Including its marketplace, Amazon has a 63 percent share of Germany’s online retail market. Almost all German online shoppers buy from Amazon, which also has a major impact on physical retail. The company directly or indirectly influences 41 percent of German spending in the product categories studied.
This emerges from a new study by IFH KÖLN (Institut für Handelsforschung) and General Evidence. According to the researchers, sales generated via Amazon in Germany reached 69.1 billion euros last year, up 3.2 billion euros, or 5 percent, from 2024.
Overall, Amazon accounted for 63 percent of total online spending in Germany last year. The lion’s share came from selling partners: together, they accounted for 46.1 percent of online retail spending in Germany, while Amazon itself accounted for 17.2 percent.
Of online shoppers in Germany, 97 percent shop on Amazon, according to the representative consumer survey. 59 percent have a Prime membership. Amazon continues to invest in its logistics network in the country.
IFH KÖLN stresses that Amazon is gradually facing somewhat stronger competition in Germany. Otto and Zalando saw their combined sales in their home market increase by 1.4 billion euros last year, while Shein and Temu recorded combined growth of around 1 billion euros. That is less than Amazon’s 3.2 billion euro increase, but in relative terms the Chinese platforms are closing the gap.
One in eight consumers says they are shifting some purchases to Chinese platforms, according to the researchers.
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