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Poland Remains A Strategic Bet
Amazon is doubling down on Poland. The company has already invested over €10 billion since 2012, and the next phase will add another €5 billion by 2028.
Poland has climbed to 20th place among the world’s largest economies, and e-commerce continues to grow steadily. In 2025, online sales reached nearly PLN 92 billion, up 6.8% year-on-year, with further growth expected in 2026.
For e-commerce players, this confirms one thing: Central and Eastern Europe is no longer “emerging”, it’s competitive and maturing fast.
New Fulfilment Centre Signals Logistics Push
A key part of the investment is a new 200,000 m² robotic fulfilment centre in Dobromierz, expected to open in 2026.
The facility will:
- employ over 1,000 people in its first year
- use 5,000+ robots to support operations
- aim for BREEAM certification (sustainability standards)
This will become Amazon’s 12th fulfilment centre in Poland.
Source: aboutamazon.eu
Marketplace Trust Is Driving Growth
In Poland, consumer behaviour is shifting in a way that benefits marketplaces.
- 75% of Poles shop online at least monthly
- 71% say they feel safer buying via marketplaces
This matters. Trust, delivery reliability, and easy returns are now baseline expectations – not differentiators.
Amazon is leaning into these trends by expanding logistics, payment options (including BLIK), and delivery networks.
Prime Expands Beyond Delivery
Amazon is also pushing its subscription model.
Prime in Poland now bundles:
- free delivery with no minimum spend
- Prime Video
- gaming via Amazon Luna
- exclusive shopping events like Prime Day
The company is also increasing investment in local Polish content on Prime Video, including entertainment formats featuring well-known public figures.
What This Means For E-commerce In Europe
Amazon’s move is less about Poland alone and more about regional positioning.
Central Europe is becoming:
- a logistics hub for EU e-commerce
- a fast-growing consumer market
- a battleground for marketplaces
For brands and sellers, the takeaway is practical:
- expect higher customer expectations on delivery and returns
- marketplaces will continue to consolidate trust
- localisation (payments, content, logistics) is becoming critical
At the same time, Amazon marked the 5th anniversary of Amazon.pl by launching the “Brands of Poland Awards”, highlighting over 1,200 local brands selling through its platform.
Without local sellers, platforms like Amazon would struggle to stay relevant in markets like Poland.
