Over the past 30 years, Amazon has developed from a small seller working from a garage in Seattle to a global company with millions of active customer accounts worldwide. Since its introduction to the market in 1994, it has become an e-commerce giant. Today, Amazon in Germany and around the world is one of the first places shoppers go to find everything they need. This success has been built over the years and is partly due to a strategic approach to development. Any e-commerce business can learn from Amazon how to grow, attract, and retain more customers.
So, how does Amazon in Germany work? Let’s see!
An innovative approach
Saying that Amazon.de is huge is like saying nothing. And in Germany, it completely dominates the e-commerce scene. We’re talking 394.3 million visits in a single month. That’s more than the population of the U.S. clicking around on one site.
Amazon in Germany holds the #1 spot in its category Marketplace > Ecommerce & Shopping. Globally? It ranks 59th overall. In Germany? Rank 3rd overall.
So yes, it’s a giant.
People don’t just pop in and leave either. The bounce rate is 31.01%, which means most users stick around. And when they do, they browse. A lot. Each visit includes an average of 9.18 page views. Users are spending over six minutes per session (6 minutes and 10 seconds, to be precise), clicking, comparing, and maybe impulse buying just one more phone case or pair of socks.
Visits trends
The past three months showed a little dip. From 413.8M in March, traffic dropped to 388.8M in April – but May bounced back up again.
A 1.42% increase from the previous month shows healthy momentum. While the curve isn’t dramatic, it’s stable. Thus, we can say Amazon in Germany is holding strong ground.
Competition
Etsy.com came close with 390.7M visits, but that’s a global site. Among the Germany-focused marketplaces, eBay.de pulled in 116.9M. Idealo.de and Otto.de are even further behind at around 49.9M and 44.8M, respectively. In terms of monthly volume, no one’s really breathing down Amazon.de’s neck.
Moreover, on Similarweb’s radar, eBay.de is the most similar site, with a 100% affinity. But its 116.9M monthly visits can’t really compare to Amazon.de’s reach.
Otto.de, with 91% affinity, brings in just 44.8M visits. Idealo.de ranks well in its price comparison niche but still only gets 49.9M. Etsy.com has a strong presence (390.7M visits), but with only 70% affinity, it’s catering to a different kind of shopper.
The audience? Local
A whopping 80.7% of all traffic comes straight from Germany. Austria adds another 8.44%, Switzerland brings 2.48%, and even the U.S. chips in with 0.66%. Denmark appears with 0.55%. These aren’t random visits. They’re loyal customers. The kind who know what they’re coming for.
Who’s shopping?
The crowd skews male – 62.6% of traffic comes from men, while 37.4% comes from women.
Age-wise, it’s the 25–34-year-olds who dominate the site. They make up 23.46% of visitors. The next big groups are 35–44 at 18.59% and 18–24 at 18.03%. Even the 45–54 age range brings in a solid 17.43%. Amazon in Germany is pulling in everyone from young adults to mid-career professionals to shoppers in their sixties.
Browsing habits
The high pages-per-visit number – 9.18 – is quite impressive. That’s not a quick scan-and-leave pattern. People are comparing products, jumping from category to category, or maybe scrolling for the perfect Lightning Deal. It’s high engagement, not passive clicking.
As you can see, Amazon in Germany isn’t slowing down.
The little green arrows in all the stats – country share, visit duration, bounce rate, session count – tell the same story: things are going up. Germany’s best online marketplace is getting even stickier. More time, more pages, more returning users. And because of that, it stays locked in as the #1 e-commerce platform in Germany’s marketplace category.
You want reach in Germany? Visibility? Engagement? This is where the clicks are happening.
Top 10 online stores in Germany
Germany’s e-commerce industry is thriving and gathering more and more followers. How does Amazon look against its background? Well, it is constantly leading the way.
When asked respondents about “Most popular online shops,” they indicated Amazon first. But how is the rest of the list?
Here are the updated results for May 2025:
As you see, Germany’s online retail landscape is dominated by global giants and local favorites. According to Semrush, Amazon.de keeps the crown with 393,697,527 million visits, averaging 6.57 pages per session. No one comes close. eBay.de holds second place with 97.5M visits, while Idealo.de lands third at 63.9M, though users click less here (just 3.26 pages per visit).
Otto.de and AliExpress round out the top 5, attracting 39.8M and 37M visits respectively. Both see higher bounce rates (52–47%), suggesting quicker visits or narrower intent.
Chefkoch.de, a recipe site, surprisingly grabs 6th with over 31.9M visits but the highest bounce rate: 66.01%. Users pop in, grab a recipe, and go. Next are Etsy (26.3M), MediaMarkt (25.1M), and Zalando (24.4M). Zalando stands out with a massive 8.97 pages per visit, meaning shoppers browse deep. Rising to 10th place is Kaufland.de with almost 20.7M visits, climbing one rank.
Amazon in Germany still leads the charge, but each site carves out its niche market, from price comparisons to fashion to food. Germany’s e-commerce mix is rich, fast-moving, and highly competitive.
Payments
As of March 2025, the most common ways Germans pay online are clear: digital wallets like PayPal and invoice payments top the list. In a survey of 7,060 consumers in Germany, these two methods were the go-to choices for most shoppers. They have become deeply embedded in the German e-commerce experience.
PayPal leads the charge, thanks to its:
- fast checkout,
- buyer protection,
- and no need to type in card details every time.
