# Amazon Germany: FMCG Buyer Share Over Time

> 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

**Period:** Jan 2025 – Sep 2026  
**Market:** DE  
**Data status:** final  
**Data as of:** 2026-10-15T07:31:41.097238+00:00  
**Sample size:** n = 5,609  
**Source:** [https://www.generalevidence.com/en/insights/consumption/product-categories/amazon-fmcg-buyer-share-germany-2025-2026](https://www.generalevidence.com/en/insights/consumption/product-categories/amazon-fmcg-buyer-share-germany-2025-2026)

## Segments

- **Years:** 2025–2026
- **Platform:** purchases
- **Product categories:** fb, hb

## Summary

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](slug:amazon-fmcg-spend-per-buyer-germany-2025-2026) — 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.

## Chart

Line chart showing the monthly share of active Amazon.de shoppers in Germany who purchased at least one FMCG product (grocery, drugstore or health care) from January 2025 to September 2026. The share rises from around 41% in January 2025 to a range of 49–52% across most of 2026, with a notable peak of 51.6% in November 2025 and May 2026.

## 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.

## Citation

General Evidence (2026-10-15). *Amazon Germany: FMCG Buyer Share Over Time*. General Evidence Insights. https://www.generalevidence.com/en/insights/consumption/product-categories/amazon-fmcg-buyer-share-germany-2025-2026

## About General Evidence

General Evidence is a behavioral consumer-data platform. The Insights library publishes free, citable statistics derived from a panel of 29,000+ opted-in participants in Germany: observed real behavior (transactions, browsing, media), not surveys. All data is processed within the EU and is GDPR-compliant.

For brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands, see [https://www.generalevidence.com/en](https://www.generalevidence.com/en).