Amazon’s Fee Shift: Big Win for EU Apparel Brands
Amazon has recently implemented a significant change to its fee structure in Europe and the UK that could substantially benefit apparel brands...
As a leading global marketplace marketing agency, we are passionate about expanding brands into regions worldwide. This series, "Success Across Key European Markets," will explore in depth five different countries and the various aspects that will help drive success in those specific markets.
We have broken our analysis out into three different categories for every market: Brand Positioning, Media Considerations, and Shipping & Logistics. Each market will be benchmarked against the UK for a consistent point of reference.
Stay tuned for the coming markets, as we are eager to help you unlock growth worldwide.
First up, France!
We are defining "brand positioning" as anything under the umbrella of market fit, trust, and customer expectations.
Amazon.fr is one of the more complicated propositions for brands looking to expand their reach throughout Europe. On the one hand, it’s a mature and well-developed market - the leading retailer in the country - while on the other, it can be a challenging place to launch and grow, lagging behind the UK and Germany as one of Amazon’s European powerhouses. French consumer behavior that can often lean towards more traditional retail avenues means brands need to make their products work harder to get seen and purchased, but for the right brands with the right approach, the rewards justify the effort. Podean has deep experience across multiple product categories, helping brands to understand the French market and landscape, and building and executing strategies for sustainable growth.
We are defining "marketplace media considerations" as anything under the umbrella of advertising and marketing tools, including language and ad performance.
Managing Amazon campaigns across France requires more than just translation—it demands a deep understanding of each market’s language, media landscape, consumer preferences, and cultural context. Strategies that perform well in the UK often fall flat in France if simply replicated. Podean’s experienced media team specializes in building market-specific, full-funnel strategies that drive real, sustainable growth. From targeting and creative to compliance and execution, we help brands win where it matters most.
We are defining "retail logistics" as anything under the umbrella of fulfillment, customs, delivery expectations, and returns.
Expanding into France brings tremendous opportunity—but also significant logistical and regulatory complexity, especially in the post-Brexit landscape. The UK and France operate under very different fulfillment and compliance models, requiring brands to adapt their approach for each. Podean has helped brands of all sizes navigate these challenges with tailored, business-first solutions—from optimizing FBA strategies to managing customs, VAT, and cross-border shipping. Whether entering France alone or scaling across the continent, we help ensure your Amazon logistics work for your growth, not against it.
The Podean Intelligence team breaks down the market, top categories and brands, preferred product attributes additional areas of growth opportunity.
Podean has deep experience helping brands expand into France, whether as an extension of a broader European strategy or as a focused standalone market entry. We begin by assessing each brand’s unique opportunity, developing a clear understanding of the market landscape, consumer dynamics, and category nuances. From there, we build a tailored, step-by-step plan for sustainable growth, covering everything from operational infrastructure to localized content and full-funnel media strategy.
Reach out to Podean Consulting to unlock your Amazon.fr potential: https://podean.com/consulting
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