Median Time to Second Amazon.de Order by Category — Germany 2025
Results as of
Review Full Year 2025: Repeat buyers return to Amazon.de in a tight 18–34 day window, consistent with monthly replenishment cycles
Info
- Sample size
- n = 27,231
- Data date
- Full Year 2025
- Segment
- All segments
- Platform
- Amazon
- Market
- Germany
Analysis
Across Amazon.de's stickiest categories in 2025, the median gap between a buyer's first and second order spans just 18 to 34 days — a remarkably narrow band that reveals repeat behavior as periodic and planned, not impulsive.
Monthly replenishment, not random re-engagement
Eight of the top consumable categories — including Personal Care, Health Care, Food, and Household Supplies — cluster tightly at a 22–27 day median, aligning precisely with a monthly replenishment rhythm. Diapering's longer 34-day median reflects bulk-pack purchasing patterns, where large pack sizes extend the time between restocks. Lighting, at 18 days, sits at the short end, likely driven by bulb replacement needs. The consistency of this window across very different categories suggests that Amazon.de has become the default replenishment channel for German households in these segments — a dynamic that Subscribe & Save formalizes into guaranteed recurring revenue for enrolled sellers.
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Methodology
The median number of days between first and second purchase is calculated among buyers who repeated in the same category within 90 days of their first 2025 order on Amazon.de. Only buyers who actually repeated are included in the time-to-second-order calculation — non-repeaters are excluded. The same order-day collapsing applied to the category ranking is used here, ensuring same-day multi-line orders do not compress observed intervals. The analysis covers the same population of over 6,500 active German Amazon shoppers observed throughout the 2025 calendar year.