Amazon.com Target Market in Germany
A data profile of the people who buy, follow and care about Amazon.com in Germany — modelled from more than twelve digital signal sources. Amazon.com has an estimated audience of 18,995,336 people in Germany.
The average Amazon.com fan in Germany is 40.2 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Tagesschau, Barbie, Bonprix, with strongest over-indexing on Tagesschau (1.61× the country average).
Demographically, the Amazon.com audience skews balanced with an average age of 40.2, and over-indexes on personality traits such as DIY Mentality, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Amazon.com fan in Germany is balanced, around 40.2 years old, with strong DIY Mentality tendencies and a notable affinity for Tagesschau.
At a glance
The key figures that characterise the Amazon.com profile in Germany.
Search interest · 12-month trend
Customer demographics of Amazon.com
49.6% are female, 50.4% are male, average age 40.2.
Gender split
| Metric | Value |
|---|---|
| Female | 49.6% |
| Male | 50.4% |
| Average age | 40.2 |
| Estimated audience size | 18,995,336 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 20% | |
| 30-39 | 24% | |
| 40-49 | 24% | |
| 50+ | 18% |
Worldwide distribution
of the worldwide Amazon.com audience comes from Germany.
| Country | Share |
|---|---|
| United States | 22.8% |
| China | 8.3% |
| Germany | 7.5% |
Geography
Where the Amazon.com audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Thüringen | ~600K | 1.29× | |
| 02 | Sachsen-Anhalt | ~600K | 1.28× | |
| 03 | Brandenburg | ~700K | 1.27× | |
| 04 | Mecklenburg-Vorpommern | ~500K | 1.26× | |
| 05 | Sachsen | ~1M | 1.12× | |
| 06 | Niedersachsen | ~2M | 1.10× | |
| 07 | Rheinland-Pfalz | ~1M | 1.04× | |
| 08 | Schleswig-Holstein | ~700K | 1.04× | |
| 09 | Saarland | ~200K | 0.97× | |
| 10 | Bayern | ~3M | 0.94× | |
| 11 | Nordrhein-Westfalen | ~4M | 0.92× | |
| 12 | Baden-Württemberg | ~2.5M | 0.92× | |
| 13 | Hessen | ~1M | 0.82× | |
| 14 | Bremen | ~100K | 0.72× | |
| 15 | Hamburg | ~300K | 0.66× | |
| 16 | Berlin | ~600K | 0.65× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Amazon.com audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Google Photos | Technology & Electronics | 3.02× | ||
| 02 | Prime (film) | Movies & TV | 2.03× | ||
| 03 | Ernsting's family | Shopping | 1.93× | ||
| 04 | Audible.com | Literature | 1.86× | ||
| 05 | SPRINTS | Music & Radio | 1.86× | ||
| 06 | Electronic (band) | Music & Radio | 1.78× | ||
| 07 | Home shopping | Shopping | 1.74× | ||
| 08 | Bonprix | Shopping | 1.73× | ||
| 09 | BALDUR-Garten | Shopping | 1.69× | ||
| 10 | BabyOne | Kids & Family | 1.65× | ||
| 11 | Household goods | Home & Garden | 1.63× | ||
| 12 | Tagesschau | Movies & TV | 1.61× | ||
| 13 | Audiobook | Literature | 1.61× | ||
| 14 | Barbie | Movies & TV | 1.60× | ||
| 15 | BAUR | Shopping | 1.53× | ||
| 16 | Amazon Fire TV | Movies & TV | 1.53× | ||
| 17 | Diaper | Kids & Family | 1.53× | ||
| 18 | Thermomix | Home & Garden | 1.52× | ||
| 19 | QVC | Movies & TV | 1.51× | ||
| 20 | Diane Keaton | Movies & TV | 1.51× |
Personality of the Amazon.com audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.08× | |
| Family Orientation | CONSERVATISM | 1.02× | |
| Price Sensitivity | PREMIUM | 0.96× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.62× | |
| Urban Lifestyle | OPEN | 0.69× | |
| Career Orientation | POWER | 0.74× |
Frequently asked questions
Who is Amazon.com's target market in Germany?
Amazon.com's target market in Germany covers an estimated 18,995,336 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Amazon.com customers?
49.6% of the Amazon.com audience are female, 50.4% are male, with an average age of 40.2 years.
Which brands do Amazon.com fans like most?
Amazon.com fans show strongest brand affinity for Tagesschau (1.61×), Barbie (1.6×), and Bonprix (1.73×) over the country average.
Where do Amazon.com fans live in Germany?
Amazon.com fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~4M), Bayern (reach ~3M), and Baden-Württemberg (reach ~2.5M). These three regions account for the largest share of the active audience.
What other brands do Amazon.com fans also like?
Beyond Amazon.com itself, the audience over-indexes on Barbie (1.6×), Bonprix (1.73×), Ernsting's family (1.93×), and QVC (1.51×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Fashion audiences in Germany
- H&M (17,230,952)
- TK Maxx (13,669,392)
- Primark (10,177,707)
- AliExpress (10,016,369)
- Bonprix (8,956,971)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Amazon.com. 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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