INNELS · RESEARCH · 2026

Selling on Amazon in Europe? 7 out of 10 Brands are Losing Sales due to Compliance Issues They are Facing

A new industry report based on 100+ deep conversations with Amazon sellers operating across the EU and UK — the most common issues, the hidden costs, and how to launch without getting blocked.

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THE HEADLINE FINDING

Approximately 70% of Amazon brands selling into the EU are running with at least one active compliance issue at any given moment — most without realising it until Amazon suppresses a listing.

Compliance was the most prevalent operational pain in our dataset. By a wide margin.

Pain category

Compliance, suppressions, and documentation

~70%

PPC and ad-spend efficiency

~62%

Inventory and stock coordination

~54%

Buy-box loss and recovery

~38%

Subscribe & Save and retention

~31%

How we built it

The report is based on a structured review of more than 100 client-facing conversations — weekly account-management calls, sales discovery sessions, and onboarding interviews — drawn from a portfolio of 90+ active brands across the EU and UK.

Every conversation was transcribed, anonymized, and indexed. Pain categories were counted by frequency, not severity — a deliberately conservative approach designed to avoid overstating the dominance of any single pattern. The compliance finding was the result.

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The report explains the patterns. Our free EU Compliance Audit applies them to your specific Amazon listing — country by country, in under two minutes.

✓ Per-country compliance scorecard
‍✓ Prioritized punch list of blockers and risks
‍✓ Estimated timeline and cost to compliant launch
‍✓ Free · No account required · 2 minutes

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"Compliance is the number-one stopover for Amazon brands trying to expand into Europe. Europe is too fragmented — every market has its own regulation, every category has its own rule, and most US and UK Amazon playbooks simply don't translate. The frustration we hear from clients is consistent: they're not avoiding the work. They cannot get a clear picture of what is actually wrong."

— Mark Daniel Zalomajev, Co-Founder & CEO, INNELS

About INNELS

INNELS is a Copenhagen-based marketplace growth agency working with Amazon and TikTok Shop brands across Europe.Founded in 2018 by Mark Daniel Zalomajev and Andrejs Klimovskis. Sixteen-person team across Europe. €10M+ generated in revenue for Amazon EU clients in 2025.

innels.com https://check.innels.com/compliance-checker/
info@innels.com

innels.com · https://check.innels.com/compliance-checker/ · info@innels.com

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Selling on Amazon in Europe? 7 out of 10 Brands are Losing Sales due to Compliance Issues They are Facing

Approximately 70% of Amazon brands selling into the EU are running with at least one active compliance issue at any given moment — most without realising it until Amazon suppresses a listing.

How we built it

Want to check your own listing?

About INNELS