Amazon Private-Label Share by Category on Amazon.de — Q1 2026
Review Q1 2026 vs. Q1 2025: Grocery leads Amazon.de private-label adoption at 11.9% of Q1 2026 orders +1.8pp vs. Q1 2025
Info
- Sample size
- n = 51,874
- Data date
- Q1 2026 vs. Q1 2025
- Segment
- All segments
- Platform
- Amazon
- Market
- Germany
Analysis
Grocery is Amazon.de's clearest private-label stronghold: 11.9% of all grocery orders placed in Q1 2026 contained at least one Amazon-owned brand — Solimo, Happy Belly, Mama Bear, by Amazon, or Amazon Basics — up 1.8 percentage points from 9.9% a year earlier. That gap over the next closest category (Electronics at 3.2%) underscores just how concentrated the private-label buying behaviour is in Germany's food aisle.
Why grocery leads Amazon's private-label push in Germany
Germany already carries one of Europe's highest private-label rates in grocery overall — Germany's grocery private-label share stood at 39.3% across all retail channels, shaped by decades of Aldi and Lidl dominance. Amazon is now translating that ingrained discount-brand acceptance into its own food portfolio. The timing aligns with a deteriorating consumer climate: inflation re-accelerated in March 2026, pushing Germany's rate to 2.7 percent, and price has become even more important for 59% of German shoppers in 2026 than it was a year earlier. Fashion private-label share also grew — albeit from a much lower base — while Electronics was the only category to shrink; see the year-on-year category breakdown for the full picture.
This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.
Methodology
The share shown is the proportion of Amazon.de orders placed by German shoppers that contained at least one item from an Amazon-owned brand (including Amazon Basics, Amazon Essentials, Solimo, Happy Belly, Mama Bear, Presto!, by Amazon, and related labels). Orders were matched to product brand data using the product ASIN. The observation window covers Q1 2025 and Q1 2026; shares are calculated in a way that neutralizes differences in the number of active shoppers between the two periods, making the year-on-year comparison meaningful. All four product categories — Grocery, Electronics, Household, and Fashion — are represented with large order volumes in both periods.