Amazon Christmas Market

The challenge

Amazon sought to highlight the diversity and entrepreneurial spirit of its European SME vendors — the small and medium-sized businesses that form the backbone of its marketplace. At the same time, the company wanted to create a platform where these vendors could share their experiences and discuss some of the remaining barriers to trade and growth within the EU Single Market.

What we did

We conceptualised and produced a unique hybrid event in Brussels: a European Christmas Market that brought the stories of Amazon’s SME vendors to life. The venue was transformed into a festive village square where businesses from across Europe could showcase their products, meet policymakers, and connect with each other.

The evening combined a policy-focused conference with a warm, engaging social gathering set within the market — encouraging informal dialogue between entrepreneurs, EU officials and other stakeholders.

Results

The event drew hundreds of participants, including Members of the European Parliament, Commission officials, and representatives of business associations. It successfully positioned Amazon as a champion of European entrepreneurship and gave SMEs a tangible platform to share their stories, challenges, and successes within the EU marketplace.