€30 billion invested and 19,000 jobs created: the Amazon effect in Italy

Key figures on Amazon’s economic impact in Italy:

• Investments: More than €30 billion invested since 2010
• Employment: More than 19,000 permanent employees; Amazon is among the top 20 largest employers in the country
• Customer experience: 230+ million products delivered same day or next day in 2025
• SMBs and Made in Italy: More than 20,000 Italian SMEs generated more than €4 billion in sales in 2025, with over 40% coming from Southern Italy
• Tax contribution: More than €1.8 billion in total tax contributions in 2025
• Sustainability and community: 40 renewable energy projects in Italy and over 600,000 products donated

When we opened the Amazon store in Italy in 2010, the goal was simple: to offer Italian customers a wider selection, competitive prices, and reliable service. Fifteen years later, Amazon's presence in Italy has evolved into a network of infrastructure, people, partners, and businesses that generates value far beyond the company's direct operations.

Here are six ways Amazon contributes to Italy's growth every day.

Amazon is one of the companies that has invested most in Italy over the past decade. Since 2010, we have invested more than €30 billion, encompassing both capital expenditures—logistics infrastructure, offices, and data centres—and operating expenses, starting with employee salaries. In 2025 alone, our investments exceeded €5 billion, and every euro invested has activated a network of businesses, suppliers, and services that has multiplied our impact. According to a study by Keystone Strategy, Amazon's investments have helped generate over €23 billion in added value for Italy's GDP since 2010, including approximately €4 billion in 2025 alone.

This commitment is also confirmed by third-party analyses: according to TEHA data, Amazon is the third-largest foreign-controlled company in terms of investments made in Italy during the 2020–2024 period and the leading company in the marketplace sector.

This figure takes on even greater significance when viewed within the context outlined by the latest edition of TEHA Group’s Global Attractiveness Index (GAI). The study highlights that despite accounting for just 0.4% of Italian companies, foreign-controlled multinationals generate 21% of revenue, 17.5% of value added GDP growth, and 9.8% of jobs. They are also responsible for 38.3% of private spending on research and development, confirming the role of international investment as a driver of innovation, skills transfer, and growth. These findings underscore the importance of continuing to promote Italy's ability to attract investment.

The creation of job opportunities is one of the most tangible impacts of Amazon's presence in Italy. With more than 19,000 permanent employees, Amazon remains the largest employer among companies established in Italy in the last 30 years, and ranks among the country's top 20 employers by total number of employees. According to the TEHA study, Amazon created more jobs in Italy than any other company in the ten-year period from 2015 to 2024.

In total, Amazon currently supports more than 100,000 jobs in Italy. This figure includes more than 19,000 permanent employees and an extended workforce of approximately 45,000 people working at both corporate and operations sites, including contractors, seasonal workers and other temporary positions. In addition, according to Keystone estimates, Amazon supports approximately 45,000 indirect jobs in areas such as construction, logistics and professional services, as well as over 15,000 induced jobs across the Italian economy.

As further evidence of our ongoing ability to create significant economic opportunities, we recently opened our new distribution centre in Jesi, in the Marche region, which will create more than 1,000 jobs once fully operational, contributing to the area's economic development.

Our commitment extends beyond job creation. Amazon employees in Italy can choose from more than 20 training programmes to develop new skills. Since 2014, over 4,000 employees have participated in Career Choice, a programme that funds training and certification courses, enabling many to take on new roles within the company or pursue careers elsewhere thanks to the skills they’ve acquired.

Investments in infrastructure translate to a steady improvement in service for millions of Italian customers.

In 2025, Prime customers in Italy enjoyed the fastest delivery times ever: over 230 million products were delivered same day or next day. The expansion of our geographic reach has allowed more and more customers, even in less densely populated areas, to access millions of products more quickly.

To support this growth, Amazon has introduced new operational solutions. Near Milan, in Peschiera Borromeo, we created a dedicated rapid-delivery hub designed to bring the most in-demand products closer to customers and further reduce delivery times.

But delivery speed isn’t the only area where we’re working to improve the experience for Italian customers. We’re also focusing on new technologies to evolve our services and products. Amazon has introduced Alexa+ in Italy—the next generation of the voice assistant, based on generative AI and designed to interact even more naturally—offering personalised recommendations and the ability to perform practical tasks, from managing a smart home to planning daily activities. In addition to Alexa+, we offer innovative tools to make shopping even simpler and more intuitive, including Rufus, the virtual shopping assistant powered by generative AI, which provides recommendations to make product discovery even easier; and Amazon Lens, which allows customers to search for products simply by taking a photo or uploading a screenshot to identify matches or similar items available on Amazon.

Support for small and medium-sized enterprises (SMEs) is one of the main ways in which Amazon’s economic impact helps sustain Italy’s business community.

