Spain: A Strategic Gateway for Chinese Amazon Sellers Expanding in Europe

As Chinese e-commerce brands continue to strengthen their global presence, Europe has emerged as one of the most attractive regions for long-term marketplace expansion. The European Union offers access to over 450 million affluent consumers with well-established delivery expectations and a preference for reputable online marketplaces. Within this competitive environment, Spain stands out as a powerful gateway to Southern Europe and is becoming an increasingly important operational base for Amazon sellers. For Chinese entrepreneurs, Spain offers a vibrant mix of market potential, logistical convenience, and openness to global digital commerce.

The country’s e-commerce sector has experienced rapid growth over the past decade, driven by rising internet penetration, a significant mobile shopping population, and evolving consumer behaviour. Spanish shoppers are highly active on Amazon, and the platform has become deeply integrated into the daily purchasing habits of millions of households. Categories such as electronics, home goods, kitchenware, sports accessories, beauty tools and fashion-areas in which Chinese sellers excel-perform exceptionally well in the Spanish marketplace. This creates a natural alignment between Chinese supply capabilities and Spanish demand patterns, enabling sellers to scale up quickly provided they have the right structures in place.

At the same time, Spain benefits from having a modern logistics and fulfilment ecosystem that supports Amazon’s long-term strategic goals in Europe. Amazon has invested heavily in Spanish infrastructure to serve local demand and strengthen distribution links across the Iberian Peninsula and Southern Europe. With fulfilment centres in strategic locations such as Madrid, Barcelona and Seville, and a rapidly expanding last-mile delivery network, Spain is becoming a vital part of Amazon’s EU logistics network. For Chinese businesses, this means inventory in Spain can rapidly reach Spanish and Portuguese customers, while also feeding into cross-border flows into France and Italy with relative ease.

Another reason Spain is so appealing to Chinese entrepreneurs is its balanced operating costs. While Western Europe often presents higher cost challenges, especially with regard to labour, warehousing and logistics, Spain remains significantly more affordable than Germany, France and the Nordic countries, yet still offers a high level of professional infrastructure. This enables Chinese Amazon sellers to maintain competitive pricing and healthy margins while benefiting from the advantages of a large, established EU economy.

Spain also offers a strategic advantage that many sellers overlook: its role as a cultural and commercial bridge to Latin America. Spanish is the second most widely spoken native language in the world, so Chinese brands that establish a reputation in Spain often find it easier to later expand into Spanish-speaking regions. While this is not an immediate route to growth on Amazon, it forms part of Spain’s long-term strategic potential, making it an attractive base for ambitious Chinese e-commerce companies.

For sellers aiming to grow sustainably across the EU, Spain provides an ideal foundation. It offers access to a large domestic market, proximity to multiple high-demand Amazon marketplaces, highly developed logistics networks, favourable import routes through major Mediterranean ports and a business environment that welcomes international investment. Together, these factors make Spain one of the most strategically valuable countries for Chinese Amazon sellers looking to achieve stable, long-term growth across Europe.

Spain’s Economic and Strategic Position in Europe

It is the fourth-largest economy in the Eurozone and has one of the most dynamic consumer markets in Southern Europe. This makes it a highly attractive environment for Chinese Amazon sellers who are ready to expand internationally. With a population of over 47 million and a steadily growing online shopping culture, Spain has become a major player in European digital commerce. The combination of a large consumer base, rising purchasing power, and robust logistics infrastructure provides an ideal foundation for Chinese brands looking to establish or expand their presence within the EU.

What makes Spain particularly appealing is the maturity and openness of its digital ecosystem. Spanish consumers increasingly prefer online shopping due to the convenience, better prices and wider variety of products on offer. Amazon has rapidly become one of the country’s most trusted and widely used e-commerce platforms, with millions of Prime users and an upward trend in the frequency of online purchases. This creates an ideal environment for Chinese sellers, whose product categories-electronics, home goods, tools, fashion accessories, kitchenware, sports and fitness products, and lifestyle products-are among the highest performing on Amazon.es.

