Overview

Amazon announced that, starting in 2026, seller fees on its Swedish marketplace will be lowered. The change is paired with broader access to the Pan‑European Fulfilment network, making it cheaper and simpler for third‑party sellers to reach Swedish shoppers. Sellers targeting the high‑spending Nordic region should reassess their expansion plans because the new pricing structure improves unit economics and reduces inventory overhead.

Key Points

• Fee cuts across the board — Referral, closing and variable transaction fees on amazon.se will drop by up to 15 % for most categories, directly reducing the cost per sale.
• Pan‑European FBA becomes more attractive — Inventory stored in any EU fulfilment centre can now be shipped to Swedish buyers without a dedicated Swedish warehouse, cutting storage and handling expenses.
• Swedish market’s digital maturity — Over 85 % of Swedish households shop online, and the country ranks in the top three EU markets for average disposable income, creating a fertile environment for premium products.
• Competitive pressure from local players — Platforms such as CDON, Tradera and fast‑growing Asian entrants like Temu have intensified price competition, prompting Amazon to use fee reductions as a market‑share lever.
• Regulatory simplifications — The EU’s One‑Stop Shop (OSS) scheme now handles cross‑border VAT for sellers below the Swedish distance‑selling threshold, easing compliance for those using the new fee model.
• Timeline for implementation — The revised fee schedule will be active from 1 January 2026, giving sellers a six‑month window to adjust listings, inventory strategies and pricing before the new rates apply.

What's Changing

1. Lowered referral percentages — A seller of home‑decor items that previously paid a 15 % referral fee on a €120 sale will now owe only €102, saving €18 per transaction.
2. Reduced variable closing fees — For a health‑beauty product priced at €45, the closing fee drops from €1.20 to €1.00, shaving €0.20 off each order.