Amazon.com Audience in Germany
Amazon.com has an estimated audience of 18,995,336 people in Germany. 49.6% are female, 50.4% are male, average age 40.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Tagesschau, Barbie, Bonprix, Ernsting's family, QVC.
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 LGBTQ+ Identity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Fashion
Demographics of Amazon.com fans
| Metric | Value |
|---|---|
| Female | 49.6% |
| Male | 50.4% |
| Average age | 40.2 |
| Estimated audience size | 18,995,336 |
Audience persona
The typical Amazon.com fan in Germany is balanced, around 40.2 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Tagesschau.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,946,588 | 0.95× |
| Bayern | 2,935,643 | 0.96× |
| Baden-Württemberg | 2,406,996 | 0.93× |
| Niedersachsen | 2,058,207 | 1.12× |
| Hessen | 1,201,881 | 0.83× |
| Sachsen | 1,056,136 | 1.13× |
| Rheinland-Pfalz | 993,175 | 1.04× |
| Brandenburg | 746,633 | 1.27× |
| Schleswig-Holstein | 707,955 | 1.04× |
| Thüringen | 613,497 | 1.27× |
| Sachsen-Anhalt | 609,849 | 1.24× |
| Berlin | 586,906 | 0.69× |
| Mecklenburg-Vorpommern | 447,416 | 1.23× |
| Hamburg | 287,752 | 0.67× |
| Saarland | 214,845 | 0.92× |
| Bremen | 115,224 | 0.71× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Tagesschau | 1.61× | Movies & TV |
| Barbie | 1.6× | Movies & TV |
| Bonprix | 1.73× | Shopping |
| Ernsting's family | 1.93× | Shopping |
| QVC | 1.51× | Movies & TV |
| Audible.com | 1.86× | Literature |
| Thermomix | 1.52× | Home & Garden |
| Audiobook | 1.61× | Literature |
| BAUR | 1.53× | Shopping |
| Diane Keaton | 1.51× | Movies & TV |
| Google Photos | 3.02× | Technology & Electronics |
| Prime (film) | 2.03× | Movies & TV |
| Home shopping | 1.74× | Shopping |
| Electronic (band) | 1.78× | Music & Radio |
| Household goods | 1.63× | Home & Garden |
| Amazon Fire TV | 1.53× | Movies & TV |
| BabyOne | 1.65× | Kids & Family |
| Diaper | 1.53× | Kids & Family |
| BALDUR-Garten | 1.69× | Shopping |
| myToys | 1.86× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 1.63 |
| Indulgence | JOY | 1.45 |
| Price Sensitivity | PREMIUM | 1.26 |
| Early Adopter Mentality | POWER | 1.04 |
| DIY Mentality | THRILL | 1.02 |
| Sports Activity | POWER | 1.02 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.4% |
| China | 8.6% |
| Germany | 7.7% |
See Amazon.com audiences in other countries
More Fashion audiences in Germany
- H&M (17,230,952)
- TK Maxx (13,331,315)
- Primark (10,232,862)
- AliExpress (9,939,464)
- C&A (9,438,207)
Frequently asked questions
How many fans does Amazon.com have in Germany?
Amazon.com has an estimated audience of 18,995,336 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Amazon.com fans?
49.6% of Amazon.com fans 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 3,946,588), Bayern (reach 2,935,643), and Baden-Württemberg (reach 2,406,996). 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.
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.