Last week, Amazon’s Milan office hosted an event celebrating the 10-year anniversary of our Made in Italy programme. ‘Around the world in 10 years: Amazon Made in Italy showcase’ brought together 10 small and medium-sized enterprises (SMEs) from 10 different Italian regions to share their experiences expanding internationally through digital channels. All the companies were early adopters of the Made in Italy programme who leveraged Amazon to bring their high-quality products to customers around the world.
The journey of Made in Italy
The event offered an immersive experience through words, images, and authentic stories. Attendees viewed a video that followed the journey of Italian products, particularly those of Emilia Food Love, from the company’s headquarters in Reggio Emilia through delivery to a customer in Japan, highlighting Amazon’s operational and logistical capabilities. This journey, also narrated firsthand by Matteo Curti in his podcast From A to Z - Discovering Amazon, demonstrates how even a small local business can cross geographical and cultural boundaries through e-commerce.
Ten Amazon selling partners took the stage, each representing creativity, artisanal knowledge, and innovation:
- Amoroses (Lombardia), A Brescia-based company that sells preserved roses.
- ZIG - Zenone Iozzino (Campania), A company based in Gragnano, Naples province, that sells dried fruit.
- Mr. Moris (Lazio), A Rome-based company specialising in seafood products.
- Dalle Piane Cashmere (Toscana), A Prato-based company that sells cashmere clothing.
- Kalapanta (Piemonte), A Biella-based company that sells gardening products and yarn.
- Meanswood (Veneto), A company based in Isola Rizza, Verona province, that sells wooden fitness equipment.
- Emilia Food Love (Emilia-Romagna), A Reggio Emilia-based company specialising in local gourmet products.
- Morola Caffè (Puglia), A company based in Martina Franca, Taranto province, that sells coffee beans, pods, and coffee machine accessories.
- Azienda Agricola Tenuta Collotta (Sicilia), An Enna-based company that sells dried fruit, jams, and artisanal honey.
- Omada Design (Marche), A company based in Castelfidardo, Ancona province, that sells home design products.
The event showcased the diverse landscape of Made in Italy, from artisans preserving family traditions in metalworking to innovators exporting sustainable design and curators of premium regional food and wine shipping their products worldwide. While these businesses span different sectors, histories, and approaches, they share remarkable adaptability and strategic vision that extends beyond Italy’s borders.
The success of Italian SMEs on Amazon
During the event, we presented our 2025 Italian SME Impact Report, confirming the central role of small businesses in the country’s economy and the growth of digital exports. Today, more than 20,000 Italian SMEs sell on Amazon, with more than 65% selling to international customers, generating a total of €1.2 billion in export sales in 2024 alone. This figure demonstrates how e-commerce can serve as a concrete accelerator for the internationalisation of Italian-made products.
Notably, more than 9,000 businesses—over 45% of the total—come from rural and sparsely populated areas, with approximately 6,000 of them selling overseas and generating more than €500 million in export sales. In total, Italian SMEs sold roughly 150 million products on Amazon in 2024, averaging over 250 products per minute.
“SMEs are the backbone of the Italian economy. As their allies, we are pleased to provide them with new tools, training opportunities, and visibility both in Italy and abroad”, said Giorgio Busnelli, VP and Country Manager of Amazon Italy. “Ten years ago, the Made in Italy programme began as an experiment. Today, it is a consolidated international storefront, bringing the excellence of Italian SMEs to the world. This milestone has been made possible thanks to the trust of the companies that embraced the challenge, and to our collaboration with institutional partners such as ITA, the Ministry of Foreign Affairs and International Cooperation, and the Ministry of Enterprises and Made in Italy. Our strength lies in growing together: we innovate alongside those who believe that collaboration is the key to turning ideas into opportunities and generating a positive impact for the country”.
Among Italian regions, Lombardy, Campania, Lazio, Tuscany, and Emilia-Romagna lead both in the number of SMEs selling on Amazon and in export sales. These businesses find their strongest international markets in Germany, France, the U.S., the UK, and Spain.
New opportunities for Made in Italy
Since 2019, the Made in Italy programme has benefited from collaboration with the ITA Agency, which promotes and supports companies in selling their products in 11 countries worldwide. The agreement between the ITA Agency and Amazon has so far involved over 2,800 Italian SMEs and made more than 700,000 new Made in Italy products available to Amazon customers internationally.
Celebrations for the 10-year anniversary of the Made in Italy programme will conclude with a week-long programme from October 5-12, “Happy 10th Anniversary Made in Italy!” During that time, customers in Europe and Japan can explore and purchase specially selected Italian products through this exclusive promotional event.
The celebration of Made in Italy
The Milan gathering marked the final event in a year-long celebration of the Made in Italy programme’s tenth anniversary. This commemorative year featured several key moments, including the Amazon Made in Italy Award ceremony held at Rome’s Ministry of Enterprises and in May. Throughout the year, these events united businesses, institutions, and partners, highlighting the stories of those who champion Italian excellence globally.
The Made in Italy programme has grown significantly over the past 10 years and now operates in 11 countries, with more than 5,500 Italian companies offering over 3 million products. The platform features 18 regional selections, each showcasing local specialties and traditions. This anniversary year has demonstrated how Italian entrepreneurs successfully blend innovation with heritage, creating a rich tapestry of people, products, and territories that embody the true essence of Made in Italy.
