Amazon Italy (amazon.it)
Italy's largest online retail marketplace.
Amazon Italy at a glance
Amazon Italy is an e-commerce website and one of the most visited sites in Italy, currently ranked #1 in the country. It was founded in 2010 (Italian marketplace launch) by Company founders and is headquartered in Milan, Italy / Seattle, USA (parent). Today Amazon Italy is owned by Amazon.com, Inc.. Our estimates put its audience at ≈ 95 million visits per month. The business earns money mainly through product sales and marketplace commissions, digital advertising, prime membership fees. Its closest rivals include eBay Italia, Zalando, ManoMano.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 95 million | +2% |
| Q2 | ≈ 95 million | -1% |
| Q3 | ≈ 95 million | +4% |
| Q4 | ≈ 95 million | +3% |
Traffic sources
- Direct35%
- Organic search40%
- Referral10%
- Social9%
- Paid & other6%
Audience & demographics
- Men52%
- Women48%
- Age 18-2410%
- Age 25-3422%
- Age 35-5438%
- Age 55+30%
The audience is predominantly Italian, mirroring the site's national focus and language, with strong representation among working-age adults.
Geographic reach
- Italy88%
- Switzerland3%
- United States2%
- Germany2%
- Other5%
SEO profile
- Organic keywords
- ≈ 3 million
- Estimated organic traffic
- ≈ 95 million visits / month (blended)
- Strongest clusters
- Product and brand search
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| amazon | 1 | Very high | — |
| amazon login | 1 | High | — |
| amazon italia | 1 | Medium | — |
Backlink profile
- Referring domains
- ≈ 400K
- Link profile
- Widely cited across Italian media and business sites
Top referral sources
- Google Search45%
- Direct35%
- Facebook8%
- Other social7%
- Other5%
Technology stack
Website technologies
Advertising & analytics technologies
The platform relies on a modern cloud-hosted stack with CDN acceleration to serve its national Italian audience at scale.
Mobile app statistics
- App downloads
- Tens of millions cumulative
Company information
- Website
- amazon.it
- Sector
- E-commerce
- Owner
- Amazon.com, Inc.
- Owner type
- Private company
- Founders
- Company founders
- Founded
- 2010 (Italian marketplace launch)
- Headquarters
- Milan, Italy / Seattle, USA (parent)
- Employees
- ≈ 1,500 (Italy operations)
- Ownership
- Amazon.com, Inc. holds primary ownership and operational control of the platform.
- Valuation
- ≈ EUR 2 billion (Italy unit, modelled)
- Revenue
- ≈ EUR 3.5 billion (Italy retail GMV-linked) annually
- Languages
- Italian (primary), English (select sections)
- Top traffic sources
- Direct navigation, organic search, Google
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2010 | Founded / Established | N/A | Amazon.com, Inc. |
Financials
- Estimated annual revenue
- ≈ EUR 3.5 billion
Business model & revenue
Italy's dominant e-commerce marketplace offering millions of products, Prime delivery, and third-party seller marketplace. The platform monetises through a mix of commissions and advertising.
- Product sales and marketplace commissions
- Digital advertising
- Prime membership fees
- Partnerships and B2B services
Products & services
Italy's dominant e-commerce marketplace offering millions of products, Prime delivery, and third-party seller marketplace.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Third-party sellers
- Core to the platform's marketplace/monetisation model
International presence
- Primary market
- Italy
- Parent group reach
- Global (Amazon.com)
Employee statistics
Customer statistics
API & developer information
- Public API
- Available for sellers/developers
Website rankings
- Italy sector ranking
- #1 in E-commerce
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Leading competitor | Smaller Italian traffic share | — | amazon.it leads its category in Italy |
Overview
Italy's dominant e-commerce marketplace offering millions of products, Prime delivery, and third-party seller marketplace. Italy's largest online retail marketplace.
Traffic Statistics
amazon.it attracts an estimated ≈ 95 million monthly visits, ranking #1 among the most visited websites in Italy in the E-commerce sector.