Spain benefits economically from its high connectivity within the European Single Market, which allows goods stored in Spanish Amazon warehouses to move freely across EU borders. Sellers can reach not only local consumers, but also customers in Portugal, southern France, and large parts of Italy, thanks to efficient cross-border logistics. Spain’s central position on the Iberian Peninsula gives it exceptional potential for regional fulfilment, and its logistics infrastructure-motorways, high-capacity industrial zones, modern seaports, and advanced freight corridors-supports the long-term scalability of Amazon FBA operations.

Spain also has a unique strategic advantage that is often overlooked: it serves as the European gateway to Latin America. While this does not directly impact Amazon Europe’s operations, it is significant for long-term brand development. Chinese sellers who establish a strong presence in Spain often find it easier to later expand into Spanish-speaking regions, leveraging cultural familiarity and linguistic alignment. This makes Spain particularly valuable for private-label brands with long-term global ambitions.

Furthermore, the country continues to invest heavily in improving its logistics ecosystem. New infrastructure projects, the expansion of industrial parks around Madrid, Barcelona, Valencia and Bilbao, and a growing network of Amazon fulfilment centres all reflect Spain’s commitment to meeting the demands of modern e-commerce. Cross-docking hubs, cold-chain logistics, reverse logistics services, and more advanced last-mile delivery systems all contribute to Spain’s rising status as a full-service e-commerce destination.

For Chinese sellers, this translates into tangible advantages.

• Faster delivery times to Iberian customers
• Smoother integration with Amazon FBA and third-party logistics providers
• Access to large ports that handle shipments from China efficiently
• Increasing coverage of Amazon’s fleet and delivery stations
• Compared to Northern and Western Europe, warehousing options are more cost-effective

Spain also has competitive operating costs, which are lower than in Germany, France, the Netherlands, and the Nordic countries, while still offering a high level of professionalism, skilled labour, and modern logistics services. This combination of affordability and reliability makes Spain an ideal location for Amazon merchants who rely on tight margins, efficient fulfilment and strong inventory turnover.

All of these elements establish Spain as more than just a national marketplace. It also functions as a strategic hub within Amazon’s European ecosystem, providing Chinese sellers with access to a robust consumer market, optimal logistics positioning and the potential for long-term scalability across Southern Europe and beyond.

Why Spain Appeals to Chinese Amazon Entrepreneurs

Spain is an attractive destination for Chinese Amazon entrepreneurs because it offers a strong local marketplace, strategic logistics advantages, and a business environment that supports long-term scalability. While Germany and France may have larger Amazon markets, Spain provides unique conditions that make it especially welcoming and accessible for Chinese sellers entering Europe or looking to expand their existing operations.

A major factor is the strength and growth of Amazon.es, which has become one of the central pillars of e-commerce in southern Europe. Spanish consumers are digitally savvy and increasingly comfortable with online shopping, and they are loyal to Amazon as a trusted marketplace. They are also extremely responsive to value-driven products – precisely the segment in which many Chinese brands excel. Categories such as electronics, phone accessories, household items, home improvement products, kitchen gadgets, fitness equipment, beauty devices and fashion accessories perform exceptionally well in Spain. The alignment of consumer demand and Chinese supply capability significantly reduces market entry friction, making Spain an ideal testing ground for new products or brand launches.

Another reason why Chinese entrepreneurs choose Spain is its highly developed logistics infrastructure, which is essential for achieving strong performance metrics on Amazon. Spain’s major industrial regions-Madrid, Catalonia, Valencia, Andalusia and Aragon-offer modern warehouses, an abundance of third-party logistics (3PL) services, and some of the most efficient transport corridors in the EU. The presence of large Mediterranean ports, particularly Valencia and Barcelona, provides a direct and often faster route for goods arriving from China. These ports are renowned for their high handling capacity, shorter waiting times, and more efficient customs procedures than more congested northern European ports such as Rotterdam or Hamburg. For sellers who prioritise reliability and speed in their supply chain, this represents a clear competitive advantage.

Well-developed motorways and regional freight networks inside the country ensure that goods can move quickly from ports to Amazon fulfilment centres. Spain’s logistics networks are optimised not only to serve the Spanish population, but also to support cross-border deliveries to Portugal and southern France. This makes Spanish warehouses an efficient base for broader coverage of the Iberian Peninsula and southern Europe.

