Amazon Poland PPC Guide

Amazon Poland (amazon.pl) opened in March 2021, which makes it one of the newer European storefronts rather than one that has been trading for decades. Shoppers browse in Polish and pay in Polish złoty. Poland sits inside the European Union and its customs union but outside the eurozone, so the currency you earn here is not the currency most sellers arriving from western Europe keep their costs in.

Those facts decide most of what is different about advertising in Poland. A campaign structure copies across from another marketplace without much trouble, but the keyword list underneath it does not, because Polish is a heavily inflected language and the terms shoppers type are not the terms a translation tool produces. Prices are shown inclusive of Polish VAT, so a shelf price carried over at face value does not leave you the same net revenue it did in the market you took it from, which means the target ACoS built on that older net figure no longer holds.

For a seller expanding in, the sensible order is to prove demand before taking on compliance. Existing EU inventory can serve Polish orders from another member state, which generally keeps a Polish VAT registration out of scope until you place stock in the country, though you should confirm your own position with an adviser before committing. Treat the first few months as a discovery exercise: run wider match types than you normally would, read the search-term report closely, and build the manual campaigns out of what Polish shoppers actually typed.