19th August, 2025
European Marketplace Fulfilment in 2025: What Retailers Need to Know with Voila
The pace of change in European eCommerce logistics is relentless. In 2025, Amazon continues to reshape fulfilment with expanded programmes, new technology investments, and stricter service standards – making seamless integration and operational agility more important than ever for retailers and fulfilment partners. Voila’s delivery management platform is built to help businesses adapt quickly, connect sales channels, and streamline last-mile operations across Europe.
Seller Fulfilled Prime: Flexibility with High Standards
Seller Fulfilled Prime (SFP) is now firmly established in the UK and EU, offering sellers the prized Prime badge while allowing them to ship directly from their own facilities. The benefits are clear: greater control over inventory, the ability to list products unsuited to FBA, and access to Amazon’s loyal Prime customer base.
But SFP comes with demanding requirements. Sellers must:
Maintain a 99%+ on-time shipping rate
Keep order cancellations below 0.5%
Use Amazon Buy Shipping Services for at least 98% of orders
Deliver with Amazon-approved carriers
Agree to Amazon’s returns policy and let Amazon handle customer service
A successful trial period is mandatory before the Prime badge is activated. There are no extra fees for SFP, but meeting Amazon’s operational standards requires robust processes and reliable integration with Amazon’s systems. Voila’s API-driven platform helps retailers automate shipping, manage carrier selection, and keep performance on track.
Amazon Shipping: More Choices for UK and EU Retailers
Amazon Shipping continues to expand in the UK, France, Italy, and Spain, providing next-day and two-day delivery options for both Amazon and non-Amazon sales channels. Retailers can arrange parcel pickup from their stores or warehouses, access competitive rates, and benefit from Amazon’s logistics network. While international delivery from the UK isn’t available yet, Amazon Shipping is becoming a practical option for domestic fulfilment and multi-channel selling. Voila’s carrier management makes it simple to compare rates, automate bookings, and sync tracking data across all channels.
Amazon Easy Ship: Streamlined Domestic Fulfilment in Europe
Amazon Easy Ship is designed for domestic shipping within select European markets, including Poland and the Netherlands. In the UK, Easy Ship operates on an invite-only basis, so access is limited to retailers who have been specifically selected by Amazon. Voila supports direct integration for retailers operating in these regions, allowing automated label generation, order syncing, and compliance with local delivery standards. For businesses expanding into new European territories, Voila’s Easy Ship integration streamlines domestic fulfilment, helping retailers meet marketplace expectations and improve operational efficiency.
Robotics, Automation, and AI: The €700 Million Push
Amazon’s investment of over €700 million in robotics and AI-powered technology across Europe is transforming fulfilment centres, delivery stations, and packaging lines. Automated sorting, real-time tracking, and bespoke packaging are now standard features, driving faster handling and reduced waste. For retailers, this means rising expectations for speed, accuracy, and compliance: Prime-level service is quickly becoming the norm. Voila’s automation tools help retailers keep pace, eliminating manual workflows and errors.
Pan-European FBA: Fast Prime Delivery, Complex Compliance
Pan-European FBA remains a powerful option for sellers aiming for continent-wide Prime delivery. By distributing inventory across Amazon’s EU fulfilment centres, sellers can offer quick delivery to multiple markets. However, this model requires VAT registration and compliance in every country where inventory is stored, alongside quarterly fee reviews and management of cross-border returns.
Many retailers now blend FBA with SFP, Amazon Shipping, and Easy Ship integrations, balancing speed and reach with cost control and inventory flexibility. Voila’s platform supports multi-channel shipping strategies, making it easier to adapt as requirements change.
What Retailers Should Do Next
Audit your fulfilment mix: Consider which products and orders are best suited for FBA, SFP, Amazon Shipping, or Easy Ship based on demand, margin, and compliance needs.
Automate processes: Use integrated delivery management platforms like Voila to trigger shipping, print labels, and upload tracking data in real-time; manual workflows are increasingly risky.
Stay informed: Fee structures, service levels, and carrier coverage can change quickly. Regularly review Amazon’s official resources to ensure compliance.
Plan for growth: As automation and marketplace standards rise, invest in technology and training to keep your operation competitive.
Further Reading and Official Sources
For the latest details, requirements, and programme updates, see:
Conclusion
European marketplace fulfilment in 2025 is more interconnected and demanding than ever. Retailers that embrace flexible, automated solutions and keep pace with Amazon’s evolving programmes – including exclusive integrations like Voila’s support for Amazon Easy Ship in Poland and the Netherlands – will be best positioned to deliver for customers and stay ahead in a fast-moving sector.
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