1. High risk2. Because Amazon's European site faces multiple risk factors. First, the European market is highly competitive, and Amazon needs to compete with other e-commerce platforms, which increases the risk of competing for market share. Secondly, the laws, regulations and consumer rights protection in European countries are relatively strict, and Amazon needs to comply with relevant regulations, otherwise it may face legal risks and fines. In addition, the economic environment and political situation in European countries will also have an impact on Amazon's operations. For example, economic recession or policy changes may lead to declining sales or market instability.

3. When facing the high risks of Amazon's European site, companies can take some measures to reduce risks. For example, strengthen market research and competition analysis, formulate reasonable pricing strategies and marketing plans, and improve product quality and service levels to increase competitiveness. In addition, maintaining a good cooperative relationship with local governments and regulatory agencies, complying with laws and regulations, and strengthening consumer rights protection are also important means to reduce risks.