For years, the HORECA distribution business has been its own world: personal relationships, fixed delivery routes, and trust built order by order. But the market is shifting, and there are clear signs that Amazon is setting its sights on this channel.
As of today, in Spain Amazon does not operate as a wholesale distributor of beverages or food for the hospitality sector, but in countries like the United Kingdom and the United States, it has already started doing so, offering B2B pricing, fast delivery, and volume discounts on categories very similar to those handled by professional distributors.
Could it happen here? Yes — and the smartest response is not to fear it, but to prepare in advance.
🔍 What’s Happening Abroad
In the UK and the US, Amazon Business already offers a product catalog tailored to professional buyers: beverages, consumables, cleaning products, utensils, and light kitchen equipment, all with fast delivery and visible pricing.
The key change isn’t the product itself — it’s the buying habit. Bars and restaurants are getting used to ordering directly online, without calling their usual distributor. So far, this trend focuses on easy-to-handle items — soft drinks, bottled water, disposables — but it clearly shows where things may be headed.
⚙️ Why Spain Is Still Different
There are several factors slowing down Amazon’s direct entry into the Spanish HORECA market.
Alcohol regulations and product traceability require specific licenses and fiscal control. Cold chain logistics and pre-service deliveries are complex and costly to replicate. And the strength of local distributors — relationships built on trust and proximity — still outweighs price alone.
All of this slows down the process, but it doesn’t stop it. Amazon tends to enter through the simplest categories… and it gains ground little by little.
💡 What HORECA Distributors Should Be Doing Now
This is a time for reflection, not reaction. Here are some key strategies that can make the difference when change arrives.
1. Strengthen relationships with your clients. Understand their habits, listen to what they really value, and maintain close contact. A bar might try Amazon once out of curiosity, but they’ll stay loyal to the distributor who solves problems at eight in the morning.
2. Improve efficiency and stock rotation. You don’t need to sell cheaper — you need to sell smarter: control stock, optimize routes, avoid immobilized inventory, and focus on fast-moving products.
3. Make online ordering available — but through you. If bars want the convenience of online shopping, let them have it with you, not Amazon. A simple online order form or mobile app doesn’t replace personal service — it enhances it. Let your customers place orders whenever they want, knowing that there’s still a person behind the system who understands their business.
4. Diversify your product range and add value. Broaden your assortment, include complementary products, and anticipate your clients’ needs. Amazon sells standard; the distributor wins when offering tailored solutions.
5. Invest in visibility and communication. Show professionalism online too: keep your catalog updated, respond quickly, and communicate clearly. When a bar sees its distributor as a modern, reliable partner, it has no reason to look elsewhere.
🔎 In Summary
Amazon does not yet sell beverages wholesale in Spain, but the model will come — sooner or later. And when it does, distributors who have already adapted — those combining personal service with digital agility — will have the upper hand.
The future isn’t about choosing between traditional or digital approaches, but about combining both worlds.
Distributors who understand this in time will remain indispensable players in the HORECA channel, even when Amazon knocks on the door.