Amazon is the leading e-commerce retail marketplace in Germany. Based on the Report shared a few weeks ago, it holds 63% of the online retail market. Registered Amazon SME’s from Germany generated more than EUR 20 billion through their Amazon sales in 2025. Less than a third of that amount, circa EUR 5.9 billion, came from cross-border sales.
DE Amazon Marketplace
Cross-border supplies of DE Amazon vendors surpassed the record figures, reaching in 2025, the final number of EUR 5.9 billion. Looking at the report, German SMEs sold more than 750 million products through Amazon in 2025.
However, Amazon states that the number of local SMEs registered on the platform fell in 2025, to the levels of 2021.
Based on the figures, Amazon has a 63% share of Germany’s online retail market, and that also has a significant impact on the numbers of the brick and mortar retail sales numbers. Based on the figures, Amazon influences in some manner approximately 41% from the total of retail sales in the country.
A recent study clarifies that sales generated via Amazon in Germany reached almost EUR 70 billion in 2025, which is an increase of 5% compared to 2024 figures.
DE Third-Party Vendors
The bigger part of the above indicated number of 63% of the total online retail sales in Germany that belongs to Amazon marketplace, is generated from third-party Amazon vendors.
Asian Marketplaces
The report also sheds some light on the growth of the competition that Amazon marketplaces are facing when “fighting” for consumers residing in Germany. Otto and Zalando saw their combined sales increase by EUR 1.4 billion in 2025, while Shein and Temu recorded combined growth of around EUR 1 billion.
One in eight consumers are shifting to make purchases from analyzed product categories to Asian e-commerce marketplaces.
Investment in DE Marketplace
Amazon shared earlier that it plans to invest more than EUR 16 billion in AI infrastructure, logistics and Prime Video content in the country during 2027. The firm is highly focused on increasing its investments in Europe’s largest economy.