Amazon accounts for almost two-thirds of online retail sales in Germany, according to new research.

 

A study by German retail research institute IFH Köln estimates the value of products sold through Amazon in Germany reached €69.1 billion (US$80 billion) in 2025, representing approximately 63 per cent of the country’s e-commerce market.

 

The figure includes sales by third-party merchants through Amazon Marketplace, which accounted for 46 per cent of the total. 

 

The e-commerce giant has become an important product search engine, advertising platform and source of pricing information. Across the retail categories examined, 17.2 per cent of sales were generated directly through Amazon, while a further 24 per cent were indirectly influenced by the platform through product searches, price comparisons or the visibility of offers.

 

One in eight German consumers reported shifting some purchases to Chinese platforms such as Temu, SHEIN or AliExpress, although Amazon continues to outperform its competitors in consumers’ perceptions of product selection, ease of ordering and delivery speed.

 

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