Today, more than 20,000 Italian SMEs sell through Amazon’s online store, and in 2025 they generated over €4 billion in total sales, shipping more than 100 million products to customers in Italy and around the world. Of these sales, over €1 billion came from foreign countries, confirming e-commerce's role as a catalyst for helping Italian businesses expand internationally and bringing the excellence of Made in Italy to new global customers. To support the companies that choose us, we actively promote Made in Italy through dedicated tools, such as the Made in Italy showcase—which now features more than 5,500 Italian companies and over 3 million products available to customers in 11 countries worldwide—and through training programmes like “Accelera with Amazon,” developed in collaboration with national institutions and partners.

For many of these businesses—particularly those operating far from major economic hubs—Amazon represents a structured channel for accessing international markets: supporting the growth of Italian SMEs also means providing concrete tools to overcome barriers related to company size and geographic distance from major markets. Through our logistics and digital infrastructure, training programmes, and dedicated initiatives, we help businesses go digital, leverage their production capabilities, and reach millions of customers in Italy and abroad.

A particularly significant figure emerges from the contribution of businesses in Southern Italy: the South and the Islands generated over 40% of the total sales value achieved by Italian SMEs on Amazon in 2025, demonstrating the ability of companies in the region to compete in digital markets. Southern Italian businesses also shipped 43% of the products sold through Amazon, totalling over 50 million products, highlighting a dynamic and productive business model.

In this spirit, we’ve also deepened our commitment to Southern Italy. As part of Amazon Destinazione Sud, we have introduced specific incentives for new SMEs in Southern Italy that choose to sell through the Made in Italy showcase, offering concrete support to help them navigate the process of accessing digital and international markets. This initiative complements a broader ecosystem of activities in the region, ranging from training in digital skills and artificial intelligence to initiatives for students, as well as investments in infrastructure and renewable energy. Since our arrival in Italy, Amazon has invested over €2 billion in the southern regions, helping to create more than 3,000 permanent jobs and generating over €1.5 billion in additional economic impact. This commitment confirms that digital transformation can serve as a concrete lever to enhance regional development, support local businesses, and contribute to the growth of the entire country.

Contributions to public finances are one of the most tangible ways in which Amazon’s economic activity benefits the country as a whole. In 2025, Amazon's total revenue from operations in Italy exceeded €12 billion, and our total tax contribution—combining direct and indirect taxes—exceeded €1.89 billion, up from €1.7 billion in 2024.

This total can be broken down into two broad categories:

• Taxes paid by Amazon amounted to over €480 million (+14% compared to 2024). These are taxes accrued and paid by Amazon, including corporate income tax (IRES and IRAP), property taxes, registration taxes, payroll taxes and employer social security contributions, import duties, and the Digital Services Tax (DST).
• Taxes collected and remitted by Amazon exceeded €1.41 billion (+7% compared to 2024). These are taxes collected and remitted on behalf of our customers, employees, and other third parties as a result of our business activities in Italy, including VAT and employee social security contributions.

These figures encompass all taxes generated by our operations in Italy and reflect how modern economies actually generate tax revenue.

Furthermore, according to research by Luiss Business School, Amazon ranks among the country's leading taxpayers, with a level of direct tax contribution significantly higher than the average of the 25 companies analysed. The same study highlights how the retail sector—both traditional and online—is among those with the highest tax burden relative to the value added it produces, with an average tax rate in e-commerce of around 20%.

Economic growth is sustainable only when it creates opportunities for people and communities. According to a report by Frontier Economics, since 2021 Amazon has invested €0.5 billion in Italy in companies, technologies, and infrastructure across the energy, transportation, and packaging sectors. These investments have generated an estimated employment impact of approximately 6,000 jobs and €0.4 billion in gross value added.

These figures are reflected in concrete initiatives across the entire value chain that are helping the company move towards its decarbonisation goals.

Amazon is focusing on carbon-free sources for its energy supply. In line with this commitment, it has contributed to the development of eight industrial-scale solar farms and 32 rooftop solar systems at its logistics sites across Italy.

The company is also working to reduce its packaging. Italy plays a central role in this effort thanks to the Operations Innovation Lab in Vercelli, where the automated machine that builds made-to-fit paper bags using ultralight paper—now used throughout Europe—was developed.

Finally, with regard to its transportation network, Amazon is electrifying its delivery partners' fleets. By 2025, more than 500 electric vans had been introduced in the country, while in eight Italian cities—Milan, Rome, Naples, Bologna, Florence, Genoa, Trento, and Verona—micromobility hubs enable deliveries in historic city centres using electric cargo scooters and pedal-assisted cargo bikes.

In terms of community commitment, the Amazon Dona programme supported 35,000 families across Italy in 2025, giving a second life to over 600,000 surplus products worth more than €8 million through a network of 1,400 charitable organisations. We are also committed to supporting 200,000 young people in Italy through STEM education by the end of 2026, with programmes such as Amazon Future Engineer that introduce the next generation to careers in science and technology.

What began in 2010 with the opening of the Italian store has now become a complex ecosystem of infrastructure—with over 60 sites across the country, from Trento to Palermo—comprising people, technologies, and partnerships that help generate value for customers, businesses, communities, and regions throughout Italy.

This journey has been built over the years through long-term investments and an increasingly deep-rooted presence in the country, with the goal of supporting Italy's economic growth and innovation through the opportunities offered by digital transformation.