On June 16, the fourth edition of the Seller Summit gathered over a hundred seller representatives, who sell their products across all Amazon European stores, meet at the Coque Sports Centre in Kirchberg, Luxembourg City. The event offered them a unique opportunity to connect with Amazon account managers, subject matter experts and executives. The agenda included workshops, panel discussions, presentations, fireside chats, and one-on-one meetings addressing trends, challenges and opportunities for business growth across European stores. The summit was designed to facilitate in-depth discussions and enable sellers to learn from each other, as well as to access Amazon experts and learn about new tools.
Amazon sellers share their experience
More experienced sellers, with a long track-record selling in the Amazon store, were also able to share their knowledge of growing their business in the Amazon store and beyond. The panel, moderated by Fulvia Barletta (Account Management Team Lead at Amazon), brought together business representatives from various industries: Martin Walter (Managing Director, Woldoshop); Natalia Chekalska (Account Manager, Autodoc); Simon Kinzel (Head of E-commerce, Deuba); and Christie Chen (General Manager, Northern Europe, Anker). Topics of discussion included business expansion across geographies, making the best use of AI, and overcoming compliance challenges. It provided sellers in the room who are new to Amazon, to interact and ask questions about best practices to grow business in other countries.
Amazon leaders came to listen and share their views
Throughout the day, attendees had the opportunity to meet Mariangela Marseglia, Vice President, Amazon European Stores, and Xavier Flamand, Vice President, Amazon European Seller Services. One highlight was their joint fireside chat, moderated by Mavi Marin Ladwig, Business Governance Manager.
At the start of the session and in front of seller attendees, Mariangela remarked how valuable this event is to her and Amazon: “I really look forward to this event, because I can hear directly from sellers. I am here to listen and learn how we can be better at serving our sellers. Because your success is our success.”
During the fireside chat, Mariangela and Xavier both addressed questions about the vision for new Amazon stores, how Amazon is enabling sellers access to latest AI tools and the latest initiatives to evolve seller support services. Mariangela emphasized that Amazon’s focus continues to be on strengthening cross-border capabilities, so sellers can reach millions of customers across 39 countries. She highlighted that in 2025 alone over 100,000 EU SMEs and entrepreneurs who sell in the Amazon store generated 40€ billion in Amazon's European stores, with 17€ billion generated in cross-border exports and 13.5€ billion flowing intra-EU.
Talking about how Amazon to evolve seller support services, Xavier highlighted proactive approaches to help sellers, including the Amazon Service hub, which helps sellers meet mandatory VAT and EPR compliance requirements for selling in European stores. “You can compare providers and pricing across all stores; view transparent pricing including one-time and recurring fees; and customize services for single countries or multi-country bundles, with provider responses within 48 hours.” He further mentioned how compliance services are also now integrated directly into the Pan-EU page, so you can compare prices, choose packages, and connect with VAT providers for your target store on a single page.
Other investments span AI-powered tools that streamline supply-chain management, inventory control, and brand building, as well as expanded logistics infrastructure and dedicated seller support services designed to help small and medium-sized businesses compete globally.
The discussion was rounded up by Mariangela sharing Amazon’s perspective on the evolving global trade landscape. She emphasized how Europe's competitiveness depends on simplifying regulations, accelerating investment in innovation, and making the Single Market a practical day-to-day reality for businesses of all sizes.
Luxembourg's vision for SMEs in the Single Market
Gilles Scholtus, Director General for SMEs, Administrative Simplification, Craft and Commerce at Luxembourg's Ministry of Economy, joined the fireside chat to deliver the closing intervention. His remarks covered Luxembourg's economic evolution over the past decades, from an agricultural country to a more diversified, open economy that includes the finance sector, satellite development, and tech companies like Amazon. “We are very happy to have Amazon in Luxembourg. It is the fourth biggest employer in the country and a centre of excellence and expertise in e-commerce. We are happy to be a part of it.” He pointed to the government's shared objective to reducing regulatory friction for cross-border commerce within the Single Market, highlighting how SMBs form the backbone of the economy. Educational support programmes supported by the Ministry of Economy like Letzshop have helped local sellers to test online retail and could be a stepping stone selling in the Amazon store and grow their business. We are working with the Ministry to build a pathway to activate these local sellers within Amazon.
How sellers found value in connecting and seeing progress
Among the sellers in attendance were businesses at every stage: from entrepreneurs exploring new stores to established brands like Anker, DEUBA, Klarstein/BBG, and DANISH ENDURANCE, who have built significant cross-border operations. Christie Chen, General Manager Northern Europe, shared her impression, after selling in the Amazon store for many years: “I am astonished by how much Amazon has actually already done in helping sellers like us remove bottlenecks and ease the process of expanding our business and reduce friction. I feel that they truly listen to our concerns and act on our feedback to make our business run even more smoothly.”
For business representatives at Danish Endurance, a clothing company catering to professional athletes, share how this event provided a great opportunity to meet the people they interact with daily: “It is really nice to finally see the faces behind the emails and get to know the people you interact every day in a real-life setting. It helps strengthen our working relationships and makes it easier to overcome challenges.”
David from PL Concepts, a multi-brand consumer goods company operating across various categories, like Sports & Outdoor, Home & Kitchen, echoed this experience and added: “It is great to exchange with Amazon representatives, especially being able to get so close to Amazon leaders who really listen to our feedback. I appreciate the time and space to ask questions, learn from other sellers, and see how challenges are overcome together.”
The summit also offered what many sellers described as its most valuable element: direct access. One-on-one sessions with account managers and specialists gave sellers the chance to work through specific challenges, ranging from optimising fulfilment for a new market, understanding fee structures, or planning a product launch.
SMB Connect: joining a seller advocacy community
In a dedicated session hosted by Mariangela, sellers were introduced to Sellers in Your Community, Amazon's branded seller advocacy network, presented by Marina Kochaytseva, Senior Program Manager, Seller External Relations. The community brings together vetted independent sellers who share their authentic growth stories with policymakers, community leaders, and each other. Attendees were able to listen to the story of Edu López-Villalta, co-founder of FETĒN, a Spanish men's care brand that expanded beyond its home market to reach customers across Europe. Edu shared his experience being an advocate for SMBs and how being a part of a seller network that connects brand owners with each other and with decision-makers, helped breaking through many of the challenges related to compliance and regulatory requirements. Charles Feld, Principal for Campaigns & Advocacy in EU Public Policy, shared how seller voices directly inform Amazon's policy engagement across Europe.
The session, which brought together a group of selected sellers, gave participants a first look at how the network works and how they can get involved. For sellers who have built successful businesses on Amazon, it offers a way to have their voices heard, contributing to policy conversations and inspiring other entrepreneurs in their communities.
The summit reflected Amazon's continued commitment to helping independent sellers build, grow, and thrive in Amazon's store, backed by ongoing investment in the tools and infrastructure that make cross-border selling simpler.
The day closed with networking over drinks, giving sellers one more chance to connect with peers and the Amazon teams they'd spent the day with.
