Amazon.it: Italy's largest marketplace
Amazon.it dominates Italian e-commerce with over 500 million monthly visits. For sellers looking to reach Italian consumers, it offers unparalleled reach and a sophisticated logistics network. Whether you are an established brand or a new seller, Amazon.it provides the infrastructure to scale quickly in one of Europe's largest consumer markets.
Account types and fees
Amazon offers two seller plans. The Individual plan charges 0.99 euros per item sold plus category commissions, suitable for sellers with fewer than 40 monthly sales. The Professional plan costs 39 euros per month (ex VAT) with no per-item fee, plus access to advertising tools (Sponsored Products, Sponsored Brands), advanced analytics, bulk listing capabilities and the ability to sell in restricted categories. For serious sellers, the Professional plan pays for itself above 40 sales per month.
Listing optimization for the Italian market
- Titles: Use Italian keywords naturally. Include brand, key features, size/quantity. Maximum 200 characters. Research Italian search terms rather than translating from English
- Images: Minimum 6 professional photos on white background, 1000x1000px minimum for zoom functionality. Include lifestyle images showing the product in use
- Bullet points: 5 concise benefit-focused points in native Italian, highlighting what matters to Italian consumers
- A+ Content: Enhanced brand content with comparison charts, lifestyle images and detailed descriptions. Available to brand-registered sellers
- Backend keywords: Hidden search terms to capture additional traffic, including common Italian misspellings and regional variations
Fulfillment by Amazon (FBA) in Italy
Amazon operates multiple fulfillment centers across Italy, including locations in Castel San Giovanni (Piacenza), Torrazza Piemonte, Vercelli and Colleferro (Rome). Using FBA qualifies your products for Prime delivery, handles customer service and returns in Italian, and significantly improves your Buy Box eligibility. Storage fees are approximately 26 euros per cubic meter per month, with fulfillment fees starting at 2.70 euros per standard item. During Q4 peak season, storage fees increase, so inventory planning is critical.
E-invoicing compliance
Sellers operating through Amazon.it must comply with Italy's mandatory electronic invoicing system. All B2B invoices must be transmitted through the Sistema di Interscambio (SdI) in FatturaPA XML format. Amazon provides sales reports that can be integrated with e-invoicing software to automate this process.
Key success factors
Italian consumers expect excellent customer service, fast delivery and hassle-free returns. Investing in professional Italian product descriptions, competitive pricing and responsive customer communication are essential for long-term success on Amazon.it. Monitoring your account health metrics and maintaining a defect rate below 1% is critical for staying in good standing.
Zunapro provides full Amazon.it integration: catalog synchronization, centralized order management and automated inventory updates across all your sales channels.
