Amazon Belgium opens to global sellers with 24 product categories

Recently, Amazon announced the addition of a new site in Belgium and opened registration to global sellers. The website of Amazon Belgium is: Amazon.com.be. So far, Amazon has opened sites in 9 countries in Europe, namely: France, the United Kingdom, Italy, Spain, Poland, Sweden, the Netherlands, and Belgium.

Public data shows that Belgium has a population of about 11.66 million, making it one of the most densely populated countries in Europe. Its GDP in 2021 was US$599.8 billion, a year-on-year increase of 6.2%. Its per capita GDP reached US$52,000 in 2021. In terms of Internet penetration, more than 90% of Belgian households have Internet access, and the number of people using the Internet has reached 92%. In 2021, total online consumption reached 12.1 billion euros, with an annual growth rate 10% higher than that of Europe as a whole.

In addition, Belgium has a complete infrastructure of ports, canals, railways and roads. Neighboring Germany and France are both major European economies. Therefore, Belgium's e-commerce environment has unique advantages.

How to enter the Amazon Belgium site? Amazon has already given an answer: If the seller already has a European Amazon joint account ( an account that can sell products on 8 other Amazon European sites at the same time), there is no need to create a separate seller account for Amazon.com.be. Amazon.com.be will automatically appear in the seller account. Click the drop-down menu to see the Belgian site.

There are 24 types of products that can be sold on Amazon Belgium . The specific product categories are shown in the following table:

  There are rich categories of products available for sale, covering clothing, maternal and child products, beauty and cosmetics, kitchen and home, consumer electronics, office supplies, toys and games, etc.

Like other Amazon stores, most products on the Belgian site can be posted without Amazon’s approval. However, all categories on Amazon.com.be only allow the posting of products in new condition. Currently, second-hand products, collectibles or refurbished products are not allowed.

In terms of logistics, Amazon Logistics (FBA) services can be used in Belgium , but since there are currently no Amazon FBA warehouses in Belgium, the demand will temporarily be met by the FBA warehouses of Amazon Germany and France.

In terms of VAT, there are two situations: the first is that the seller's company is established outside the EU. Regardless of whether it uses Amazon's logistics services or self-delivery, there is currently no Amazon logistics warehouse in Belgium. Unless the seller stores the goods locally in Belgium, there is currently no need to register a VAT number in Belgium.

Secondly, if the seller's company is established in the EU and does not store goods in Belgium, if the sales exceed the new EU-wide distance selling threshold of €10,000, you may need to register for a local VAT number, unless the seller chooses a one-stop service in the EU e-commerce VAT package.

In fact, in June 2022, Amazon announced that it would open new sites in five countries, namely Belgium, Nigeria, South Africa, Chile, and Colombia. The Colombian and South African sites are expected to be launched in February 2023, while the Chilean and Nigerian sites will be launched in April 2023. Except for Belgium, which is in Europe, the other four countries are mainly distributed in Africa and South America.

As Amazon adds sites in new countries, not only will the local e-commerce landscape change, but sellers will also have new market opportunities.

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