Rascasse Audience Intelligence

Amazon Marketplace Audience in Germany

A data profile of the people who buy, follow and care about Amazon Marketplace in Germany — modelled from more than twelve digital signal sources. Amazon Marketplace has an estimated audience of 269,804 people in Germany.

#608among Website / Newspaper / Magazine in Germany#424in Shopping

The average Amazon Marketplace fan in Germany is 43.0 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Jumbo (supermarket), Vuelta a España, Bungee jumping, with strongest over-indexing on Jumbo (supermarket) (24.34× the country average).

Demographically, the Amazon Marketplace audience skews balanced with an average age of 43.0, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Amazon Marketplace fan in Germany is balanced, around 43.0 years old, with strong Risk Appetite tendencies and a notable affinity for Jumbo (supermarket).

Category: Shopping · Type: Website / Newspaper / Magazine

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Amazon Marketplace profile in Germany.

Audience size
270K
in Germany
Gender
47.3%♀
52.7% male
Age
43.0
average years
Country rank
#18730
Website / Newspaper / Magazine in Germany
Fig. 01

Search interest · 12-month trend

-17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Amazon Marketplace

47.3% are female, 52.7% are male, average age 43.0.

Fig. 02

Gender split

47.3%
Female
52.7%
Male
Demographic split for Amazon Marketplace audience in Germany
MetricValue
Female47.3%
Male52.7%
Average age43.0
Estimated audience size269,804
Fig. 03

Age distribution

Ø 43.0
average years
Age distribution of the Amazon Marketplace audience in Germany
Age bracketShare%
16-1911%
20-2916%
30-3921%
40-4925%
50+27%
Fig. 04

Worldwide distribution

8.1%

of the worldwide Amazon Marketplace audience comes from Germany.

Worldwide audience distribution share by country for Amazon Marketplace
CountryShare
United States49.1%
Italy8.6%
Germany8.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Amazon Marketplace audience in Germany is strongest.

Fig. 05

Top regions by affinity

Amazon Marketplace fans by region: top regions in Germany
#RegionReachAffinity×
01Bayern~50K1.18×
02Hessen~20K1.17×
03Baden-Württemberg~40K1.16×
04Rheinland-Pfalz~20K1.13×
05Nordrhein-Westfalen~60K1.09×
06Berlin~10K1.09×
07Hamburg~7K1.08×
08Niedersachsen~30K1.06×
09Schleswig-Holstein~10K1.02×
10Bremen~2K1.00×
11Saarland~3K0.99×
12Thüringen~6K0.90×
13Sachsen~10K0.86×
14Mecklenburg-Vorpommern~4K0.85×
15Brandenburg~7K0.83×
16Sachsen-Anhalt~6K0.83×
Fig. 06

Affinity by region

Affinity by region — Amazon Marketplace, Germany
0.83×1.00×1.18×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Amazon Marketplace audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Amazon Marketplace audience
#·InterestCategoryAffinity×
01Ripley PerúTechnology & Electronics32.73×
02Descanso, CaliforniaTravel & Leisure28.42×
03Johnny EnglishMovies & TV25.88×
04Jumbo (supermarket)Shopping24.34×
05Bungee jumpingSports19.51×
06AsadoFood & Beverages13.22×
07Vuelta a EspañaSports11.85×
08Square (company)Shopping9.28×
09GardenscapesGames7.64×
10Uno (card game)Games6.44×
11Trading cardGames5.76×
12Ghost (1990 film)Movies & TV5.33×
13Opel CorsaCars & Mobility4.90×
14Florian LipowitzSports4.55×
15Instant GamingGames3.22×
16United Parcel ServiceBusiness & Career2.73×
17PatioHome & Garden2.21×
18ImmoScout24Home & Garden2.09×
19Škoda AutoCars & Mobility1.59×
20Google MapsInternet & Social Media1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Amazon Marketplace audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Amazon Marketplace audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL3.37×
Career OrientationPOWER1.19×
Design AffinityPREMIUM1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Amazon Marketplace audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.76×
SpiritualityBALANCE0.79×
TraditionCONSERVATISM0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Amazon Marketplace have in Germany?

Amazon Marketplace has an estimated audience of 269,804 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Amazon Marketplace fans?

47.3% of Amazon Marketplace fans are female, 52.7% are male, with an average age of 43.0 years.

03

Which brands do Amazon Marketplace fans like most?

Amazon Marketplace fans show strongest brand affinity for Jumbo (supermarket) (24.34×), Vuelta a España (11.85×), and Bungee jumping (19.51×) over the country average.

04

Where do Amazon Marketplace fans live in Germany?

Amazon Marketplace fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Amazon Marketplace fans also like?

Beyond Amazon Marketplace itself, the audience over-indexes on Vuelta a España (11.85×), Bungee jumping (19.51×), Johnny English (25.88×), and ImmoScout24 (2.09×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Shopping audiences in Germany

See Amazon Marketplace audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Amazon Marketplace. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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