Italy is a large, fast-growing and increasingly Prime-driven market where Amazon.it keeps gaining share. For brands that localise well, it’s an attractive expansion — and the compliance picture is tightening, so it pays to get ahead now.
Why Italy matters
A big population, rising online-shopping habits and strong mobile commerce. Competition in some categories is lighter than Germany or France, leaving room for well-optimised newcomers.
VAT in Italy
Italy has the highest standard VAT rate of the major Amazon EU marketplaces at 22% — so factor that into your pricing and margins carefully. Storing stock in Italy triggers an Italian VAT registration. Use the VAT & OSS calculator and read the VAT guide.
Compliance
- Packaging EPR: Italy was historically lighter on foreign retailers for packaging, but Amazon has introduced mandatory EPR numbers for various categories from late 2025 into 2026 — and the EU-wide PPWR from August 2026 tightens this further. Register ahead of enforcement.
- GPSR: product safety plus an EU Responsible Person for non-EU sellers.
- Check what applies with the EU Compliance Checker.
Language & listings
Italian shoppers expect native Italian listings and support. Italian keyword research and culturally-tuned copy convert far better than translations. Reviews and clear product information carry a lot of weight with Italian buyers.
Fulfilment
Begin with EFN and add Italy to Pan-EU once VAT and any required EPR numbers are in place.
Frequently Asked Questions
What is the VAT rate in Italy?
Italy’s standard VAT rate is 22%, the highest among the major Amazon EU marketplaces, with reduced rates for some goods. Storing stock in Italy creates an Italian VAT obligation from your first sale.
Do I need EPR to sell on Amazon.it?
Increasingly, yes. Amazon has introduced mandatory EPR numbers for various categories on Amazon.it from late 2025 into 2026, and the EU-wide PPWR tightens packaging EPR from August 2026. Register ahead of enforcement to avoid suppressed listings.
Do Amazon.it listings need to be in Italian?
Yes. Native Italian listings, keywords and support are essential for conversion and ranking — translated copy underperforms with Italian buyers.
Is Italy a good market for new sellers?
Often, yes — it’s large and growing, with lighter competition than Germany or France in some categories. Just plan for the 22% VAT and the tightening EPR rules.
Launching in Italy? Book a free consultation — and see the full guide to selling on Amazon in Europe.