IFH: Amazon accounts for 63% of Germany's online retail market, compared with only 30% a decade ago

According to Chuhaiwang, the latest market data from the German Retail Institute (IFH Köln) shows that Amazon accounts for 63% of total revenue in Germany's entire digital commerce market, including Marketplace services. Its trade revenue in Germany in the second quarter was approximately 690 hundred million euros; a decade ago, its share was approximately 30%. Currently, around six in ten Germans have a Prime membership. The report states that, in 2025, 46% of Amazon's sales in Germany were generated through third-party Marketplace sellers, and platform concentration continues to rise year after year. Although Otto and Zalando also recorded combined growth of approximately 14 hundred million euros, Amazon's growth rate was about twice theirs. For cross-border sellers, the high concentration on a single platform means concentrated traffic and regulatory risks, further highlighting the need for a multichannel strategy.