Last year, Amazon earned 23.6 percent more from ads in Germany, while the company’s total revenue in the country grew by ‘only’ 8.7 percent. Amazon continues to capitalize on its reach, outpacing its competitors.
In 2024, Amazon generated a record 3.62 billion euros in advertising revenue in Germany, according to the annual figures of Amazon Online Germany GmbH. The previous year, revenue amounted to 2.93 billion euros.
Retail media as a growth engine
The 23.6 percent growth follows a year (2023) in which advertising revenue grew by 20 percent. This highlights the importance of retail media as a key growth driver for the company. For comparison, Amazon’s advertising revenue in Germany is not far behind the total revenue of the online department store Otto (4.4 billion euros last year), Traditionally, this is the main competitor in the German ecommerce market.
Amazon’s ad revenue approaches Otto’s total revenue
Amazon now derives over 9 percent of its revenue in Germany from advertising. The company is considered a pioneer when it comes to selling ad space on its marketplace. Worldwide, Amazon generated 56.2 billion dollars in advertising revenue last year, including revenue from Prime Video Ads, for example. The only companies ahead of Amazon in the digital advertising market are Alphabet and Meta, the parent companies of Google and Facebook.
Amazon in Germany
Amazon is the clear market leader in ecommerce in Germany. Last year, its total revenue in the country amounted to 39.6 billion euros, a growth of 8.7 percent. This means the American giant grew faster than the overall market. However, Amazon, like in many other countries, faces rapidly growing competitors from China, such as Temu and Shein. To counter this, Amazon launched the low-budget shopping destination Amazon Haul in Germany last week, following its introduction in the United States and the United Kingdom.
