Amazon Italy PPC Guide

Amazon Italy (amazon.it) is Amazon's Italian marketplace. It trades in euros, and shoppers browse, search and read reviews in Italian. It sits inside Amazon's European network, so an account already selling in Germany, France or Spain can usually add Italy without opening a separate business entity, but the listings, the keywords and the tax position all have to be handled on their own terms.

The language is the part sellers underestimate. Italian is an inflected language: nouns carry gender, singular and plural are different words, and Italian does not stack nouns the way English does. Where English writes "phone case", Italian uses a preposition, as in "custodia per telefono", and the same pattern runs through everyday product names. A listing translated word for word from an English original can be perfectly grammatical and still match none of the phrasings shoppers type. Keyword work here is research in Italian, not translation of an English keyword list.

Fulfilment is the other structural decision, and it feeds directly back into advertising. You can serve Italian orders from stock held in another European country, or place stock inside Italy. Holding inventory in Italy creates an Italian VAT registration obligation, while serving from abroad avoids that but lengthens the delivery promise a shopper sees on the listing. Delivery speed feeds into conversion, and conversion is what your bids are ultimately buying, so the fulfilment choice sets the ceiling on what your advertising can do.