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Amazon.de Repeat-Purchase Rate by Product Category — Germany 2025

Results as of

Review Full Year 2025: Electronics Accessories leads Amazon.de's stickiest categories at a 53% repeat-purchase rate in 2025

Amazon.de Repeat-Purchase Rate by Product Category — Germany 2025Horizontal bar chart showing the top-10 product categories on Amazon.de by repeat-purchase rate in 2025, defined as the share of buyers who placed a second order in the same category within 90 days of their first order. Electronics Accessories leads at 53%, followed by Personal Care at 51%, Kitchen & Dining at 48%, Pet Supplies at 48%, and Health Care at 46%. All top-10 categories exceed 38%.Horizontal bar chart showing the top-10 product categories on Amazon.de by repeat-purchase rate in 2025, defined as the share of buyers who placed a second order in the same category within 90 days of their first order. Electronics Accessories leads at 53%, followed by Personal Care at 51%, Kitchen & Dining at 48%, Pet Supplies at 48%, and Health Care at 46%. All top-10 categories exceed 38%.
Horizontal bar chart showing the top-10 product categories on Amazon.de by repeat-purchase rate in 2025, defined as the share of buyers who placed a second order in the same category within 90 days of their first order. Electronics Accessories leads at 53%, followed by Personal Care at 51%, Kitchen & Dining at 48%, Pet Supplies at 48%, and Health Care at 46%. All top-10 categories exceed 38%.
Info
Sample size
n = 27,231
Data date
Full Year 2025
Segment
All segments
Platform
Amazon
Market
Germany

Analysis

Electronics Accessories tops the Amazon.de repeat-purchase ranking in 2025 with 53% of category buyers placing a second order within 90 days — a rate that exceeds the broad e-commerce benchmark of roughly 28% by nearly 25 percentage points, and defies the conventional wisdom that electronics buyers are one-and-done.

Why consumables don't explain everything

The top-10 list for Amazon Kategorie Nachbestellrate Deutschland is dominated by replenishment categories — Personal Care (51%), Kitchen & Dining (48%), Pet Supplies (48%), and Health Care (46%) — but Electronics Accessories takes the crown. European device replacement cycles average over four years, which creates sustained demand for cables, cases, and charging accessories throughout a product's lifetime. Every category in the top 10 clears a 38% floor, far above typical cross-category e-commerce norms. The breadth of the ranking signals that Amazon.de's stickiest categories span both impulse-driven consumables and necessity-driven replenishment alike. See how Subscribe & Save amplifies these rates across most of these same categories.

This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.

Methodology

Repeat-purchase rate is measured among active Amazon.de buyers in 2025 — defined as shoppers who placed at least one physical order in a given product category during the full calendar year. A buyer counts as a repeater if they placed a second order in the same category within 90 days of their first 2025 order in that category. Same-day multi-line orders are collapsed to a single order day to avoid inflation. Categories with fewer than 50 buyers are excluded. The ranking covers over 27,000 buyer-category observations across 6,594 unique German Amazon shoppers observed over approximately 325,000 order lines.

These insights are based on the Datapods Panel. Our data comes exclusively from users who are compensated for their anonymity. Become part of the panel & earn from your data