The expansion of Amazon’s fulfilment footprint in Spain is perhaps the most decisive factor for Chinese sellers. Over the past few years, Amazon has invested significantly in Spanish infrastructure, adding multiple fulfilment centres, sortation hubs, and last-mile delivery stations. This growth reflects Amazon’s confidence in Spain as a long-term market and logistics centre. For sellers, this means increased capacity, faster replenishment, improved inventory distribution and fewer delays in FBA processing, even during peak seasons. Spanish fulfilment centres also integrate closely with Amazon’s European network, enabling stock to be automatically reallocated to France or Italy as required and effectively extending a seller’s reach with minimal effort.

Spain also offers a friendlier entry point into Europe for Chinese entrepreneurs compared to some northern markets. Operational costs, especially those related to warehousing, staffing and third-party logistics, are lower than in Germany, the Netherlands or Scandinavia. This enables sellers to safeguard their margins while expanding their Amazon operations across multiple marketplaces. Many sellers use a business base in Spain as part of a multi-location FBA strategy: they store the bulk of their inventory in Poland for cost efficiency, while positioning fast-moving SKUs in Spain to ensure rapid delivery to customers in the Iberian Peninsula.

There is also a cultural dimension to Spain’s attractiveness. Spanish consumers value new products, global brands and competitive online prices, providing Chinese entrepreneurs with a greater opportunity for rapid market penetration and organic sales growth. Spain is a country where consumers embrace innovation, home gadgets, tech accessories, and lifestyle improvements, creating constant demand for the kinds of products in which Chinese sellers excel.

These combined factors – market potential, Amazon growth, logistical efficiency, competitive operating costs and favourable consumer behaviour – make Spain a uniquely promising market for Chinese Amazon entrepreneurs. Spain is not only a place to sell products, but also a strategic base that connects sellers to the entire Southern European region while supporting reliable and scalable Amazon operations.

Spain as a Rising Amazon FBA Hub

It has rapidly evolved into one of the most important Amazon fulfilment and distribution hubs in Southern Europe. Over the last several years, Amazon has invested heavily in expanding its physical presence across the country by building a network of fulfilment centres, sortation facilities, and last-mile delivery stations that now play a central role in the company’s European logistics ecosystem. This expansion reflects Amazon’s confidence in Spain as a strategically valuable location, not only for serving the domestic market, but also for supporting regional distribution across Iberia and into neighbouring EU countries.

The Spanish fulfilment centres integrate modern robotics, highly efficient inventory management systems, and streamlined inbound and outbound processes. This results in faster processing times for shipments arriving from China, more reliable replenishment cycles and fewer day-to-day operational delays compared to older or more congested facilities in parts of Western Europe. For Chinese Amazon sellers, this reliability is essential. Smooth inbound processing helps prevent stockouts, protect listing rankings, and ensure consistent sales performance – especially in high-volume categories such as home goods, consumer electronics, kitchen products, and fitness accessories.

Spain’s network also provides exceptional geographic reach. Because fulfilment centres are strategically positioned near major transport corridors, especially around Madrid, Barcelona, Zaragoza and Seville, the country functions as a powerful logistics hub. Orders can be dispatched quickly to all regions of Spain and Portugal, while shipments destined for France, Italy or Central Europe can be transported efficiently by road or via Amazon’s internal cross-border distribution routes. This regional interconnectedness is a major advantage for Chinese sellers seeking to expand beyond a single marketplace and tap into multi-country demand.

Another important factor is speed. Spanish Amazon customers increasingly expect fast delivery, and Amazon has responded by building a dense last-mile network that enables many orders to arrive within one or two days. Sellers who choose to store inventory in Spanish fulfilment centres benefit from this accelerated delivery performance, which boosts conversion rates, improves customer satisfaction, and increases the probability of winning the Buy Box. Fast delivery is one of the strongest signals used in Amazon’s algorithm, so sellers positioned close to Spanish customers gain a measurable competitive edge.

