Amazon Spain (amazon.es)
Spain's largest online marketplace for shopping and Prime services.
Amazon Spain at a glance
Amazon Spain is an e-commerce website and one of the most visited sites in Spain, currently ranked #1 in the country. It was founded in 2011 (Amazon.es Spain launch) by Jeff Bezos and is headquartered in Madrid, Spain (Spanish operations); Seattle, Washington (global HQ). Today Amazon Spain is owned by Amazon.com, Inc.. Our estimates put its audience at ≈ 200 million visits per month. The business earns money mainly through direct online retail sales, third-party marketplace seller fees and commissions, amazon prime spain subscriptions. Its closest rivals include El Corte Inglés, AliExpress, PcComponentes, Carrefour.es.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 190 million / month | -4% |
| Q2 | ≈ 185 million / month | -3% |
| Q3 | ≈ 195 million / month | +5% |
| Q4 | ≈ 240 million / month | +23% |
Traffic sources
- Direct42%
App and bookmark navigation
- Organic search29%
Product and brand queries
- Paid search15%
- Referral8%
- Social & other6%
Audience & demographics
- Men47%
- Women53%
- Age 18-2412%
- Age 25-3427%
- Age 35-5438%
- Age 55+23%
Amazon.es skews slightly toward women shoppers, with the strongest engagement among 25-54 year olds in urban areas such as Madrid and Barcelona.
Geographic reach
- Spain88%
- Mexico3%
- Argentina2%
- Portugal2%
- Other5%
SEO profile
- Organic keywords
- ≈ 6 million
- Estimated organic traffic
- ≈ 55 million visits / month
- Strongest clusters
- Product category and brand queries
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| amazon | 1 | Very high | — |
| amazon es | 1 | Very high | — |
| amazon prime video | 1 | High | — |
| ofertas amazon | 2 | High | — |
Backlink profile
- Referring domains
- ≈ 1.2 million
- Link profile
- Heavily linked from Spanish blogs, deal sites and comparison portals
Top referral sources
- Google Search34%
- Direct / app42%
- Cashback & voucher sites10%
- Facebook6%
- Other8%
Technology stack
Website technologies
Advertising & analytics technologies
Amazon.es runs on Amazon's own AWS cloud stack with proprietary recommendation and search infrastructure shared across global marketplaces.
Mobile app statistics
- App downloads (Spain, cumulative)
- ≈ 15 million
- Daily app opens
- Millions
Company information
- Website
- amazon.es
- Sector
- E-commerce
- Owner
- Amazon.com, Inc.
- Owner type
- Public company subsidiary
- Founders
- Jeff Bezos
- Founded
- 2011 (Amazon.es Spain launch)
- Headquarters
- Madrid, Spain (Spanish operations); Seattle, Washington (global HQ)
- Employees
- ≈ 24,000 (Spain workforce)
- Ownership
- Wholly owned subsidiary of Amazon.com, Inc. (NASDAQ: AMZN)
- Valuation
- Amazon.com market cap approximately USD 1.9 trillion
- Revenue
- ≈ EUR 6 billion annually (Spain retail and services estimate)
- Languages
- Spanish
- Top traffic sources
- Direct navigation, organic search, paid search
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 1994 | Founded | N/A | Jeff Bezos |
| 1997 | IPO | USD 54 million raised | — |
| 2011 | Amazon.es launch | N/A | — |
Financials
- Spain estimated revenue
- ≈ EUR 6 billion / year
- Parent company revenue
- ≈ USD 620 billion (Amazon.com global, 2024)
Business model & revenue
Amazon.es operates as a hybrid retailer and marketplace, selling directly while hosting third-party sellers, monetised further through Prime subscriptions, advertising and fulfilment services across its Spanish logistics network.
- Direct online retail sales
- Third-party marketplace seller fees and commissions
- Amazon Prime Spain subscriptions
- Amazon Web Services (AWS) enterprise cloud
- Advertising services for sellers and brands
- Amazon Logistics and fulfilment services
Products & services
Direct retail and third-party seller marketplace.
Fast shipping, Prime Video and Prime Music bundle.
Grocery delivery in select Spanish cities.
Last-mile delivery network across Spain.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Active third-party sellers (Spain)
- Tens of thousands
- Fulfilment centres in Spain
- ≈ 15+
International presence
- Amazon EU marketplaces
- Cross-border selling into France, Italy, Germany
Employee statistics
Customer statistics
API & developer information
- Amazon Selling Partner API
- Available for registered marketplace sellers
Website rankings
- Spain e-commerce traffic
- #1
- Global Amazon marketplace scale
- Among top 10 country sites
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| El Corte Inglés | Smaller traffic share | — | Amazon leads in overall e-commerce reach |
| AliExpress | Comparable in cross-border segment | — | Different price positioning |
Overview
Amazon.es is the Spanish edition of Amazon's global marketplace and the country's most visited e-commerce website, offering direct retail, third-party marketplace sales and Prime membership benefits.
Traffic Statistics
Amazon.es attracts an estimated 200 million monthly visits, with a strong spike in Q4 driven by Black Friday and Christmas shopping. Average sessions cover roughly 6.1 pages and last around eight minutes.
Traffic Sources
Direct navigation and app usage account for the largest share of traffic, followed by organic and paid search. Cashback and voucher sites also contribute meaningful referral traffic.
Audience & Demographics
The audience skews slightly female, with the strongest engagement among shoppers aged 25 to 54, concentrated in major urban centres such as Madrid and Barcelona.
Geographic Reach
Spain accounts for the vast majority of traffic, with smaller cross-border audiences from Mexico, Argentina and Portugal drawn to the Spanish-language storefront.
