Amazon does not have a price advantage in Germany, new survey shows

SWR selected 816 products from Amazon for analysis. By comparing with other shopping websites, SWR found that only 30% of the products were priced the cheapest on Amazon , and most products were usually sold at a quarter cheaper on other shopping websites than on Amazon.

SWR analysis said that this was mainly because Amazon charged sellers who sold goods on the platform high commissions, causing sellers to mark prices on the Amazon platform higher than on their own shopping websites.

Germany is located in central and western Europe. In 2018, its permanent population was about 83 million, nearly 17 million more than the UK, making it the most populous country in the European Union. Germany has a highly developed economy, is the largest economy in Europe, and has the largest number of Internet users in Europe. Due to its large population, well-developed infrastructure, and generally high living standards, Germany has become a regional e-commerce powerhouse.

The predecessor of Amazon Germany was the German online bookstore Telebook, which was acquired by Amazon in 1998 and became the current Amazon Germany.

Germany has become Amazon's most important market after the United States. According to a survey by the International Health Foundation Association IFH in Cologne, Germany, e-commerce sales in Germany reached 84.7 billion euros last year , half of which came from Amazon, five times the total of its competitors Otto and Zalando. In terms of sales growth, Amazon's growth momentum seems to be more obvious. Last year, Germany's online sales increased by nearly 15 billion euros, of which Amazon accounted for more than two-thirds.

Almost all Germans like to shop on Amazon. About 70% of Amazon's sales are generated by Prime members . More than one-third of Germans are heavy Amazon shoppers, and at least half of online shoppers use Amazon coupons. This survey shows that Amazon's product prices are not cheap, which will have a certain impact on Amazon Germany.

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