It could be Brexit that has forced Amazon to make Amazon.de its main ship in Europe. Regardless of the reasons Amazon's German site is more and more looking to be the main page for European shoppers. Even those that earlier relied on Amazon.co.uk.
Many businesses in countries within the EU are probably worried over a possible entrance of Amazon on their home turf. The e-commerce giant has a lot of muscles and can make life tough for large online shops. Maybe more so than smaller e-commerce sites that more easily can adapt, or even start selling on Amazon themselves.
Amazon.co.uk provided free delivery to some countries around Europe, even as small ones as Sweden, a few years ago. But they later revoked that benefit in connection with rising logistical costs.
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Free delivery is now expanding again but this time from Amazon.de. The e-commerce giant recently announced that the Czech Republic, Denmark, Sweden, Finland, Hungary and Slovakia now can benefit from free delivery. The condition is however that you have to make a purchase of 39 euros or more. Many countries close to Germany already have free delivery on orders over 29 euros from Amazon.de.
This combined with the fact that during the last three months Amazon.de has been translated into three new languages, indicates that something is happening. In August Amazon.de launched a Dutch version of the site, in October a Polish version and in November a Turkish variant with customer support in the same language.
Amazon.de is quickly becoming the central hub in Europe, not just logistically, but also for Europeans to shop from Amazon. Free delivery for six new countries is bound to lead to increased sales to those countries. And maybe a first step to decide which is the next country to get its own language and support on Amazon.de.