×General EvidenceNew dynamics in the Amazon market
Together with IFH KÖLN, we measured how Germany shops on Amazon. The market data shows who is growing. Our panel data shows what people actually search for, order and pay.
Each dot: Fire TV Stick HD purchases in the panel at one price on one day, bigger dots for several purchases. Deal days highlighted.
Amazon stays ahead. The growth no longer belongs to Amazon alone.
IFH KÖLN and General Evidence have published the study "Neue Dynamik im Amazon-Markt: Strukturen, Wettbewerber, Potenzialfelder" (New dynamics in the Amazon market: structures, competitors, growth areas). Its finding: Amazon remains by far the most important platform in German e-commerce, but new international players increasingly share in the market's growth. dpa, Germany's national news agency, ran the results on October 7.
What people say, and what they buy.
Surveys capture how consumers see their own behavior. General Evidence added what actually happened: historical Amazon data from our panel, including orders by product category, price changes and search patterns. General Evidence collected and analyzed this data. It sits alongside market analyses based on IFH methodology and a nationally representative online survey of 1,002 consumers. The behavioral data comes from people who share it with us knowingly, voluntarily and for pay.
One product, many prices.
Every dot is real purchases from our panel; bigger dots are several purchases at the same price on the same day. Amazon changes prices constantly, and ordering at the wrong moment costs real money. The Fire TV Stick sold for €24 on deal and €44.99 at full price.
Source: General Evidence panel, amazon.de order history, 249 purchases, Jan 2025 to Sep 2026
Prime Day doubles orders. The discounts are smaller than they look.
On the first Prime Day of 2025, orders ran at 2.6 times a normal day. The same product cost a median 11% less on Prime Day than in the weeks around it. During Black Week the saving was just 5%, and one product in four cost practically the same (within ±0.5%).
Orders per 1,000 panelists per day
Source: General Evidence panel, amazon.de orders above €0, normalised to panelists with Amazon history on each day
The same product, compared with 8 to 45 days before and after
Source: General Evidence panel, 151 products bought at least twice in both windows
Germany orders in the evening. Saturday is the quietest day.
Most orders come in between 7 and 9 pm, on weekdays and on Sundays alike. On Saturdays the curve stays flat, and Sundays start late and finish strong.
Source: General Evidence panel, 448,128 orders, Jan 2025 to Sep 2026, German time
Germany's year in Amazon searches.
How many panelists searched for a term in a given month. In June 2026 one in five searched for a fan, almost three times as many as the June before. In November, almost one in five searches for an advent calendar.
per 1,000 searchers
Source: General Evidence panel, 5.7M Amazon searches by 10,617 panelists, Jan 2025 to Sep 2026
Growth is spreading
In 2025, Amazon grew German revenue by around €3.2B over 2024. Otto and Zalando together added about €1.4B, Temu and SHEIN together around €1B. On selection, ordering convenience and delivery speed, consumers still rate Amazon clearly ahead. And its influence reaches well beyond its own revenue: as a product search engine, price anchor and ad platform, Amazon shapes purchase decisions that close somewhere else.
Groceries as the next growth market
The study sees the largest upside in FMCG and groceries. Only 4.9% of that market is sold online, against a total volume of almost €300B. On platforms, demand is highest for dietary supplements, drinks and tea, snacks, and spices and sauces.
“Groceries are among the largest consumer markets there are. For Amazon, the appeal lies less in today's online business than in the long-term outlook. What matters is the combination of enormous market volume, high repeat-purchase frequency and existing customer trust. Amazon can play to its platform and logistics strengths especially with shelf-stable products and complementary ranges.”
Methodology
Market figures, market shares and the nationally representative survey of 1,002 consumers come from the IFH KÖLN study.
The panel data is Amazon order history (amazon.de) and Amazon search history from people who share it with General Evidence knowingly, voluntarily and for pay. Window 1 January 2025 to 30 September 2026, times in German time. Prices are unit prices paid for new items, including VAT.
Deal comparison: the same product (ASIN), median price paid during the event versus 8 to 45 days before and after it; only products bought at least twice in both windows. Orders per day are normalised to the number of panelists with Amazon history on that day, because the panel grew over the window. Search shares refer to all panelists with Amazon searches in that month.
Panel figures are not weighted to the population and describe behavior within the panel.
The same analysis for your category.
Which products your customers buy on Amazon instead of from you, how prices move in your range, and what people search for: General Evidence answers it in hours rather than weeks.
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