How strong is Amazon Germany? These three pictures will tell you

Recently, the retail research organization EHI released the ranking of German e-commerce platforms. The organization also showed Amazon's leading position in Germany in terms of sales, number of sellers, and growth rate.

Online sales giant

As can be seen from the above figure, Amazon dominates the German market, with Amazon.de generating more revenue than the remaining nine competitors combined. Experts from retail research institute EHI estimate that Amazon's online sales in 2020 were 13.9 billion euros, about three times the turnover brought in by second-ranked otto.de. Moreover, this figure is significantly different from the 26 billion euros reported by Amazon in its annual report.

But the ranking's authors point out that commissions and service sales revenue have been deducted from this data, as have revenue from sales abroad and revenue from Amazon's other products.

Market giant Amazon

Basically, Amazon only provides a platform where external dealers and manufacturers sell on their own account and at their own risk. The company earns commission from each order through fees. At the same time, Amazon offers its customers a huge selection of goods, which increases the attractiveness of the market from the buyer's perspective. As a result, new sellers are flocking to the platform in droves.

In Germany, Amazon estimated two years ago that it had more than 300,000 "third-party sellers," including well-known brand manufacturers as well as small shopkeepers and importers. If sales by marketplace retailers are included, a total of around 53% of online sales in Germany are conducted through Amazon.

Growth Giant Amazon

The pandemic has brought billions of dollars in additional sales to German online retailers, with Amazon accounting for the lion's share. According to the company, its business in Germany alone grew 32% to nearly $30 billion in 2020, despite strikes by the Verdi union. Despite its size, Amazon's revenue growth has been much higher than the average for online retailers.

Globally, Amazon even grew by more than 100 billion euros, with revenues increasing by 37% to $386 billion in 2020, including the cloud business. Germany remains Amazon's second-largest market in terms of turnover after North America, followed by the United Kingdom and Japan.

Editor ✎ Xiao Zhu/

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