SEO Profile
Amazon.es ranks for millions of Spanish product and brand keywords, driven by its scale, review content and category authority.
Technology Stack
The platform runs on Amazon's proprietary AWS cloud infrastructure with Java-based microservices, React front ends and global CloudFront content delivery.
Social Media Statistics
Amazon Spain maintains active Instagram, Facebook and X accounts focused on deals, customer support and Prime Video promotion.
Mobile App Statistics
The Amazon Shopping app has been downloaded millions of times in Spain and consistently ranks among the top shopping apps in local app stores.
Company Information
Founded in the US in 1994 and launched in Spain in 2011, Amazon.es is run from Madrid with an estimated 24,000 employees supporting logistics, customer service and technology.
Ownership & Investors
Amazon.es is a wholly owned subsidiary of Amazon.com, Inc., a publicly traded US company with no separate Spanish shareholders.
Financials
Amazon's Spanish retail and services business generates an estimated EUR 6 billion in annual revenue, a small fraction of Amazon.com's global revenue base.
Business Model
Amazon.es combines direct retail with a third-party marketplace, monetised through seller fees, Prime subscriptions, advertising and logistics services.
Products & Services
Key offerings include the Amazon.es marketplace, Prime membership, Amazon Fresh grocery delivery in select cities, and the Amazon Logistics delivery network.
Competitors
Major competitors include El Corte Inglés, PcComponentes, AliExpress, Carrefour.es and MediaMarkt.es.
Company History & Milestones
From its 2011 Spanish launch through the opening of local fulfilment centres, the 2016 arrival of Prime Video, and the 2018 expansion of Amazon Fresh, Amazon has steadily grown its Spanish footprint.
Latest News
Amazon continues expanding same-day delivery coverage across Spanish cities while reporting steady growth in Prime membership.
User Reviews & Ratings
Spanish shoppers generally rate Amazon.es highly for convenience and delivery speed, though local retailers and labour groups continue to raise concerns about market impact.
Pros & Cons
Pros: vast selection, fast delivery, bundled entertainment. Cons: counterfeit risks from some sellers, criticism of market dominance and periodic warehouse labour scrutiny.
Key Statistics
≈200 million monthly visits, ≈8 million Prime members in Spain, and around 24,000 employees.
Frequently Asked Questions
Who owns Amazon.es? Amazon.com, Inc. Is Prime available? Yes, with fast shipping and Prime Video. Does it ship across the EU? Yes.
Data Sources
Amazon 10-K filing, Similarweb estimates and Spanish e-commerce association reports.
Last Updated
September 2026
Related Websites
El Corte Inglés, PcComponentes, AliExpress, Carrefour and Wallapop.
Website Rankings
Spain's #1 e-commerce site by traffic and among the top ten Amazon country marketplaces globally.
Revenue & Funding History
Amazon was founded in 1994 and went public in 1997; Amazon.es launched as a dedicated Spanish marketplace in 2011.
Employee Statistics
Amazon employs approximately 24,000 people in Spain across logistics, customer service and engineering.
Customer Statistics
Amazon.es serves tens of millions of active customer accounts, including roughly 8 million Prime members.
Backlink Profile
The site has around 1.2 million referring domains, largely from Spanish blogs, deal aggregators and comparison sites.
Top Organic Keywords
Leading keywords include "amazon", "amazon es ofertas", "amazon prime video" and "amazon devoluciones".
Top Referral Sources
Google Search, direct app traffic, cashback sites and Facebook are the top referral channels.
Website Technologies
AWS cloud infrastructure, Java microservices, React front ends and Amazon CloudFront CDN.
Advertising & Analytics Technologies
Amazon Ads, Google Ads and Criteo retargeting.
API & Developer Information
The Amazon Selling Partner API is available for registered marketplace sellers to manage listings and orders.
International Seller Opportunities
Amazon.es enables Spanish and international sellers to reach shoppers across the EU through cross-border marketplace tools.
Company history & milestones
- 2011
Amazon.es launches in Spain
- 2012
First Spanish fulfilment centre opens near Madrid
- 2016
Prime Video launches in Spain
- 2018
Amazon Fresh grocery delivery expands to Madrid and Barcelona
- 2026
Continues expanding same-day delivery coverage
Latest news
- Amazon expands same-day delivery to more Spanish citiesExpansión · 2026
- Amazon Spain reports growth in Prime membershipEl Economista · 2026
Pros & cons
Pros
- Huge product selection and fast Prime delivery
- Reliable customer service and easy returns
- Prime Video and Prime Music bundled value
- Strong third-party marketplace competition on price
Cons
- Some sellers face counterfeit and quality concerns
- Local retailers criticise its market dominance
- Warehouse labour conditions periodically scrutinised
- Prime subscription price increases over time
Key statistics
Frequently asked questions
Who owns Amazon.es?
Amazon.es is operated by Amazon.com, Inc., a US publicly traded company.
Is Amazon Prime available in Spain?
Yes, Amazon Prime is available with fast shipping, Prime Video and Prime Music.
Does Amazon.es ship across Europe?
Yes, Amazon.es ships to Spain and supports cross-border orders across the EU.
Popular searches
Data sources & confidence
- Amazon 10-K filingAmazon.com
- Similarweb estimatesSimilarweb
- Spanish e-commerce association reportsAdigital
- Data confidence
- High for ownership and corporate structure; traffic and revenue figures for the Spain-specific business are modelled estimates.
- Last updated
- September 2026
Traffic and audience figures are modelled estimates based on public industry reports and third-party analytics tools.
Social media profiles & statistics