Amazon Reveals User Statistics and Transparency Efforts in EU


Amazon, the retail giant, has disclosed that it has more than 181 million users in the European Union (EU) and employs over 150,000 individuals in the region. These revelations were part of the company’s first store transparency report, which is mandatory under the EU Digital Services Act (DSA). The report provides insights into Amazon’s user base, its compliance efforts, and the challenges it faces regarding platform categorization.

1. The Implications of the EU Digital Services Act (DSA):

1.1 Understanding the DSA’s Scope:

The DSA, implemented in August, introduces new regulations for content moderation, user privacy, and transparency. These rules are aimed at “very large online platforms” (VLOP) with more than 45 million users in the EU. Amazon, disputing its classification, argues that it is not the largest retailer in any EU country where it operates.

2. Amazon’s User Base in the EU:

2.1 The Dominance of Germany:

Amazon’s largest market in the EU is Germany, with over 60 million monthly active users. This figure highlights the vast reach the company has in the country, underscoring its importance as a significant market for Amazon.

2.2 Italy’s Prominence:

Following Germany, Italy hosts the second-largest user base with 38 million users. This demonstrates the significant presence Amazon has in Italy, substantiating its position as a major player in the region.

3. Amazon’s Local Operations:

3.1 Corporate Offices:

With corporate offices across 50 European cities, Amazon’s vast physical presence further strengthens its operations in the EU. These offices serve as hubs for various functions, including customer support, sales, and marketing.

3.2 Logistics Centers:

Amazon also operates 250 logistics centers in the EU, which aid in facilitating efficient distribution and delivery processes. These centers contribute to Amazon’s ability to provide timely services to its customers across the region.

4. Content Moderation Efforts:

4.1 Proactive Content Removal:

During the first half of 2023, Amazon undertook 274 million actions to proactively remove content that violated its policies or entailed non-illegal content. This significant number reflects the company’s commitment to maintaining a safe and compliant digital environment.

4.2 Legal Requests:

Amazon received 8,863 legal requests from EU governments in the same period, indicating the demands placed on the company to share user information. Managing these requests while safeguarding user privacy remains a complex challenge.


Amazon’s first store transparency report offers a comprehensive look into its business operations in the European Union. With over 181 million users and more than 150,000 employees across the region, Amazon’s influence is substantial. The report also sheds light on the company’s efforts to address content moderation and comply with the EU Digital Services Act. As Amazon continues to navigate regulatory landscapes, its transparency initiatives will likely play a vital role in enhancing trust and accountability with its EU user base.

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