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.
Next up, Italy!
We are defining "brand positioning" as anything under the umbrella of market fit, trust, and customer expectations.
Italy is a place where brand and heritage matters, and while Amazon is hardly awash with the likes of Ferrari, Gucci, Versace and Panerai, growing a brand on the platform is essential for success. Which isn’t to say you need to be Italian, or have decades of history to lean on - good products that convey quality, at the right price, have every chance of success in a market showing really promising growth. Podean can help you understand the landscape and build a story and strategy to position your brand for success. Forza!
We are defining "marketplace media considerations" as anything under the umbrella of advertising and marketing tools, including language and ad performance.
There are no easy wins on Amazon these days, but some markets are less daunting than others. Italy may be one of those, at least when it comes to media - competition and CPCs are typically lower than European behemoths the UK and Germany, and while the opportunity is smaller, too, it’s a place where media can have real impact and stimulate exciting growth. Podean’s expert European media team can help identify the opportunities where brands and campaigns can really take off.
We are defining "retail logistics" as anything under the umbrella of fulfillment, customs, delivery expectations, and returns.
Fulfillment Options: UK FBA is dependable but restricted post-Brexit; FBA Italy is integrated into Amazon’s EU network (Pan-EU FBA supported).
Customs & Duties: In the UK, imports require customs clearance and VAT registration. Italy follows EU VAT rules; OSS registration can simplify tax reporting.
Delivery Expectations: UK shoppers expect fast Prime delivery within 1–2 days; Italian buyers tolerate 2–4 day delivery but still value reliability.
Returns: Free and effortless returns are standard in the UK, but in Italy return rates are lower; Italians prefer contacting sellers before returning items.
For most non-Italian brands looking to sell throughout Europe, Italy is unlikely to be the first port of call. Other European markets are bigger, more mature, or operate in English language, but Italy’s status as one of Amazon EU’s more dynamic recent markets makes it an interesting proposition. It’s also a relatively uncomplicated bolt-on for brands selling throughout the region, with a variety of FBA options to choose from. Podean can help you navigate the best way to sell and ship throughout Europe, and the shipping programmes that work - plus those that don’t.
The Podean Intelligence team breaks down the market, top categories and brands, preferred product attributes additional areas of growth opportunity.
eCommerce estimated spend (GMV)
ECOMMERCE PENETRATION RATE
AMAZON IN ITALY (amazon.it)
Italy has been one of Amazon’s post-pandemic success stories, riding the wave of increased e-commerce adoption. Though lacking the maturity and scale of the UK, Germany and - to a lesser extent - France, Italy is a market where the right brands with the right products can really make an impact. Podean has helped a large number of brands to build strategic platforms that enable them to capitalise on the opportunity for growth.
Reach out to Podean Consulting to unlock your Amazon.es potential: https://podean.com/consulting