Overview

Amazon has opened a dedicated storefront for Belgium under the domain Amazon.com.be, granting sellers across the European Union direct access to roughly 11.5 million Belgian shoppers. The marketplace is live for product listings today, and participation is handled through the existing EU Unified Account without any extra fees. Sellers who act now can secure early visibility in a market that supports both Dutch and French language customers.

Key Points

• New Belgian storefront — Amazon.com.be joins the suite of country‑specific sites, giving sellers a separate storefront that appears in Belgian search results.
• Unified Account integration — The Belgian option appears as an additional country in the drop‑down menu of any EU Seller Central account, eliminating the need for a separate registration process.
• Professional plan coverage — Sellers already subscribed to the EU Professional selling plan automatically receive the same plan benefits on the Belgian store at no additional cost.
• Prime eligibility — Products listed on Amazon.com.be can be marked Prime, allowing Belgian buyers to enjoy the same fast, free‑shipping promise they expect from other Amazon EU sites.
• Bilingual market reach – Because Belgium’s official languages are Dutch (Flemish) and French, listings that include both translations are more likely to convert, making multilingual content a competitive advantage.
• Early‑mover advantage – Brands that upload inventory now can build sales history, gather reviews, and rank higher before the marketplace’s public launch marketing pushes traffic.

How the Belgian Marketplace Is Set Up

1. Activate Belgium in Seller Central — Log in to your EU Unified Account, navigate to Settings → Account Info → Your Services, and select “Belgium” from the country list. For example, a seller of silicone baking mats would tick the Belgium box, instantly adding the .be marketplace to their account dashboard.
2. Create or duplicate listings — Use the “Add a Product” tool to either create a new SKU or copy an existing listing from another EU store. When copying, choose the “Create a new marketplace copy” option and select “Belgium” to retain core product data while allowing language edits. A cosmetics brand could duplicate its French‑language listing from France, then add a Dutch translation for the Belgian audience.