It’s convenient and trusted – two things German consumers care a lot about.
But traditional habits die hard. Paying “by invoice” is still incredibly popular. Many shoppers want to receive their goods before transferring any money. It’s a system built on trust and patience – values that resonate strongly in the German market.
Card payments, mobile pay apps, and other newer solutions lag behind these two, mainly because they haven’t built the same level of confidence or familiarity yet.
For businesses targeting German customers, offering both PayPal and invoice payment is expected. These preferences shape how Germans shop, and ignoring them means leaving money on the table.
The best employer in Germany
Amazon became a Top Employer 2025 in Europe – for the third consecutive year! This certification is a testament to Amazon’s efforts to create a better work environment through excellent HR policies and people practices. The company’s attention to employee development, well-being, diversity, and inclusion were major factors in receiving this honor.
Moreover, Amazon’s commitment to its employees is evident in its efforts to provide:
- Competitive pay and benefits
- Advanced workplaces and safe working conditions
- Opportunities for career development and growth
- A diverse and inclusive workplace culture
Furthermore, Amazon invested as many as €700 million since 2019 to drive innovation, AI, and expand its logistics network and cloud infrastructure. But there’s more. As part of its development in Germany, only by 2026, Amazon will invest €8.8 billion to build and maintain its cloud infrastructure for the AWS Europe (Frankfurt) region. In addition, they announced AWS’ plans to invest €7.8 billion in AWS European Sovereign Cloud by 2040.
Trust in Amazon
Personal data privacy on the Internet is a hot topic in Germany, and many Germans distrust online services. Internet users are concerned that companies collect too much of their personal information. Fortunately, Amazon is perceived as an innovative and trusted brand.
According to Infegy’s global dashboard (covering Jan–Dec 2024), Amazon ranks #3 most trusted brand, with a Trust Score of 1,096,015.
Moreover, an RTT News survey highlights Amazon as #1 in fandom, with 82% “Overall Love” and 74% “Overall Trust” among consumers. It’s a rare combo of affection + trust.
For environment
Amazon is committed to sustainability and environmental responsibility through various initiatives. These include the Climate Pledge Fund, which is Amazon’s promise to reach net-zero carbon by 2040, 10 years ahead of the Paris Agreement. Amazon also invests in renewable energy projects, aims to make all shipments net-zero carbon under the Shipment Zero project, and works on improving packaging efficiency to reduce waste.
These are not just empty words. They reflect Amazon’s broader strategy to minimize its environmental footprint and promote sustainability.
Last words on Amazon in Germany
The German economy is one of the strongest and most stable in the European Union. However, it is also one of the most demanding. When selling in this country, online retailers must deal with prominent delivery, payments, and various offers, but above all, with customers who tend to return orders.
Nevertheless, Amazon in Germany does very well here. Availability, speed, punctuality, sustainability – these are what set Amazon apart from the competition.
FAQs on selling in Germany
How can I get unlimited access to products from Germany and ship them worldwide?
To enjoy unlimited access to a wide range of products from Germany and have them shipped worldwide, consider using a fulfillment center that offers international shipping services. These centers manage the details of your purchase, from the initial search and shop process to handling customs and delivery to your specified address. This service ensures that you can buy products from Germany regardless of your country or location.
Can I use my account to manage purchases and track shipping for items bought in Europe, including Germany?
Yes, with an account on a platform that offers services in Europe, including Germany, you can easily manage your purchases, track shipping, and handle payments. These platforms often provide detailed pages on how to pay, ship, and even return items if necessary. They make shopping convenient across Europe and ensure your items are delivered to your chosen address.
How do machine translations enhance the shopping experience for customers outside Germany?
Machine translations can break down language barriers and allow customers worldwide to access, search, and shop on websites from Germany and other European countries. This technology translates pages, product details, and service information. It makes it easier for international customers to understand and make informed purchase decisions.
What are the benefits of using a Fire TV to access shopping and advertising services in Germany?
Using a Fire TV to access shopping and advertising services in Germany can give many benefits. It allows users to browse through various services, watch advertising content related to their interests, and even make purchases directly from their TVs. This integration of technology enhances the shopping experience by providing a user-friendly platform for discovering new products and deals.
How do fulfillment centers in Germany handle international shipping and customs for my purchases?
Fulfillment centers in Germany are equipped to handle all aspects of international shipping, including customs clearance. When you make a purchase, the center prepares your order, manages the shipping details, and ensures that all necessary customs documentation is completed. This service simplifies the process of buying items from Germany and ensures they are delivered to your delivery address without hassle.
What options do I have to pay for my purchases and shipping when buying from Germany?
When purchasing items from Germany, you typically have multiple payment options, including credit/debit cards, online payment services, credit cards, debit cards, and sometimes even cash on delivery. These platforms also provide clear details on shipping costs, allow you to manage your money effectively, and let you choose the most convenient payment method for your needs.
How can I research and find the best services for selling, shipping, and advertising products in Germany to a great place like Europe?
To find the best services for selling, shipping, and advertising products in Germany across Europe, start by conducting good research online. Look for platforms that offer comprehensive details on their services, including shipping rates, advertising options, and selling tools. Reading reviews and testimonials can also provide insights into the quality of service and customer satisfaction. Additionally, consider the culture and customs of your target market to tailor your approach for a more effective strategy. After reading this article, you will know why Amazon is among the best choices.
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