Amazon Germany: FMCG Buyer Share Over Time
Review Jan 2025 – Sep 2026: 50.3% of monthly Amazon.de shoppers bought grocery or drugstore items in H1 2026, up from 43.6% a year earlier +6.7pp vs. H1 2025
Info
- Sample size
- n = 5,609
- Data date
- Jan 2025 – Sep 2026
- Segment
- All segments
- Platform
- Purchases
- Market
- Germany
Analysis
For the first time, more than half of all monthly Amazon.de shoppers in Germany are buying grocery, drugstore or health products in the same month — a share that stood at just 43.6% in H1 2025 and climbed to 50.3% by H1 2026, a gain of 6.7 percentage points. The trend holds month to month: every month from February 2026 onwards exceeded 48%, and the series peaked at 51.6% in both November 2025 and May 2026. This broadening buyer base runs alongside rising spend per buyer — see Amazon Germany FMCG spend per buyer H1 2026 — confirming that FMCG growth on Amazon.de reflects both more shoppers and larger baskets.
Why grocery is catching up on Amazon in Germany
German online FMCG e-commerce is the fastest-growing segment of the country's online retail market: the HDE Online Monitor recorded +10.4% growth in food and drugstore online sales in 2025, more than twice the rate of overall e-commerce. Amazon already holds roughly 46% of all online FMCG sales in Germany according to IFH Köln, and its penetration is rising as a wider demographic shops for everyday goods online — the HDE noted that online shoppers over 55 grew 3.1% in 2025, well above the 1.2% average. With online penetration in FMCG still at around 5% of a nearly €300 billion market, the consistent monthly climb in buyer share points to a durable structural shift in how Germans order everyday essentials.
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Methodology
The share of monthly grocery and drugstore buyers was measured among all active Amazon.de shoppers in Germany for each calendar month from January 2025 to September 2026. A shopper qualifies as an FMCG buyer in a given month if at least one order line in that month falls within grocery, drugstore or health care product categories. The monthly share is calculated separately for each month; H1 averages aggregate the six monthly figures for each half-year.
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