Amazon in Italy: 38 Million Users, 96 % Purchase Rate, and Labor Controversies

Amazon’s Italian Operations Under Scrutiny Amidst Worker Welfare Concerns

Rome, Italy – January 25, 2026 – A new wave of scrutiny has emerged surrounding Amazon’s vast operations within Italy, raising questions regarding worker treatment and regulatory oversight. Recent data indicates that approximately 38 million individuals in Italy utilize the Amazon marketplace each month, with a staggering 96% having completed at least one purchase on the platform. This expansive reach underscores Amazon’s dominance in the Italian e-commerce landscape, but also intensifies the focus on its labor practices.

Growing Concerns Over Worker Exploitation

The scrutiny centers on allegations that Amazon prioritizes maximizing profits at the expense of its workforce, employing tactics described as controversial and potentially bordering on systematic overreach. These concerns extend to both warehouse employees and other workers integral to the company’s extensive logistics network. Reports suggest that Amazon is pushing its employees to meet increasingly demanding targets.

The situation echoes similar controversies that have dogged Amazon globally, including investigations into working conditions in the United States and the United Kingdom. in 2023,the European Trade Union Confederation (ETUC) published a report highlighting “systematic violations of workers’ rights” at Amazon sites across Europe,including Italy. Read more about the ETUC report here.

Regulatory Response and Oversight

The effectiveness of Italian regulatory bodies – including the National Labor inspectorate and the Privacy Guarantor – in safeguarding worker rights is now being questioned. Concerns exist that these agencies may not possess the resources or authority to adequately monitor and enforce labor standards within Amazon’s complex operational structure.

The lack of consistent enforcement could normalize practices that compromise worker wellbeing, according to labor rights advocates.The Italian government has been facing increasing pressure from unions to increase funding for the Labor Inspectorate and strengthen legislation protecting workers in the gig economy and logistics sectors. A recent study by the Italian Institute of Statistics (ISTAT) revealed a 15% increase in reported workplace accidents in the logistics sector over the past two years, fueling these demands.

A Snapshot of Amazon’s Italian Presence

Metric	data (January 2026)
Monthly Amazon Italy Users	Approximately 38 Million
Percentage of Italians Who Have made an Amazon Purchase	96%
Reported Workplace Accidents (Logistics Sector – Past 2 Years)	+15% Increase

The Broader Implications for E-Commerce

The situation with Amazon in Italy highlights a growing trend: the tension between the convenience and efficiency of e-commerce giants and the ethical responsibilities towards their workforce. This debate isn’t limited to Italy.Similar concerns are surfacing globally as companies increasingly rely on complex supply chains and a rapidly evolving labor market.The question is no longer simply about delivering goods quickly and cheaply, but about doing so sustainably and fairly.

As the platform constantly grows, the need for transparency and accountability within these large logistics networks is paramount.Ensuring fair labor practices is not just a moral imperative, but also critical for maintaining public trust in the e-commerce sector.

What steps should governments take to better regulate large e-commerce companies like Amazon? Do you believe consumers have a duty to consider the ethical implications of their online purchases?

Share your thoughts in the comments below.

What are the main labor controversies faced by Amazon in Italy?

Amazon in Italy: A Deep Dive into the Market, Consumer Behavior, and Ongoing Challenges

Italy represents a significant, yet complex, market for Amazon. With a substantial user base and remarkably high purchase rates, the potential for growth is undeniable. However, this success is shadowed by persistent labor disputes and increasing scrutiny. This article breaks down the current state of Amazon in Italy, offering insights for businesses and consumers alike.

The Italian E-commerce Landscape & Amazon’s Dominance

E-commerce in Italy has experienced explosive growth in recent years, accelerated by the pandemic. While domestic players exist, amazon has firmly established itself as the leading online retailer. As of early 2026, estimates place the number of Amazon Italy users at approximately 38 million – a figure representing over 63% of the Italian population.

