Amazon Controls 63 Percent of Germany’s E-Commerce Market

Amazon continues to maintain its strong position in Germany’s e-commerce market, accounting for 63 percent of the country’s total online retail spending.

According to a new study published by IFH KÖLN and General Evidence, the transaction volume generated through the platform rose to 69.1 billion euros in 2025. This figure represents an increase of 3.2 billion euros and approximately 5 percent compared to the previous year.

A Large Share of Amazon Sales Comes from the Marketplace

According to the study, 46.1 percent of online retail spending in Germany is generated through independent sellers on the platform, while the company’s direct retail operations account for 17.2 percent. Thus, the Marketplace model represents the majority of the platform’s total volume in Germany’s e-commerce market.

The consumer survey also demonstrates the platform’s broad reach. While 97 percent of online shoppers in Germany make purchases through Amazon, 59 percent have a Prime membership. The study also states that 39 percent of consumers belong to the group of users who shop heavily through the platform.

Shein and Temu Are Increasing Competition

The growth of new platforms in Germany’s e-commerce market is also continuing. While the combined sales of Otto and Zalando increased by approximately 1.4 billion euros last year, the combined growth of Shein and Temu reached around 1 billion euros. In contrast, Amazon generated an additional sales volume of 3.2 billion euros during the same period.

According to the study, one in every eight customers is shifting part of their purchases to China-based platforms. Price stands out as the main factor behind this shift. IFH KÖLN states that consumers still rate the platform more strongly than its competitors on key indicators such as product variety, ease of ordering, and delivery speed.

Artificial Intelligence Is Being Used More in the Online Shopping Experience

The use of artificial intelligence in e-commerce is also becoming part of the retail shopping experience. Amazon uses its shopping assistant, powered by generative and agentic AI technologies, for product discovery, comparison, personalized recommendations, and the purchasing process. In May 2026, the company renamed its shopping assistant Rufus as “Alexa for Shopping.”

The platform’s influence is not limited to e-commerce. Across the product categories examined, the company directly accounts for 17 percent of online and physical retail spending in Germany, while influencing an additional 24 percent of spending through purchasing decisions. As a result, its total influence reaches 41 percent.