Amazon(US:AMZN) Xin Lang Cai Jing·2025-12-02 15:39Core Viewpoint - Amazon is reducing fees for European sellers to compete with low-cost e-commerce platforms like Shein and Temu, marking one of its largest fee reduction initiatives in history [1][3]. Group 1: Fee Reductions - For clothing and accessories priced at or below 15 euros (approximately 17.41 USD) or 15 pounds (approximately 19.79 USD), Amazon will lower the sales commission from 7% to 5% [1][3]. - For items priced between 15 to 20 euros or 15 to 20 pounds, the sales commission will decrease from 15% to 10% [1][3]. - Starting February 1, for home goods priced at or below 20 euros or 20 pounds, the sales commission will be reduced from 15% to 8% [2][4]. Group 2: Competitive Landscape - Shein charges a 10% sales commission for EU sellers and 12.24% for UK sellers, with new sellers enjoying a 30-day zero commission offer [1][3]. - Shein's pricing strategy includes items like tops for 3 euros and jeans for as low as 8.20 euros, capturing market share from European fast fashion retailers [1][3]. Group 3: Delivery Fee Reductions - Starting December 15, Amazon will reduce average package delivery fees by 0.32 euros or 0.26 pounds across Germany, France, Italy, Spain, and the UK [5]. Group 4: Market Growth - The European e-commerce market is projected to grow by 7% this year, reaching 900 billion euros, with Amazon remaining the dominant platform in Germany, France, and other European countries [2][4].