Amazon and its sellers take 63% of German online retail, IFH Köln study finds

Amazon and the sellers on its marketplace took about 63% of German online retail spending in 2025, according to a study published on 7 October by the IFH Köln research institute and General Evidence. Sales through Amazon in Germany reached about €69.1 billion, up €3.2 billion on the year before.

The study combines a representative online survey of 1,002 consumers with order and usage data from Amazon customers. It covers 28 markets in six retail sectors.

Amazon’s growth in Germany beat Otto, Zalando, Temu and Shein

Amazon added more sales in euros than its rivals. Otto and Zalando together grew by about €1.4 billion in Germany. Temu and Shein together added about €1 billion. About one in eight consumers said they now move some purchases to Temu, Shein or AliExpress, mainly because of price.

Shoppers still rate Amazon best on range, ease of ordering and delivery speed, IFH Köln said. Study author Hansjürgen Heinick said Amazon is “by no means in retreat” (translated from German).

Marketplace sellers make 46.1% of German online sales via Amazon

External sellers on the marketplace account for 46.1% of German online retail spending. Amazon’s own retail business adds 17.2%. Almost every German online shopper, 97%, buys on Amazon, and 59% pay for Prime. IFH Köln counts 39% as heavy Amazon users.

The institute also looked at Amazon’s pull on shops outside its own site. People often search for a product or check its price on Amazon before they buy elsewhere. IFH Köln says Amazon is directly or indirectly linked to 41% of spending in the categories it studied. The share differs a lot between categories.

The figures come as German courts and other EU countries look harder at Amazon. Last week Germany’s top civil court voided Amazon’s Prime price clause. Austria has started charging a €2 levy per parcel on online sellers with more than €100 million in local sales.

Groceries are only 4.9% online in Germany

Food and other everyday goods are a market worth almost €300 billion in Germany, but only 4.9% of it is sold online, the study says. The top grocery categories people want on platforms are supplements, drinks and tea, snacks, and spices and sauces. Grocery brands selling in those four categories can check this week how their products rank in Amazon search in Germany and whether a marketplace seller lists them at a lower price.