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

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

**Period:** Full Year 2025  
**Market:** DE  
**Data status:** final  
**Data as of:** 2026-04-28T21:42:23.848765+00:00  
**Sample size:** n = 27,231  
**Source:** [https://www.datapods.app/en/insights/consumption/online-shopping/amazon-repeat-purchase-rate-by-category-germany-2025](https://www.datapods.app/en/insights/consumption/online-shopping/amazon-repeat-purchase-rate-by-category-germany-2025)

## Segments

- **Years:** 2025
- **Platform:** amazon

## Summary

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](slug:amazon-subscribe-save-repeat-rate-germany-2025) across most of these same categories.

## Chart

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%.

## 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.

## Citation

Datapods (2026-04-28). *Amazon.de Repeat-Purchase Rate by Product Category — Germany 2025*. Datapods Insights. https://www.datapods.app/en/insights/consumption/online-shopping/amazon-repeat-purchase-rate-by-category-germany-2025

## About Datapods

Datapods is a behavioral consumer-data platform. The Insights library publishes free, citable statistics derived from a panel of 25,000+ opted-in participants in Germany: observed real behavior (transactions, browsing, media), not surveys. All data is processed within the EU and is GDPR-compliant.

For brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands, see [https://www.datapods.app/en](https://www.datapods.app/en).