Traffic Sources
Traffic is driven primarily by organic search and direct navigation, with meaningful contributions from social media and referral sources.
Audience & Demographics
The audience is overwhelmingly Italian, with strongest representation among the 25-54 age bracket and a roughly balanced gender split.
Geographic Reach
Italy accounts for the vast majority of visits, with small secondary audiences in Switzerland, the United States and Germany.
SEO Profile
The site ranks for a large portfolio of organic keywords tied to its category, benefiting from strong brand authority within Italy.
Technology Stack
The platform runs on a modern cloud-hosted architecture with CDN acceleration to ensure fast performance for its national user base.
Social Media Statistics
The brand maintains an active social media presence across Facebook, Instagram and X, engaging millions of Italian followers.
Mobile App Statistics
Its mobile apps have been downloaded millions of times and are rated favourably on both Android and iOS app stores.
Company Information
Founded in 2010 (Italian marketplace launch), the company is headquartered in Milan, Italy / Seattle, USA (parent) and employs a workforce dedicated to serving the Italian market.
Ownership & Investors
amazon.it is owned and operated by Amazon.com, Inc..
Financials
Estimated annual revenue reflects the company's scale and monetisation model within its sector in Italy.
Business Model
Italy's dominant e-commerce marketplace offering millions of products, Prime delivery, and third-party seller marketplace. Revenue streams include a combination of commissions, subscriptions, advertising or public funding depending on the sector.
Products & Services
The core offering centres on italy's dominant e-commerce marketplace offering millions of products, prime delivery, and third-party seller marketplace.
Competitors
Key competitors in the Italian market include other established players within the E-commerce sector.
Company History & Milestones
Since its founding in 2010 (Italian marketplace launch), the platform has grown to become one of the most visited websites in Italy within its category.
Latest News
Industry reports continue to highlight the platform's sustained growth and relevance in the Italian digital landscape.
User Reviews & Ratings
Italian users generally regard the platform as a trusted and established leader in its category.
Pros & Cons
Pros: strong brand recognition, large user base, comprehensive services. Cons: primarily domestic focus and competition from international platforms.
Key Statistics
≈ 95 million estimated monthly visits and a #1 ranking among Italian websites in E-commerce.
Frequently Asked Questions
Who owns amazon.it? Amazon.com, Inc.. Is it free to use? Core services are free, with monetisation via commissions, subscriptions or advertising depending on the business model.
Data Sources
Company reports and Similarweb estimates.
Last Updated
September 2026
Related Websites
Other leading Italian platforms in the E-commerce sector.
Website Rankings
#1 in Italy within the E-commerce sector.
Revenue & Funding History
Founded in 2010 (Italian marketplace launch), the company has been backed and operated by Amazon.com, Inc. throughout its history.
Employee Statistics
The organisation employs a substantial Italy-focused workforce supporting its operations.
Customer Statistics
Millions of Italian users engage with the platform on a monthly basis.
Backlink Profile
The site has built a substantial backlink profile, frequently referenced across Italian media and business websites.
Top Organic Keywords
Leading keywords include brand-name searches and category-specific terms in Italian.
Top Referral Sources
Google Search and direct navigation are the leading referral sources, supplemented by social media platforms.
Company history & milestones
- 2010
Founded / Established
- 2026
Continues to lead its category in the Italian market
Latest news
- Amazon Italy continues growth in the Italian digital marketIndustry reports · 2026
Pros & cons
Pros
- Strong brand recognition in Italy
- Large, established user base
- Comprehensive service offering
Cons
- Primarily Italian-language and market focused
- Faces competition from international platforms
Key statistics
Frequently asked questions
Who owns amazon.it?
amazon.it is owned and operated by Amazon.com, Inc..
Is amazon.it free to use?
Core browsing is free; the platform monetises via commissions and premium services.
Popular searches
Data sources & confidence
- Company reportsAmazon.com, Inc.
- Similarweb estimatesSimilarweb
- Data confidence
- High for ownership and company facts; traffic figures are third-party modelled approximations.
- 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