Fifteen percent of active Danish online shoppers bought something from Amazon in the past six months. This is up from 13 percent one year earlier and 10 percent in 2023. Amazon has now caught up with Nordic online retailer Boozt in Denmark.
These figures come from an analysis by the Confederation of Danish Industry. Research agency Epinion surveyed 3,035 Danish consumers in the second quarter of 2026. All respondents were over 18 and had bought something online in the previous month.
No local Amazon marketplace
Amazon does not have a Danish marketplace or an Amazon.dk domain. Danish consumers generally order through one of its foreign websites. Despite this, awareness of the company continues to grow within the Danish ecommerce market.
In 2026, 74 percent of Danish online shoppers knew Amazon. This was 71 percent in 2025 and 70 percent in 2023. Awareness was highest among consumers aged between 18 and 30, at 88 percent. Among consumers aged 56 and older, the share was 62 percent.
The new findings follow earlier figures showing that Amazon’s reach in the European Union is levelling off. Denmark was a clear exception. The number of Amazon users reported for Denmark increased by 18.4 percent.
Consumers search for specific products
The Danish research suggests that Amazon attracts consumers who are looking for a specific product. Price was the main reason to buy from Amazon for 34 percent of customers. Another 30 percent said they could not find the product elsewhere, while 27 percent chose Amazon because of its larger assortment.
Electronics and electrical equipment made up 23 percent of the most recent Amazon purchases. Books, films, music and games followed at 15 percent. Home and kitchen products accounted for 12 percent.
Fewer impulse purchases
Purchases on Amazon are also less likely to be spontaneous. Only 19 percent of Amazon purchases were impulse purchases, compared with 36 percent of online purchases in general. Fast delivery was the main reason for only 5 percent of Amazon customers.
Another 63 percent of Amazon customers considered their purchase for up to a week. Across ecommerce as a whole, this was 48 percent.
Amazon purchases were also less likely to take place on smartphones. Mobile devices were used for 38 percent of Amazon purchases, compared with 50 percent of all online purchases. The average Amazon order was worth 675 Danish kroner, slightly below the overall average of 698 kroner.
‘Amazon is already here’
According to Mie Bilberg, senior adviser for ecommerce at the Confederation of Danish Industry, Amazon should be viewed as both a competitor and a potential growth channel for Danish brands.
“The question is no longer whether Amazon will come to Denmark. Amazon is already here”, she said. Bilberg wants Danish companies to use Amazon to reach customers in markets such as Germany and the United Kingdom, instead of only seeing Danish consumer spending move to the platform.
