Amazon VP Dharmesh Mehta Advocates for Consumer Trust at Brussels Event

In a keynote address at the Amazon Academy in Brussels on July 25, 2025, Dharmesh Mehta, Amazon's Vice President for Worldwide Selling Partner Services, emphasized the company's commitment to enhancing consumer trust within the European Single Market. Highlighting the significant role of small and medium-sized enterprises (SMEs) in driving innovation and economic growth, Mehta underscored the necessity of a robust regulatory framework that facilitates cross-border trade while prioritizing consumer protection.

Mehta's address opened with a reflection on Amazon's long-standing mission to provide exceptional customer service, a principle that has guided the company since its inception over three decades ago. "At the center of this is customer obsession and focusing on our customers and how we delight them every day," Mehta stated, illustrating the importance of both individual consumers and the SMEs that leverage Amazon's platform to reach broader markets.

Since its launch in Europe in 1998, Amazon has reportedly supported over 127,000 SMEs, investing more than €225 billion in the region since 2010. This investment has created approximately 450,000 jobs across nine EU countries, according to Mehta. This growth narrative was illustrated with success stories from entrepreneurs like Christoph De Smet, who transformed his Australian-inspired leather wallet business into a flourishing enterprise, and Dave McGeady, who expanded his vegan protein powder brand from local sales in Ireland to a significant international presence.

Critical to the discussion was Amazon's investment in consumer safety and trust, with Mehta revealing that the company allocated over $1 billion (approximately €850 million) in 2024 to combat counterfeit products and fraud. "We use artificial intelligence and human experts to proactively verify and continuously monitor our store for potentially fraudulent, infringing, inauthentic, non-compliant, or unsafe products," he explained, highlighting ongoing efforts to protect both consumers and sellers.

Mehta detailed three strategic initiatives aimed at fostering trust and enhancing operational efficiency. First, he advocated for the implementation of a Digital Product Passport to provide consumers with comprehensive product information in their native languages. Second, he urged the EU to harmonize Extended Producer Responsibility (EPR) schemes to alleviate the regulatory burden on SMEs. Lastly, he called for the modernization of VAT compliance processes, which currently present barriers to cross-border commerce for small businesses.

In conclusion, Mehta reaffirmed Amazon's commitment to supporting the EU's vision for a more integrated and competitive Single Market. He stated, "This isn't just about commerce - it's about enabling European competitiveness and autonomy." The address resonated with the audience, emphasizing the importance of collaboration between private enterprises and public policy to create a marketplace that is equitable, safe, and conducive to growth.

As the landscape of e-commerce continues to evolve, the insights shared by Mehta could play a pivotal role in shaping regulatory frameworks that not only protect consumers but also empower small businesses to thrive in a competitive global market.