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The 2024 Overview of Amazon in Germany

Over the past 20 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, Amazon has become an e-commerce giant. Today, it’s one of the first places shoppers look for everything from cleaners to the latest tech gadgets. This success has been built over the years and is partly due to Amazon’s strategic approach to development. Any e-commerce business, no matter where it starts, can learn from Amazon to grow its business and attract and retain more customers. So, how does Amazon work in Germany? Let’s see!

An innovative approach is the most visited e-shop in Germany that estimated monthly traffic of 624.09 million visits in December 2023.  Each session lasted nearly 13 minutes on average, indicating a robust engagement despite a 9.84% drop from November. Additionally, the usage pattern leans heavily towards mobile devices, accounting for 64.62% of the traffic, compared to 35.38% from desktops. This highlights the growing preference for accessing the platform on-the-go. generated a revenue of $33.6 billion in 2022, which reflects its significant presence in the market. Here’s the breakdown of the platform’s revenue in Germany and worldwide from 2010 to 2022.


The key to Amazon’s success is its innovative technologies and customer-focused approach – not only in Germany. The company popularized free shipping and returns and reduced consumer concerns about shopping online. Additionally, the store offers next-day delivery for a reasonable price, making it one of the first online stores that used such an option. This tactic solved the problem of online shopping, where you have to wait for the product to arrive, which can irritate the consumer for some offers. As a result of offering reasonably priced shipping, Amazon could attract customers who would have otherwise bought from a physical retailer. In addition, as part of its commitment to excellent customer service, Amazon has developed several tools that users can use to track packages and quickly return or replace orders. 

The brand’s commitment to becoming the world’s most customer-focused company has paid off so far. This has resulted in the ease and convenience of online shopping and impacts the growing number of new sellers.

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, followed by other brands. As of December 2023, the most visited online stores in Germany were:



In 2023, the most common payment option in Germany was PayPal. According to report, 57% of German consumers preferred PayPal over other mobile payment options, highlighting the significant adoption of digital payment methods over alternatives such as cash in advance and prepaid cards. Furthermore, a study by Rapyd noted that more than 80% of Germans had used PayPal for a recent purchase, and 54% of Germans considered PayPal their favorite way to pay, outperforming other online payment methods and wire transfers​​​​. This trend reflects a broader shift towards cashless payments and the increasing importance of digital wallets in the German market.

The best employer in Germany

Amazon’s dedication to its workforce in Germany and across Europe is evident in its recognition as a Top Employer 2023 in Europe. This certification is a testament to Amazon’s efforts in creating a better work environment through excellent HR policies and people practices. The company has been acknowledged for its care for the development and well-being of its employees, thanks to offering competitive salaries, interesting benefits, and opportunities for career growth in a safe, inclusive, and modern work environment​​.

Furthermore, Amazon’s impact extends beyond direct employment, as it supports small and medium-sized enterprises (SMEs) in Germany through its platform. These SMEs, in turn, have created more than 150,000 additional jobs (in 2022), indicating Amazon’s broader influence on the job market. The company also runs the Career Choice program, which helps train employees for in-demand jobs at Amazon and other companies, further demonstrating its investment in the workforce​​​​.

Trust in Amazon

Personal data protection on the internet is a hot topic in Germany and many Germans are distrustful of online services. German internet users are concerned that companies collect too much of their personal information. At the same time, they are online, and almost one in two try to share as little information as possible.

Generally speaking, Amazon is perceived as an innovative and trusted brand. Among these recognitions, the Axios Harris Poll and similar major annual reputational rankings place Amazon at or near the top for its favorability, trustworthiness, visibility, and innovation. This highlights Amazon’s strong reputation among consumers, indicating that it is indeed a trusted online brand in Germany and beyond, such as in Poland or the United States.


For environment

Amazon is committed to sustainability and environmental responsibility through various initiatives. These include The Climate Pledge, which is Amazon’s commitment to reaching 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. Additionally, Amazon has launched the Climate Pledge Fund to support the development of sustainable technologies and services. These efforts reflect Amazon’s broader strategy to minimize its environmental footprint and promote sustainability.

Over to you

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, a variety of offers, but above all, customers who tend to return orders. Nevertheless, Amazon does very well here. Availability, speed, punctuality – these are what set Amazon apart from the competition.


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 it convenient to shop across Europe and ensure your items are delivered to your chosen address.

How does machine translations enhance the shopping experience for customers outside Germany?

Machine translations play a crucial role in breaking down language barriers, allowing customers worldwide to access, search, and shop on websites from Germany and other European countries. This technology translates pages, product details, and service information, making it easier for international customers to understand and make informed decisions about their purchases.

What are the benefits of using a Fire TV for accessing shopping and advertising services in Germany?

Using a Fire TV to access shopping and advertising services in Germany offers a unique and convenient experience. It allows users to browse through various services, watch advertising content related to their interests, and even make purchases directly from their TV. 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, ensuring 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, and sometimes even cash on delivery. These platforms also provide clear details on shipping costs, allowing you to manage your money effectively and 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 thorough 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.