Amazon dominates German e-commerce and hits 100 billion euro investment milestone

Amazon maintains a dominant position in the German e-commerce market, accounting for approximately 63 percent of online sales revenue. According to a study by IFH KÖLN and General Evidence, the company's total retail turnover in Germany recently reached approximately 69.1 billion euros. The study notes high market penetration, with 97 percent of German online shoppers using Amazon and 59 percent holding Prime memberships.

While Amazon's revenue grew by roughly 3.2 billion euros compared to the previous year, competitors are gaining ground. Otto and Zalando combined saw a revenue increase of 1.4 billion euros, while Asian platforms Temu and Shein saw a combined increase of about 1 billion euros. Additionally, Amazon's influence extends to product searches and price comparisons, affecting 24 percent of investigated sales.

Separately, Amazon announced it has surpassed a major investment milestone, having invested more than 100 billion euros in Germany since 2010. This includes infrastructure, technology, and employee compensation across more than 100 locations. In 2025 alone, the company invested 15 billion euros, which is 1 billion euros more than the previous year. These investments are expected to create over 3,000 additional jobs through the expansion and modernization of its logistics network.