Germany Amazon: Creating an Ecosystem Market Report 2023
Amazon holds a dominant position in Germany, but in a challenging retail environment, it must be careful not to lose relevance for younger consumers and women.Katharina Kirsch, Analyst…

Germany Amazon: Creating an Ecosystem Market Report 2023

£ 2,195 (Excl.Tax)


The impact of Amazon on German retail is immense. Buy Mintel’s Germany Amazon: Creating an Ecosystem Market Report 2023 to discover consumer behaviours of Amazon shoppers in Germany, key demographics, and shopping trends. Get a 360° view of Amazon in Germany to get an idea of how Amazon users in Germany behave and spend their money to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The impact of the cost-of-living crisis on Amazon shoppers in Germany.
  • An overview of Amazon’s global business, including revenue, performance of key business units, and its position within the German retail market.
  • Amazon users in Germany by key demographics and shopping frequency.
  • Products purchased via Amazon.
  • Amazon Prime membership, including a profile of members, services used, and barriers preventing non-members from signing up.
  • How your business can tap into market opportunities.

Overview of Amazon in Germany

According to Mintel’s Amazon Germany shopper research, 80% of German consumers bought products from Amazon in the 12 months to December 2022, with many of them being Amazon Prime members. This demonstrates the dominant position Amazon holds in the German retail market, and the important role its ecosystem plays in this success.

However, inflation has caused Amazon to suffer diminished profits, causing the retail giant to reduce employee numbers and pull back from investments. Nevertheless, the way the ecosystem works will prevent the most valuable Amazon shoppers in Germany from drifting away to competitors.

Amazon Shoppers in Germany: What Consumers Want and Why

  • Amazon Brand Profile Germany: Despite being a dominant player in the German (online) retail market, consumers shy away from it due to bad press about its working conditions, or the threat of physical store closures. Younger consumers are particularly likely to refrain from shopping on Amazon as it makes them feel guilty – an issue the company will need to address if it is to maintain its dominance.
  • Amazon Users in Germany: Between 2020 and 2022 female consumers have reduced their Amazon purchases. Women tend to shop less often on Amazon than men anyway, reflecting a demand for a more experiential and social shopping experience among women.
  • The Impact of Amazon on German Retail: Post-pandemic, online grocery shopping has increased among German consumers, with 39% doing at least some of their grocery shopping online. Amazon can build upon German consumers’ engagement with online grocery shopping by leveraging its established quick delivery system.

Market Forecast for Amazon in Germany

  • While the impact of Amazon on German retail remains paramount, the company has suffered losses due to the pandemic and its brand image is crumbling. To remain successful, Amazon must incentivise customers to engage across its devices, allowing the Amazon ecosystem to grow further, video streaming being a critical part of this.

To learn how to connect with your audience, purchase our full Germany Amazon: Creating an Ecosystem Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Amazon, Netflix, Disney, Sky/WOW, RTL+, DAZN, YouTube, Telekom, Apple, Joyn, Maxdome, yello, and more.

Products: Food and drink, clothing, media (books, CDs, DVDs), electronic devices, digital content (streaming services), (video) games, jewellery, DIY products, toys, furniture, homeware, beauty products, household cleaning products, sporting/outdoor goods, and more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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Expert Insights on Amazon in Germany

This report, written by Katharina Kirsch, Analyst, delivers in-depth commentary and analysis to highlight current retail trends in Germany, the impact of Amazon on German retail, and add expert context to the numbers.

Amazon holds a dominant position in the German retail market, but in a challenging environment, it must be careful not to lose relevance for younger consumers and women.

Katharina Kirsch, Analyst
Katharina Kirsch

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Market context
    • Opportunities
  2. Market Drivers

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Population
    • Technology
    • Graph 2: top three technology products personally owned, by generation, 2022
    • Graph 3: paid-for video streaming services used to watch on-demand content in the last three months, 2022
    • Sustainability
    • eCommerce in Germany
    • Graph 4: retail sales and forecast (excl VAT), 2013-23
  3. Amazon: An overview

    • Amazon: the company
    • Graph 5: breakdown of Amazon net sales, by business segment, as a % of total sales, 2019-22
    • Amazon in the German market
    • Graph 6: revenue of Amazon Germany, €m, 2015-22
  4. What consumers want and why

    • The Amazon shopper
    • Products bought from Amazon
    • Graph 7: products consumers bought from Amazon in the last 12 months, 2020-22
    • Graph 8: products consumers bought from Amazon in the last 12 months, by gender, 2022
    • Devices used to shop at Amazon
    • Graph 9: methods used to shop with Amazon (including Prime Now), 2020 vs 2022
    • Graph 10: buying frequency of Amazon products, 2020-22
    • Amazon Prime membership
    • Graph 11: types of Amazon Prime members, 2020 vs 2022
    • Graph 12: Amazon Prime membership, by age, 2022
    • Barriers to Amazon Prime membership
    • Graph 13: barriers to Amazon Prime membership, 2022
    • Amazon services used
    • Graph 14: Amazon Prime services used, by gender, 2022
    • Ownership of Amazon devices
    • Graph 15: ownership of Amazon devices in household, 2022
    • Graph 16: purchase location of Amazon products, 2022
    • Amazon behaviours
    • Graph 17: attitudes towards Amazon, 2022
  5. Launch activity and Innovation

    • Appendix

      • Appendix – abbreviations, consumer research methodology and language usage
      • Appendix – market size

    About the report

    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

    The consumer

    What They Want. Why They Want It.

    The Competitors

    Who’s Winning. How To Stay Ahead.

    The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

    The Innovations

    New Ideas. New Products. New Potential.

    The Opportunities

    Where The White Space Is. How To Make It Yours.

    The Trends

    What’s Shaping Demand – Today And Tomorrow.

    Below is a sample report, understand what you are buying.

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    Germany Sample Report Cover

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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