Amazon Italia: Between Investments and Jobs, What’s the Real Value

April 10, 2025

As Amazon continues to expand its footprint across Italy, questions about the e-commerce giant’s economic impact on the country are becoming increasingly important. With recent announcements of further investments and job creation, many Italians are weighing the benefits against the potential drawbacks of Amazon’s growing influence in the national economy.

Since establishing its Italian operations in 2010, Amazon has invested over €12.6 billion in the country, according to company figures released last month. This includes the construction of numerous fulfillment centers, data facilities, and corporate offices throughout the peninsula. The company now employs approximately 18,000 permanent workers in Italy, with plans to add another 3,000 jobs by the end of 2025.

“Our commitment to Italy remains strong,” said Marco Ferrara, Country Manager for Amazon Italia, during a recent press conference in Milan. “We believe that our investments not only strengthen our ability to serve Italian customers but also contribute meaningfully to local communities and the broader Italian economy.”

Beyond direct employment, Amazon claims its operations support tens of thousands of additional jobs through its marketplace platform, where over 20,000 small and medium-sized Italian businesses now sell their products. The company estimates these sellers generated export revenues exceeding €800 million last year.

However, labor unions and some economic analysts present a more nuanced view of Amazon’s impact. CGIL, Italy’s largest trade union, has been vocal about working conditions in Amazon’s warehouses and concerns over labor practices.

“While job creation is welcome, especially in areas with high unemployment, we must look at the quality of these jobs,” said Roberto Bianchi of CGIL’s commerce sector. “The pace of work, the algorithms determining performance metrics, and the overall working environment raise serious concerns about worker wellbeing.”

In regions like Piedmont and Lazio, where Amazon has major facilities, local officials have welcomed the investment but acknowledge the complexity of the situation. “There’s no denying that Amazon’s presence has created jobs in our region,” said Councilor Elena Rossi from the Piedmont regional government. “But we’re also seeing impacts on traditional retail and small businesses that we must address through appropriate policies.”

Recent data from the Italian Retailers Association suggests that for every job created by Amazon, approximately 1.3 jobs are lost in traditional retail sectors. However, other economic studies indicate that digital transformation of the retail sector was inevitable, with or without Amazon’s presence.

Professor Giuseppe Martini of Bocconi University’s Department of Economics believes the issue requires a balanced assessment. “Amazon’s investments in logistics infrastructure, digital services, and training programs do bring valuable knowledge transfer and modernization to Italy’s economy,” he explained. “However, the tax strategies of large multinational tech companies and their market power raise legitimate concerns about fair competition.”

The tax question remains particularly sensitive. Despite Amazon’s significant revenue in Italy, critics point to complex corporate structures that allow the company to minimize its tax liability in the country. Recent EU-wide efforts to ensure digital giants pay appropriate taxes where they generate revenue have begun to address this issue, though many believe more needs to be done.

For consumers and small businesses using Amazon’s platform, the picture is similarly mixed. Surveys indicate high satisfaction among Italian consumers with Amazon’s service, particularly in smaller towns and rural areas where product selection was historically limited. Meanwhile, many small businesses report that joining Amazon’s marketplace has allowed them to reach customers throughout Europe they could never have accessed otherwise.

“Before Amazon, we were a small ceramics workshop selling only to tourists who visited our town,” said Maria Russo, owner of Ceramiche Toscane based in a village near Siena. “Now we ship our products across Europe and even to the United States. It’s transformed our business.”

Others, however, feel trapped in a dependent relationship with the platform. “The fees increase regularly, and we have little negotiating power,” said another seller who requested anonymity. “If we don’t accept their terms, we lose access to customers who now expect Amazon-level service and delivery speeds.”

As Amazon continues expanding in Italy, with plans for new logistics centers in Sicily and Sardinia announced last week, the conversation about appropriate regulation and economic strategy becomes increasingly urgent. The Italian government has recently formed a commission to study the broader impacts of e-commerce on the national economy and recommend policy approaches.

“We need to ensure that digital transformation benefits all Italians,” said Economy Minister Francesca Bianchi. “This means creating frameworks where innovation and investment can thrive while maintaining fair competition and quality employment.”

For Amazon Italia, the path forward will likely involve more engagement with local communities, greater transparency about its economic impacts, and potentially more compromises with labor organizations and regulators. For Italian society, the challenge remains finding the right balance between embracing digital innovation and preserving valued aspects of traditional economic and social structures.

What’s clear is that Amazon’s presence in Italy is now substantial enough that its strategies and decisions have become matters of national economic significance—making the question of “what it’s worth” essential for policymakers, businesses, and citizens alike.