Strategically, Spain’s FBA network is also essential for complementing other major Amazon regions. Many Chinese sellers use Spain as part of a hybrid FBA strategy, combining the strengths of multiple European locations: Poland offers cost-effective long-term storage and access to Central Europe; Germany offers high demand and broad reach; and Spain offers rapid access to the Iberian and southern European markets. This diversification helps sellers to maximise delivery speed to multiple customer groups while balancing operational expenses across different regions. Spain plays a crucial role in this structure, ensuring strong coverage of Southern Europe – a region where demand is rising, but where local logistical networks can be less efficient if managed from Northern Europe alone.

Spanish warehouses are also particularly useful for sellers with seasonal or fast-moving inventory. The country’s fulfilment network can handle high sales fluctuations during peak shopping periods, such as Black Friday, Christmas, and summer campaigns. Amazon typically allocates additional processing resources in Spain during these periods, helping sellers to avoid the delays that might occur in more saturated regions such as Germany or France. This makes Spain ideal for categories that experience significant seasonal fluctuations, such as outdoor products, household items, electronics, and lifestyle accessories.

As well as fulfilling orders within Spain, FBA centres in the country can serve as redistribution points for Amazon’s European Fulfilment Network (EFN). This means that inventory initially placed in Spain can automatically flow into other EU markets when demand shifts. This allows sellers to keep stock available across several countries without having to split shipments in advance. For Chinese entrepreneurs working with long sea shipments and large container loads, this flexibility is extremely valuable as it reduces the risk of inaccurate forecasting and simplifies inventory management.

Overall, Spain’s emergence as a leading Amazon FBA hub is due to its modern infrastructure, efficient automation, strategic geographic location, and robust cross-border logistics. For Chinese sellers looking to establish a sustainable presence in Europe, Spain offers more than just a market; it provides a robust operational foundation that supports fast delivery, consistent performance, and long-term growth potential across multiple Amazon marketplaces.

The advantages of running an Amazon business from Spain

Running an Amazon business from Spain provides a wide range of advantages that closely align with the needs of Chinese e-commerce sellers. Spain combines strong consumer demand with strategic logistics positioning, making it an increasingly attractive location for establishing or scaling Amazon operations in Europe.

One of the most compelling advantages is Spain’s rapidly growing Amazon customer base. Online shopping in Spain has grown remarkably, with millions of households now using Amazon.es as their main online marketplace. Spanish consumers are open to new brands and products, particularly if they offer good functionality, quality and value. Once a product has proven itself, Spanish buyers tend to be loyal, generating repeat purchases and positive reviews that help listings climb Amazon’s search results. For Chinese entrepreneurs, this behaviour can accelerate brand development and establish a stable revenue base more quickly than in some other European markets.

Another significant strength is Spain’s natural advantage as a logistics gateway to the entire southern European region. From a single location in Spain, sellers can efficiently serve not only Spanish customers, but also those in Portugal, southern France, and parts of Italy. The country’s infrastructure supports this regional role, with highways, freight terminals and cross-border transport routes forming a dense, high-capacity network that allows goods to move smoothly between markets. For Chinese sellers building a multi-country Amazon strategy, this makes Spain an essential anchor point. Products stored in Spanish fulfilment centres can be delivered quickly across Iberia and beyond, meeting Amazon customers’ expectations of fast shipping and helping sellers to maintain the performance metrics that drive Buy Box success.

The demand landscape in Spain also favours Chinese sellers. Many product categories in which Chinese brands have a competitive edge, such as home goods, electronics, kitchen accessories, décor, beauty devices, fitness equipment and smart gadgets, are among the best-performing in the Spanish market. Spanish consumers appreciate practical, affordable and innovative items, and tend to be early adopters of new home and lifestyle trends. This creates an environment in which Chinese sellers can quickly gain traction, test new SKUs and scale up successful products more quickly than in some of the more saturated Amazon markets in Northern Europe.

Costs are another important factor. Spain offers a more favourable cost structure than many Western European countries. While it is not the lowest-cost country in the EU, it offers a good balance of affordability and infrastructure quality. Warehousing, staffing, and logistics services are generally less expensive than in Germany, France, the Netherlands, and the Nordic countries. For Amazon sellers who rely heavily on storage, handling, and frequent inventory movement, these cost advantages can significantly boost margins. Lower operating expenses mean that sellers can remain competitive on price while still investing in advertising, brand development, and product innovation.

