The D9+ comprise 13 of the EU’s most digitally advanced and pro-innovation member states. Recent data from a number of these countries tells a compelling story: where digital-friendly and harmonised regulatory environments exist, investment follows.

The transformation of Europe’s digital economy continues to demonstrate how forward-looking policies can drive growth and create jobs across the continent. Our latest European Economic Impact Report reveals compelling evidence of this digital acceleration throughout the European Union. €27 billion of our total €38 billion EU investment in 2024 went to D9+ countries, representing 72% of our EU investments while these countries account for just 37.6% of EU GDP. This success extends beyond direct investment – these countries have seen higher rates of SME digital adoption and cross-border trade.

In 2024, Amazon invested over €38 billion in the EU, bringing our total investment since 2010 to more than €225 billion. This substantial commitment has translated into significant economic impact: external third-party research Keystone estimates that our activities contributed an additional €29 billion to the EU’s GDP in 2024 alone. Moreover, Amazon now employs more than 150,000 people directly across the EU, while supporting over 200,000 indirect and 250,000 induced jobs through our operations and investments.

An interesting datapoint related to these investments is how much of it has been invested in D9+ economies and what it tells us about the investment attractiveness of EU countries economies who embrace technology and innovation. If the EU is serious about leading in innovation, then this should act as an incentive for all countries to adopt similar approaches.

Within this broader EU context, we’ve observed particularly strong digital growth in countries that have embraced innovation-friendly approaches.

The employment impact tells an equally powerful story of digital transformation. Success stories are emerging throughout the region. Ireland exemplifies how strategic focus on technology and innovation can yield significant benefits – hosting about 6,500 Amazon employees despite its relatively small population. Spain has become another digital success story with more than 28,000 Amazon employees, while countries like the Czech Republic and Luxembourg have evolved into thriving digital hubs, each hosting more than 4,000 Amazon employees.

These achievements stem from clear policy choices: commitment to digital openness, innovation-friendly approaches, and strong international cooperation. The results validate what we’ve long advocated: embracing digital transformation creates jobs and drives economic growth at remarkable levels.

The success we’re seeing proves that when countries embrace digital innovation, the economic rewards can be substantial. Looking ahead, we see tremendous opportunities for digital growth across the entire European Union. Amazon is committed to helping realise the full potential of the digital economy in every EU country, working collaboratively with all member states to foster innovation, create jobs, and drive economic growth. By sharing best practices and learnings across borders, we can help build a stronger, more digitally enabled European economy.

With the Danish Presidency’s focus on competitiveness and regulatory simplification, as well as Portugal’s current leadership of the D9+, the EU has a real opportunity to scale this success across the entire region. By removing cross-border barriers, standardising digital requirements, and embracing innovation-friendly policies, the EU can create a truly unified digital single market that benefits businesses of all sizes and all EU citizens.

The foundations have been laid for Europe’s digital future. Now is the time to build on this momentum, working together to spread the benefits of digital transformation across the entire Union, ensuring that every EU member state can fully participate in the digital economy of tomorrow.

Lucy C. Cronin is the Vice President of EU Public Policy at Amazon.

Lucy serves as Vice President of Amazon’s EU Public Policy organisation. She leads a team focused on advancing Amazon’s goals and protecting our interests on policy, legislative, and regulatory issues through engagement with the region’s policy stakeholders.

Lucy is a senior public affairs professional with 30 years’ experience, working for a wide range of highly regulated sectors impacted by international, EU, national and local policy developments. During that time, Lucy has also been a director of a range of businesses, charities and NGOs and has delivered guest lectures on political communications at Dublin City University.

Lucy has a B.A. in political science from Trinity College Dublin and a Masters in International Relations from Université Libre de Bruxelles.