Datapods|Insights

Necessity Category Order Growth on Amazon Germany — Q1 2025 vs. Q1 2026

Results as of

Review Q1 2025 vs. Q1 2026: Drugstore & Personal Care orders grew +111% year-on-year, outpacing every discretionary category on Amazon Germany

Necessity Category Order Growth on Amazon Germany — Q1 2025 vs. Q1 2026Horizontal bar chart comparing year-on-year order volume growth by Amazon Germany product category from Q1 2025 to Q1 2026. Drugstore & Personal Care leads at +111%, followed by Food & Groceries at +108%; discretionary categories including Fashion (+94%), Home & Décor (+90%), and Electronics (+80%) rank below. A secondary axis or annotation shows share-point change, with Drugstore gaining the most at +3.5pp.Horizontal bar chart comparing year-on-year order volume growth by Amazon Germany product category from Q1 2025 to Q1 2026. Drugstore & Personal Care leads at +111%, followed by Food & Groceries at +108%; discretionary categories including Fashion (+94%), Home & Décor (+90%), and Electronics (+80%) rank below. A secondary axis or annotation shows share-point change, with Drugstore gaining the most at +3.5pp.
Horizontal bar chart comparing year-on-year order volume growth by Amazon Germany product category from Q1 2025 to Q1 2026. Drugstore & Personal Care leads at +111%, followed by Food & Groceries at +108%; discretionary categories including Fashion (+94%), Home & Décor (+90%), and Electronics (+80%) rank below. A secondary axis or annotation shows share-point change, with Drugstore gaining the most at +3.5pp.
Info
Sample size
n = 7,949
Data date
Q1 2025 vs. Q1 2026
Segment
All segments
Platform
Purchases
Market
Germany

Analysis

Drugstore & Personal Care (+111%) and Food & Groceries (+108%) are the two fastest-growing product categories on Amazon Germany between Q1 2025 and Q1 2026 — both outrunning Fashion (+94%), Home & Décor (+90%), and Electronics (+80%). Drugstore also posted the largest share gain of any single category at +3.5 percentage points, a shift large enough to reshape the marketplace's category mix.

Rossmann's record year and the Amazon channel

The Drogerie boom is playing out across channels. Rossmann posted a record €16.6 billion group revenue in 2025 (+8.5%), with its German business growing 6.1% to €10.5 billion. Meanwhile, the German online pharmacy market is forecast to exceed €4 billion in net revenue in 2025, with Shop Apotheke leading on the back of the e-prescription rollout. Amazon's own health-and-beauty storefront benefits from the same tailwinds: German shoppers increasingly stock up on personal care staples online rather than making dedicated drugstore trips, consolidating more of their replenishment into a single Amazon basket. This trend reinforces the broader defensive shift in Amazon Germany orders seen across 2025–2026.

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

Methodology

Order volume for each product category was measured across active German Amazon shoppers for Q1 2025 and Q1 2026 separately. Year-on-year growth is the percentage change in total order count between the two quarters. Share change is the difference in each category's proportion of all orders between Q1 2026 and Q1 2025. The comparison covers the full range of major Amazon Germany categories, split into necessity and discretionary groups.

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