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Amazon or Allegro: where to sell to Polish buyers
Daniel Pawłowski · Amazonway · · approx. 7 min read
A brand that wants to sell to Polish consumers through a marketplace faces one question before any other: Allegro or Amazon. The answer depends less on the platforms themselves than on where you want to sell. Allegro is the Polish market and its neighbours. Amazon is a European network in which amazon.pl is one of nine stores and, for Polish buyers, clearly the smaller name.
If your goal is Polish consumers, Allegro is where they are: in Gemius research 86% of Polish internet users name it unprompted as a shopping site, against 20% for Amazon. If you already sell on Amazon in Europe, amazon.pl is a cheap addition from the same account, but it will not replace Allegro in Poland. Running both makes sense once the product can carry two cost structures and two sets of data requirements.
Sources checked: 29 September 2026. Figures come from the publishers: the Gemius report, Allegro's own releases and Amazon's seller pages. Fees change independently of us, so check both price lists before deciding.
Who buys: Poland against Europe
On Allegro's side the numbers are unambiguous. The company reported 15.3 million active buyers in Poland in 2025 and 21 million including its foreign markets (Allegro, 12 March 2026). In a Gemius survey from July 2025, 86% of Polish internet users named Allegro unprompted, and 71% named it first. Amazon came fifth with 20%, behind Temu (32%) and OLX (30%) (Gemius, “E-commerce w Polsce 2025”, online survey of 1,629 internet users aged 15+).
Amazon does not publish buyer numbers for amazon.pl, so an honest head-to-head is not possible. What can be compared is where each platform leads. One Amazon seller account reaches nine European stores: amazon.de, .fr, .it, .es, .nl, .se, .pl, .com.be and .co.uk (sell.amazon.pl). Outside Poland, Allegro runs marketplaces in Czechia, Slovakia and Hungary (Allegro).
Fees: a similar structure, a different entry threshold
| Item | Allegro | Amazon (amazon.pl) |
|---|---|---|
| Subscription | not mandatory; optional business packages at 49, 199 or 3,000 PLN a month | Professional plan 165.91 PLN a month excl. VAT, or Individual plan at 4 PLN excl. VAT per item sold |
| Listing an offer | free in most categories | covered by the Professional plan |
| Commission | a category-dependent percentage | referral fee of 2.5% to 15%, depending on category |
| Commission base | price including delivery | the full amount the buyer pays, including delivery |
Sources: Allegro fee schedule, Amazon.pl fees.
Both platforms charge commission on the price including delivery, so “free shipping” built into the price does not reduce the fee. The difference is the entry threshold. Allegro lets you start with no fixed monthly cost and test demand on a handful of offers. If you already pay for Amazon's Professional plan in another European store, adding amazon.pl costs nothing extra in subscription terms.
Selling on Allegro as a company from outside Poland
You do not need a Polish company. Allegro has a registration path for businesses from the European Economic Area and a separate one for businesses from outside it, including the UK (Allegro, registration for non-Polish companies). The practical work sits elsewhere: listings in Polish, customer service in Polish, and returns handled to Polish buyers' expectations. That is the part we take over as an Allegro agency, and the steps are set out in our guide to opening an Allegro account.
Logistics: both platforms run their own fulfilment
On both you can ship yourself or send stock to the platform's warehouse: Allegro One Fulfillment or Amazon FBA. Storing stock in Poland, on either platform, generally means registering for VAT in Poland, because moving your own goods into another EU country and selling from there fall outside the OSS scheme. We explain the mechanics in our chapter on VAT, OSS and EPR.
The decision in three scenarios
| Your situation | Where to start | Why |
|---|---|---|
| You want Polish consumers specifically | Allegro | that is where Polish buyers are, with no mandatory subscription |
| You already sell on Amazon in Europe | amazon.pl first, Allegro next | amazon.pl is an extension of your existing account; Allegro is where volume sits |
| You want Poland and its neighbours | Allegro, then Czechia, Slovakia and Hungary | the same offers reach Allegro's foreign marketplaces, with automatic translation |
Any second channel has its own arithmetic beyond commission. We cost it layer by layer in our piece on what another marketplace really costs.
Running both: what to watch
- Product data does not transfer one to one. Allegro builds visibility on parameters and category, Amazon on attributes in a catalogue shared by all sellers. The same product has to be described twice, each in the platform's own terms.
- A price on one channel is visible from the other. Buyers compare, and a price gap on the same product moves sales to wherever it is cheaper. Set a pricing policy for both before launch.
- Stock has to agree every day. Selling the same unit twice ends in a cancellation. On Amazon the seller cancellation rate is one of the account health metrics, and on Allegro cancelled orders do not count towards the Super Seller thresholds (see our chapter on ratings and Super Seller).
How Amazonway handles it
We run both channels, so we have no reason to push one over the other. We start from where your customers are and what margin the product leaves after commission and logistics on each platform, and only then decide the order. Our scope is described on the Allegro agency and Amazon account management pages, and our rates are on the pricing page.
Talk to us about which channel to start with →
FAQ: Amazon or Allegro
Do I need a subscription to sell on Allegro?
No. Subscriptions for business accounts (49, 199 or 3,000 PLN a month) are optional. Listing is free in most categories, and you pay a sales commission calculated on the price including delivery.
What does selling on amazon.pl cost?
The Professional plan is 165.91 PLN a month excluding VAT, the Individual plan 4 PLN excluding VAT per item sold. On top comes a referral fee of 2.5% to 15% by category, charged on the full amount the buyer pays, delivery included.
Can a company from outside Poland sell on Allegro?
Yes. Allegro has registration paths for companies from the European Economic Area and from outside it, including the UK, and a Polish company is not required. Expect to provide company documents and a payout account that accepts PLN transfers.
Where are more buyers in Poland?
On Allegro, by a wide margin. Allegro reported 15.3 million active buyers in Poland in 2025. Amazon does not publish a figure for amazon.pl, but in Gemius research 86% of Polish internet users name Allegro unprompted, against 20% for Amazon.
Does Allegro reach beyond Poland?
To its neighbours, yes. Allegro runs marketplaces in Czechia, Slovakia and Hungary and can translate offers and messages automatically. Western Europe is Amazon's territory.
Sources
- Allegro, 2025 results release (12 March 2026)
- Gemius, “E-commerce w Polsce 2025” report (online survey, 17-24 July 2025, N=1,629)
- Allegro, seller fees, foreign marketplaces and registration for non-Polish companies
- Amazon, Amazon.pl fees and selling across Europe