# IFH KÖLN and General Evidence: New Dynamics in the Amazon Market

> Amazon is still number one in German e-commerce, but growth is spreading across more players. The study pairs market data and a survey with real Amazon order data.

General Evidence · October 7, 2026 · Research

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.

- **63%** of German online retail revenue went to Amazon incl. Marketplace in 2025, around €69.1B (IFH market model).
- **97%** of online shoppers in Germany bought on Amazon in 2025; 59% have Prime (IFH survey, April 2026).
- **41%** of 2025 revenue across the 28 markets studied was directly or indirectly tied to Amazon.
- **1 in 8** consumers say they shift some purchases to Temu, SHEIN or AliExpress (IFH survey, April 2026).

## 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.

## What the panel data shows

From 511,527 Amazon orders by 9,770 panelists and 5.7 million Amazon searches by 10,617 panelists, January 2025 to September 2026:

- **2.6×** a normal day's orders came in on the first day of Prime Day 2025.
- **−11%** median price for the same product on Prime Day 2025, versus the weeks around it.
- **−5%** during Black Week 2025, and one product in four cost practically the same as before (within ±0.5%).
- **+87%** more paid outside the deal: the Fire TV Stick sold for €44.99 instead of €24.

## 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.

David Goldschmidt, Co-Founder, General Evidence

[Get the full study from IFH KÖLN](https://www.ifhkoeln.de/produkt/neue-dynamik-im-amazon-markt-2026/)

## In the press

- [FAZ](https://www.faz.net/agenturmeldungen/dpa/was-macht-amazon-so-beliebt-201294751.html)
- [Handelsblatt](https://www.handelsblatt.com/politik/deutschland/neue-studie-was-macht-amazon-so-beliebt/100260259.html)
- [WirtschaftsWoche](https://www.wiwo.de/unternehmen/neue-studie-was-macht-amazon-so-beliebt/100260267.html)
- [Tagesspiegel](https://www.tagesspiegel.de/wirtschaft/dpa-neue-studie-was-macht-amazon-so-beliebt-16134440.html)
- [Horizont](https://www.horizont.net/marketing/nachrichten/amazon-was-macht-den-marktfuehrer-im-deutschen-onlinehandel-so-beliebt-236130)
- [TextilWirtschaft](https://www.textilwirtschaft.de/tech/ifh-studie-was-amazon-so-beliebt-macht-407684)
- [ChannelPartner](https://www.channelpartner.de/article/4231632/studie-geht-erfolg-von-amazon-auf-den-grund.html)
- [Südkurier](https://www.suedkurier.de/wirtschaft/neue-studie-was-macht-amazon-so-beliebt-115449998)

## 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.

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Source: https://www.generalevidence.com/en/blog/press-release/ifh-amazon-study-2026