, paradoxically, can represent an opportunity for the most strategic and forward-looking Amazon sellers. While AliExpress and Temu focus mainly on digitalized system efficiency and interaction scalability, Amazon continues to stand out for quality and service. And sellers who know how to capitalize on these strengths will be able to stand out in a supercompetitive market.
The growing consumer focus on product quality and safety, especially in light of investigations by authorities into Chinese marketplaces, also provides room for Amazon sellers to position themselves as reliable and certified alternatives. Those who operate on Amazon can benefit from the platform’s high standards in terms of quality control and consumer protection.
Regulatory challenges for competitors: an advantage for Amazon
In 2025 the European Commission launched a formal investigation into Shein, which risks heavy penalties for alleged violations in consumer protection. Temu is also facing issues related to compliance with the Digital Services Act. The regulatory difficulties of competitors highlight the advantages of operating on a consolidated platform like Amazon that complies with European regulations.
Amazon sellers can in fact rely on a system that meets the quality and safety standards required by European authorities, avoiding the reputational and legal risks that are emerging for other marketplaces. Regulatory compliance is today a significant added value in the long term.
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The future belongs to those who can adapt while maintaining quality
The e-commerce market is therefore experiencing a phase of profound transformation. But this does not necessarily mean a threat to Amazon sellers (on the contrary). The challenge is indeed open and without exclusion of blows. What is certain, however, is that for consumers the e-commerce offer has never been so abundant. In this scenario, sellers who know how to combine the advantages of the Amazon platform with innovative strategies will have the best chances of success.
Diversification of the offer and increased competition can push Amazon sellers to continuously improve their value proposition, innovate in products and in their customer approach. Those who interpret this moment as an opportunity for growth and improvement, rather than as a threat, will be able to emerge victorious in a constantly evolving market.
Therefore, despite the emergence of new players, we believe that Amazon will maintain a solid leadership position in the Italian e-commerce market. For sellers, little changes in terms of approach. It is necessary to
- continue to operate on the platform with the highest traffic, the greatest consumer trust and the highest quality standards
- leverage structural advantages
- keep strong focus on quality, service and innovation.
Elements that have always distinguished the success of the best Amazon sellers, and which will be just as relevant in the future.
