Amazon controls 63% of German online retail as sales hit €69.1bn
Amazon held a 63 percent share of Germany’s online retail market in 2024, with its marketplace generating €69.1 billion in sales. The figure represents a 5 percent year‑on‑year increase, driven largely by third‑party sellers who contributed 46.1 percent of online spending while Amazon’s own retail accounted for 17.2 percent.
According to the IFH KÖln and General Evidence study, 97 percent of German online shoppers purchased from Amazon last year, and 59 percent of those shoppers were Prime members. Beyond online, Amazon accounted for 17 percent of total retail spending (online and offline) in the studied product categories and influenced an additional 24 percent of spending in those groups. The study also noted that Otto and Zalando together grew their German sales by €1.4 billion, while Shein and Temu saw combined growth of roughly €1 billion. One in eight Amazon shoppers said they are shifting some purchases to Chinese platforms, mainly for price reasons. Amazon continues to invest in its logistics network in the country, expanding fulfillment centers and delivery capabilities to support its growing sales volume.
IFH KÖln stresses that Amazon is facing somewhat stronger competition in Germany from Otto, Zalando, Shein and Temu. The researchers note that, although Amazon still leads on product range, ease of ordering and delivery speed, Chinese platforms are gaining ground on price.
What we know
Amazon has a 63 percent share of Germany’s online retail market
Sales generated via Amazon in Germany reached 69.1 billion euros last year
Sales via Amazon in Germany increased by 3.2 billion euros (5 percent) from 2024
Selling partners accounted for 46.1 percent of online retail spending in Germany
Amazon itself accounted for 17.2 percent of online retail spending in Germany