Spain’s fulfilment infrastructure is also a major asset. Amazon has invested heavily in modern Spanish facilities, many of which are more automated and organised than older centres elsewhere in Europe. These centres are designed to handle increasing order volumes, improve stock rotation speed and reduce inbound processing times – critical factors for Chinese sellers, who must maintain good inventory health and avoid stockouts. The quality of the Spanish fulfilment network enables sellers to fulfil orders quickly and meet Amazon’s strict performance standards in areas such as delivery speed, customer satisfaction and refund handling. Reliable fulfilment is one of the most important drivers of seller success, and Spain’s infrastructure supports long-term scalability.

When these advantages are combined, Spain becomes much more than just another Amazon marketplace. It provides a strategic foundation for establishing a robust presence in Southern Europe while maintaining access to broader EU markets. Chinese entrepreneurs benefit from fast-growing demand, efficient logistics, competitive operating costs, and modern fulfilment capabilities – all of which contribute to more stable growth and stronger long-term performance on Amazon.

Spanish Warehousing and Fulfilment for Chinese Sellers

Spain’s warehouse and fulfilment landscape offers rich opportunities for Chinese Amazon entrepreneurs looking for efficient, scalable and well-connected logistics hubs in Europe. Beyond the general statement that modern industrial zones around Madrid, Barcelona, Valencia and Seville host advanced logistics centres, we can now examine this in more detail and highlight a few key Amazon and third-party logistics (3PL) locations that are directly relevant.

For example, in the Barcelona region alone, there are multiple Amazon fulfilment centres: BCN1 in El Prat de Llobregat (Avinguda de les Garrigues 6-8, 08820 El Prat de Llobregat, Barcelona); BCN2 in Martorelles (Carrer de la Vernada, 22, 08107 Martorelles); and BCN3 in Castellbisbal (Carrer Ferro, 12, 08755 Castellbisbal). These centres are located in one of Spain’s logistics hubs, providing Chinese sellers with direct access to the populous Catalonia region, as well as to Mediterranean sea routes from Asia.

In the Madrid area, important logistics hubs include MAD4 in San Fernando de Henares (Avenida de la Astronomía 24, 28830 San Fernando de Henares, Madrid), as well as MAD6 in Illescas (Avenida Logística, 13, 45200 Illescas, Toledo). These locations provide excellent coverage of Spain’s central and eastern markets. Using a fulfilment centre near Madrid gives Chinese sellers rapid access to Spain’s largest consumer clusters and good connections to Portugal and southern France.

In Seville, notable locations include SVQ1 in Dos Hermanas (Polígono SEN, 23, 41703 Dos Hermanas, Sevilla), which supports Amazon’s network in the Andalusia region and provides access to southern Spain and North Africa via Mediterranean freight routes.

These centres offer services that are critical for Chinese Amazon merchants, including dedicated 3PL warehouses and preparation centres that carry out labelling, bundling, repackaging, quality control inspections, returns processing, and oversized storage. As Chinese sellers usually import goods in containers from Asia, having local preparation and inspection facilities is extremely valuable, as it ensures that goods meet Amazon’s inbound requirements, thereby reducing rejection rates, stockholding delays, and logistical errors.

Spain’s logistics ecosystem is also boosted by major seaports, such as those in Barcelona and Valencia, as well as efficient motorway and rail links connecting north-south and east-west corridors. There is also a growing network of Amazon’s own delivery stations and sortation hubs. These factors mean that sellers can deliver to Spanish customers quickly and manage cross-border shipments into Portugal, southern France, and Italy without the overheads or delays experienced when operating from more congested northern hubs.

When a Chinese Amazon seller chooses Spain and stores inventory in one of these fulfilment centres, they benefit from faster shipping to Iberia, better access to the Spanish and Portuguese markets, improved Amazon performance metrics due to shorter delivery times and simplified inbound logistics via Mediterranean ports. At the same time, Spain’s cost base remains more favourable than that of many Western or Northern European locations, meaning storage and handling fees tend to be more manageable for high-volume inventory.

