General EvidenceInsights

Amazon's Lead on ChatGPT Product Cards in Germany

Results as of

Review Jan–Nov 2026: Amazon leads 26% of ChatGPT shopping product cards shown to German users — roughly 7× more than second-placed MediaMarkt/Saturn (3.6%)

Amazon's Lead on ChatGPT Product Cards in GermanyHorizontal bar chart showing the share of ChatGPT shopping product cards on which each retailer appears as the lead (first-listed) merchant, for German users from January to November 2026. Ten retailers are shown: Amazon 25.7%, MediaMarkt/Saturn 3.6%, eBay 3.3%, Otto 2.1%, Kaufland 2.0%, OBI 1.7%, dm 1.2%, expert 1.2%, Hornbach 1.0%, Rossmann 1.0%. The remaining 51% of cards are led by retailers outside these named groups.Horizontal bar chart showing the share of ChatGPT shopping product cards on which each retailer appears as the lead (first-listed) merchant, for German users from January to November 2026. Ten retailers are shown: Amazon 25.7%, MediaMarkt/Saturn 3.6%, eBay 3.3%, Otto 2.1%, Kaufland 2.0%, OBI 1.7%, dm 1.2%, expert 1.2%, Hornbach 1.0%, Rossmann 1.0%. The remaining 51% of cards are led by retailers outside these named groups.
Horizontal bar chart showing the share of ChatGPT shopping product cards on which each retailer appears as the lead (first-listed) merchant, for German users from January to November 2026. Ten retailers are shown: Amazon 25.7%, MediaMarkt/Saturn 3.6%, eBay 3.3%, Otto 2.1%, Kaufland 2.0%, OBI 1.7%, dm 1.2%, expert 1.2%, Hornbach 1.0%, Rossmann 1.0%. The remaining 51% of cards are led by retailers outside these named groups.

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Info
Sample size
n = 427
Data date
Jan–Nov 2026
Segment
All segments
Platform
Chatgpt
Market
Germany

Analysis

Amazon appears as the first-listed merchant on 26% of all ChatGPT shopping product cards displayed to German users in 2026 — a commanding lead that nonetheless leaves nearly three quarters of product card real estate to other retailers. MediaMarkt/Saturn follows at just 3.6%, eBay at 3.3%, Otto at 2.1%, and Kaufland at 2.0%. The long tail of smaller retailers accounts for 51% of all first-merchant positions.

Amazon's reach without Amazon's cooperation

The gap between Amazon's 26% lead-merchant share and all named German retailers is striking, especially given that Amazon blocks OpenAI's web crawlers — meaning Amazon product links in ChatGPT's cards are sourced from the open web, not from an official product feed. By contrast, retailers such as MediaMarkt and Otto could benefit from OpenAI's Agentic Commerce Protocol (ACP) product feed integrations, rolled out as part of the March 2026 shopping revamp. The 77% of German ChatGPT shoppers who saw at least one Amazon-led card shows Amazon's organic web presence still pulls through despite the crawl barrier, while the low per-card share leaves room for German retailers with strong feed coverage to close the gap. This merchant distribution sits alongside a diverse category landscape: electronics, the dominant search category, is a natural home for Amazon and MediaMarkt cards alike — see ChatGPT shopping categories in Germany for the full breakdown.

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Methodology

The analysis covers ChatGPT shopping product cards received by German users between January 1 and November 6, 2026. The lead merchant for each card was determined by the first retailer name listed in the card's merchant field. Retailer names were standardised into groups (MediaMarkt and Saturn are counted together). Cards with no merchant listed (1.3% of all cards) were excluded. The share shown for each retailer is the proportion of all product cards on which that retailer appears first. A separate metric — the share of shoppers who saw at least one card led by a given retailer — is shown in the tooltip. Card-level shares are weighted by user weights calibrated to the broader population of German ChatGPT users active in 2026. Lead-merchant share measures card-level exposure, not click-throughs or purchase referrals.

These insights are based on the General Evidence Panel. Our data comes exclusively from users who are compensated for sharing their data. Become part of the panel & earn from your data