According to the research report, in 2021, Amazon occupied 56% of the e-commerce market in Germany, with sales of about 85 billion euros, compared with 50% five years ago. At present, Amazon is far ahead of Otto, zalando and other local e-commerce platforms in Germany. Since 2010, Amazon's global sales have increased by an average of 28% annually. About two-thirds of the sales come from the US market, and Germany is the second largest market, accounting for about 8%, leading the UK (7%) and Japan (5%).

The largest customer group of Amazon Germany is consumers aged 30 to 39, and about one fifth of the consumer group is from the age group of 20 to 29. The most important factor for German consumers to choose to shop on Amazon platform is product price, followed by the advantages of Amazon Prime, delivery cost, speed and ease of use of the website.