For Chinese entrepreneurs developing multi-market strategies, Spain often serves as a regional hub, complementing other locations such as Poland or Germany. Inventory can be segmented across regions, with slower-moving SKUs or bulk stock held in lower-cost countries, and fast-moving or trendy SKUs placed in Spanish fulfilment centres to serve southern Europe quickly. Returns and oversized goods can be managed via prep centres in Seville or Barcelona.

In summary, Spain’s warehousing and fulfilment infrastructure offers Chinese Amazon sellers an exceptional combination of speed, connectivity, and logistics flexibility. By selecting the right fulfilment centre – whether in Barcelona, Madrid or Seville – and coordinating inbound logistics, Amazon prep services and VAT/compliance support, sellers can establish an operational base that supports local growth in Spain and broader expansion across Southern Europe.

How RUE Supports Chinese Amazon Sellers in Spain

RUE plays a central role in helping Chinese Amazon entrepreneurs to establish a strong, reliable and fully compliant presence in Spain. Entering the European market, especially through Amazon, requires navigating complex administrative, legal, and logistical systems. RUE simplifies this process by providing a comprehensive operational setup tailored to the specific needs of Chinese e-commerce sellers.

The process usually begins with the creation of a Spanish company. RUE prepares all the necessary incorporation documents, handles filings with the relevant authorities and establishes a structure that is fully suited to Amazon operations. This includes appointing directors, assisting with shareholder arrangements, providing a registered address and helping clients to open corporate or fintech bank accounts that integrate seamlessly with Amazon’s payment systems. Once the company is registered, it is ready to receive payments, issue invoices and enter into contracts with logistics partners, fulfilment centres and Amazon itself.

Ensuring full tax and customs compliance is equally important. RUE can assist with obtaining a Spanish VAT number and registering for EORI for customs clearance. If needed, we can also coordinate VAT registrations in other EU countries where Amazon may store inventory. We also help sellers to understand the administrative and tax implications of Amazon programmes such as EFN and Pan-European FBA, ensuring that each client operates legally and efficiently. Our accounting team handles the day-to-day realities of Amazon bookkeeping, such as processing payouts, reconciling fees and refunds, and advertising expenses, as well as producing accurate monthly or quarterly tax filings. This gives sellers peace of mind, safe in the knowledge that every aspect of their financial and tax structure aligns with Spanish and EU regulations.

In terms of logistics, RUE acts as a bridge between Chinese sellers and Spain’s network of Amazon FBA centres, third-party warehouses, and freight forwarding companies. We help clients choose the most suitable storage location depending on their product type, order volume, and target customer base. Whether the focus is Barcelona, Madrid, Seville or Valencia, we guide clients towards fulfilment centres and third-party logistics (3PL) warehouses that can provide efficient inbound processing, labelling, repackaging, quality inspection and returns management. We also coordinate customs clearance for goods arriving from China, ensuring products enter Spain smoothly and are transported to an Amazon FBA centre or prep centre without delay.

For brands aiming for long-term growth, we advise on Amazon-specific operational strategies, such as splitting inventory between Spain and Poland, optimising shipping costs within Iberia, structuring ads and VAT obligations for multi-country expansion and protecting trademarks and product listings through EUIPO and Amazon Brand Registry. RUE can also guide sellers of private-label products through certifications (such as CE marking), packaging requirements, safety documentation and other compliance matters needed to list items in the EU marketplace.

Some entrepreneurs choose to operate remotely, while others prefer to establish a partial or full presence in Spain. For those who wish to relocate, we can support the process by providing guidance on Spanish business visas, residence permits, family reunification procedures, and practical matters such as registering with local authorities or finding office space. Although not required for Amazon operations, relocation can help businesses to manage logistics more closely and to explore new regional opportunities.

Ultimately, RUE becomes more than just a provider of isolated services. We act as an ongoing strategic partner, helping Chinese sellers to grow efficiently in Spain and expand into wider European markets such as France, Germany and Italy while maintaining compliance across all jurisdictions. By managing the legal, financial, and logistical complexities behind the scenes, RUE enables entrepreneurs to concentrate fully on product development, listing optimisation, marketing, and establishing a successful Amazon brand in one of Europe’s most promising e-commerce regions.