At a pivotal moment for Europe's economic future, the 2025 Aspen Forum brought together business and political leaders in Madrid to discuss European competitiveness and the future of the Single Market. The former Italian Prime Minister Enrico Letta’s report on the future of the Single Market has highlighted the need to deepen European market integration and strengthen competitiveness through the digitalisation of the region’s productive fabric, elements that will be fundamental for the EU's future.
During the forum, Ruth Díaz, General Manager of Amazon for Spain and Portugal, had the opportunity to discuss the future of the European Single Market with Enrico Letta and other prominent leaders.
As an active participant in facilitating access to the European Single Market, Amazon believes that leveraging the opportunities from new technologies to reindustrialise our economy and empower citizens and SMEs is key to achieving a more competitive Europe. This objective is entirely feasible, and at Amazon, we are committed to working towards its achievement.
To date, our strong commitment to the continent has generated more than 150,000 direct jobs in the EU (25,000 of them in Spain) and has enabled more than 127,000 European SMEs (including 17,000 Spanish ones) to access global markets through Amazon, achieving exports exceeding €20 billion.
Our vision is based on working toward a sustainable Single Market, open to partners who share European values and enhance local innovation, as the path to building a more prosperous Europe.
Here are the five key elements of our vision to strengthen the Single Market:
- Driving SMEs' digital transformation: The digital transformation of small and medium-sized enterprises (SME) emerges as one of the fundamental axes for boosting European competitiveness. SMEs, which represent 99% of all EU companies and generate 60% of European GDP, need tools and support to thrive in a global economy. Digitalisation can be their passport to global success. In this regard, access to advanced technologies, including artificial intelligence, is a priority.
- Continuing to work on a stronger and more dynamic Single Market: Strengthening the Single Market constitutes another essential pillar for European competitiveness. Recent research reveals the potential impact of eliminating existing barriers: in Spain alone, this could generate 99,000 new jobs and stimulate investments worth €1.2 billion, with a 0.6% increase in GDP per capita. These figures underscore the importance of moving toward a truly integrated, frictionless market.
- Administrative modernisation and transformation: To materialise this vision, it is essential to modernise public administration through the implementation of a uniform digital labeling system and harmonisation of recycling requirements at a European level. The consolidation of a unified VAT system for the entire EU demonstrates that instruments to facilitate international trade for SMEs are effective and can make a difference.
- The Importance of global innovation: Europe must maintain its openness to global innovation and strengthen collaboration with international partners to attract technological investment. This openness, combined with a stable and predictable regulatory framework, will allow Europe to maintain its position as a global leader in various strategic sectors. Simultaneously, the innovation drive must focus on promoting AI adoption in SMEs and developing technological solutions that promote sustainability.
- Education and talent, the keys to digital success: Our commitment to supporting the training of half a million students in technological and digital skills by 2027 exemplifies the type of initiatives needed to prepare the next generation for the future. This commitment to training is complemented by the active promotion of STEAM careers and the establishment of public-private partnerships in technological training.
The path towards a more competitive Europe requires coordinated action between the public and private sectors. We reaffirm our commitment to this goal through continuous investments in infrastructure and technology, support for digital talent development, and close collaboration with European institutions and national governments.
Our vision for Europe is founded on the conviction that the region can and should lead global innovation, supported by a strong and open Single Market where businesses of all sizes can thrive in the digital economy. This future requires determination, investment, and collaboration - elements that we’re committed to contributing in our role as a strategic partner for European economic development.
