Observed Signal · Oct 7, 2026 · Market Analysis · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Amazon Dominates German E-Commerce with 63% Market Share
A new study by IFH Köln and General Evidence reveals Amazon's continued dominance in German e-commerce. In 2025, Amazon accounted for €69.1 billion, or 63% of Germany's online retail sales. The company's customer base grew to 55.9 million shoppers, up 10 million from five years ago. Amazon's success is attributed to high consumer trust, fast delivery, and a wide selection. However, competition is rising, with Asian platforms like Temu, Shein, and AliExpress gaining ground, collectively holding 5.3% of online sales in Q2 2025. The Bundeskartellamt fined Amazon €59 million for anti-competitive pricing practices, which Amazon is appealing. Experts note that AI assistants and new shopping experiences like TikTok Shop could challenge Amazon's position in the future.
The study provides insights into Amazon's dominant market position and competitive dynamics in German e-commerce, relevant for retailers and advertisers, but it is not a breaking news event but a recurring market analysis.
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Key Takeaways & Evidence Grounding
- Amazon generated €69.1 billion in German online sales in 2025, representing 63% of the market.
- 55.9 million Germans shopped on Amazon in 2025, up 10 million from five years earlier.
- The Bundeskartellamt fined Amazon €59 million for pricing restrictions on third-party sellers.
- Asian platforms Temu, Shein, and AliExpress accounted for 5.3% of German online sales in Q2 2025.
- 59% of Amazon customers in Germany subscribe to Amazon Prime.
Connected Companies & Entities
6 Entities mapped“Amazon ist seit Jahren die Nummer eins im deutschen Onlinehandel....”
“Otto und Temu sind laut IFH in Deutschland ebenfalls sehr bekannt......”
“Otto und Temu sind laut IFH in Deutschland ebenfalls sehr bekannt......”
“Plattformen wie Temu, Shein oder AliExpress...”
“Plattformen wie Temu, Shein oder AliExpress...”
“Anbieter wie der TikTok-Shop böten ein Einkaufserlebnis, das Amazon nicht abbilden könne....”
Ontology Mapping & Concepts
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