European Marketplace Fulfilment in 2025: What Warehouses Need to Know

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European Marketplace Fulfilment in 2025: What Warehouses Need to Know

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 warehouses and 3PLs.

Seller Fulfilled Prime: Flexibility with High Standards

Seller Fulfilled Prime (SFP) is now firmly establishes in the UK and EU, offering sellers the prized Prime badge while allowing them to ship directly from their own warehouses. 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 warehouse processes and reliable integration with Amazon’s systems.

Amazon Shipping: More Choices for UK and EU Sellers

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. Sellers can arrange parcel pickup directly from their warehouses, access competitive rates, and benefit from Amazon’s established logistics network. While international delivery from the UK isn’t available yet, Amazon Shipping is becoming an increasingly practical option for domestic fulfilment and multi-channel selling.

Amazon Easy Ship: A Unique Integration for Domestic Fulfilment in Europe

Amazon Easy Ship is designed for domestic shipping within select European markets, including Poland and the Netherlands. Helm WMS stands out as the only UK provider to offer direct integration with Amazon Easy Ship for sellers operating in these regions. This integration allows sellers to automate label generation, sync orders, and comply with local delivery standards for orders placed and delivered within the same country. For businesses expanding into new European territories, Helm’s Easy Ship integration streamlines domestic fulfilment, helping sellers 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 warehouses, this means rising expectations for speed, accuracy, and compliance: Prime-level service is quickly becoming the norm, not the exception.

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 sellers now blend FBA with SFP, Amazon Shipping, and Easy Ship integrations, balancing speed and reach with cost control and inventory flexibility.

What Warehouses 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 warehouse management systems 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.

Conclusion

European marketplace fulfilment in 2025 is more interconnected and demanding than ever. Warehouses that embrace flexible, automated solutions and keep pace with Amazon’s evolving programmes – including exclusive integrations like Helm’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.

European Marketplace Fulfilment in 2025: What Warehouses Need to Know