EU SMEs Generate £35bn in Amazon Sales as Big Business Faces Pressure to Support Growth

Small and medium-sized enterprises (SMEs) across the EU generated more than €40bn—around £35bn—in sales on Amazon in 2025, a record figure that underlines just how important large platforms have become for small business growth.

More than 100,000 EU-based SMEs now sell through Amazon, with a significant share of that revenue coming from cross-border trade. For many of these businesses, the platform provides access to customers they would not otherwise be able to reach, particularly outside their home markets.

That shift is changing how smaller companies grow. Instead of scaling slowly through physical retail or local demand, many are now able to expand more quickly by tapping into existing infrastructure—logistics networks, payment systems and global customer bases—built by much larger firms.

It also raises an important point for the wider business community. As SMEs play an increasingly central role in economic growth and job creation, large companies are no longer just operating alongside them—they are helping shape the conditions in which they succeed.

Amazon is one example of this dynamic. Its marketplace allows independent sellers to operate at scale without needing to build their own distribution or e-commerce systems from scratch. In doing so, it effectively lowers the barrier to entry for thousands of businesses.

For big businesses more broadly, the takeaway is straightforward. Supporting SMEs is not just about reputation or corporate responsibility—it makes economic sense. Enabling smaller firms to grow can strengthen supply chains, drive innovation and expand overall market activity.

There is also a regional dimension. Digital platforms are helping businesses in smaller towns and less economically concentrated areas reach national and international customers, which can contribute to more balanced economic growth.

At the same time, the relationship cuts both ways. As more SMEs depend on large platforms, questions around fair access, costs and long-term sustainability become more important.

What the £35bn figure ultimately shows is the scale of the opportunity—and the responsibility. For large companies, creating the right environment for small businesses to grow is becoming an increasingly important part of how the modern economy functions.