This isn’t just about account holders; it’s about active users.The impressive 96% purchase rate amongst those registered signifies a highly engaged customer base. This rate significantly surpasses many other European markets, indicating a strong consumer preference for the convenience and selection offered by Amazon.it. Key factors driving this adoption include:

* Prime Membership: The benefits of Amazon Prime – free, fast shipping, streaming services, and exclusive deals – are notably appealing to Italian consumers.

* Wide Product Range: From everyday essentials to niche products, Amazon italy offers an unparalleled selection.

* Convenience & Accessibility: Easy-to-use website and mobile app, coupled with a robust delivery network, make online shopping seamless.

* Trust & Security: Amazon’s established reputation for secure transactions builds consumer confidence.

Understanding the Italian Amazon Consumer

Italian shoppers exhibit specific behaviors that businesses need to understand.

* Mobile-First Approach: A large percentage of purchases are made via mobile devices. Optimizing for mobile commerce is crucial.

* Price Sensitivity: While convenience is valued, Italian consumers are generally price-conscious. Competitive pricing and promotions are essential.

* Brand Loyalty: italians often demonstrate strong brand loyalty, but are open to trying new products if the value proposition is compelling.

* Importance of Reviews: Product reviews and ratings heavily influence purchasing decisions. Encouraging customer reviews is vital.

* Preference for Local Products: There’s a growing trend towards supporting Italian brands and products.

Amazon’s Infrastructure in Italy: Fulfillment & Logistics

Amazon has invested heavily in its Italian infrastructure, primarily focusing on logistics and fulfillment. Currently, Amazon operates a network of over 50 fulfillment centers across Italy, employing tens of thousands of workers.

Key logistical hubs include:

1. Linate (Milan): Serves as a major distribution point for Northern Italy.
2. piacenza: One of Amazon’s largest fulfillment centers in Italy,handling a significant volume of orders.
3. Spinetta Marengo (Alessandria): Another large fulfillment center, strategically located for efficient distribution.
4. Rome & Naples: Regional hubs catering to Central and Southern Italy.

This extensive network allows Amazon to offer fast delivery options, including same-day and next-day delivery in many areas. The company continues to expand its logistics capabilities, including the use of drones for last-mile delivery in select regions.

The shadow Side: Labor Controversies and Union Disputes

Despite its commercial success, amazon’s operations in Italy have been plagued by ongoing labor controversies. Unions have repeatedly criticized working conditions in Amazon’s fulfillment centers, citing concerns over:

* Intense Work Pace: Workers report being subjected to demanding quotas and relentless pressure to meet targets.

* Limited Break Times: Concerns have been raised about insufficient break times and the impact on worker well-being.

* Health & Safety Issues: Reports of musculoskeletal injuries and other work-related health problems are common.

* Union Depiction: Amazon has faced accusations of hindering unionization efforts.

In 2024 and 2025, several strikes were organized by unions like FILCAMS-CGIL and UILTRASPORTI, disrupting operations at various fulfillment centers. These strikes highlight the growing tension between Amazon and its workforce in Italy. the Italian government has also increased scrutiny of Amazon’s labor practices, with calls for stricter enforcement of labor laws and improved worker protections.

Amazon’s Response & Future Outlook

Amazon maintains that it provides safe working conditions and fair wages. The company has implemented various initiatives aimed at improving worker well-being, including:

* Increased Investment in Safety Equipment: Providing ergonomic tools and equipment to reduce the risk of injuries.

* enhanced Training Programs: Offering training on safe work practices and injury prevention.

* Improved communication Channels: Establishing channels for workers to voice concerns and provide feedback.

However, these measures have often been met with skepticism from unions, who argue that they are insufficient to address the fundamental issues.

Looking ahead, Amazon’s success in Italy will depend on its ability to navigate these labor challenges and build a more enduring and ethical business model. The company will also need to adapt to evolving consumer preferences and increasing competition from other e-commerce players. the rise of Temu and Shein in the Italian market, offering ultra-competitive pricing, presents a new challenge to Amazon’s dominance. Furthermore, increased regulation regarding data privacy and digital taxation could impact Amazon’s operations in the country.