Amazon Private-Label Share YoY Change by Category on Amazon.de — Q1 2026 vs. Q1 2025
Results as of
Review Q1 2026 vs. Q1 2025: Fashion private-label share on Amazon.de surged +64% in relative terms — Electronics is the lone decliner -7.7%
Info
- Sample size
- n = 51,874
- Data date
- Q1 2026 vs. Q1 2025
- Segment
- All segments
- Platform
- Amazon
- Market
- Germany
Analysis
Three of four major categories on Amazon.de saw their private-label share grow year-on-year in Q1 2026, but the headline number belongs to Fashion: a +64% relative jump (from 1.2% to 1.9%), driven almost entirely by Amazon Essentials. That relative surge is the fastest in the dataset — even though Fashion's absolute share remains the lowest of the four categories.
Amazon Essentials rises as budget fashion pressure mounts
German online fashion is under sustained cost pressure. About 62% of German consumers expressed negativity about the national economy in 2025, reducing discretionary fashion spending as households prioritise essentials before apparel. Amazon Essentials — positioned squarely as basics-on-a-budget — is the direct beneficiary. Electronics moved in the opposite direction: Amazon-branded devices such as Echo, Kindle, and Fire make up the bulk of that category's private-label count, and softer device demand against a broader electronics base pulled the share 0.2 percentage points lower. Shrinkflation and hidden price increases are driving brand-switching behaviour among German consumers, which helps explain why value-oriented Amazon labels are gaining ground even in Fashion, a category where private-label has historically been a harder sell. For absolute share levels by category, see the category share overview.
This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.
Methodology
Year-on-year change is calculated as the difference in private-label order share between Q1 2026 and Q1 2025, expressed both in percentage points (absolute) and as a relative percentage change. Private-label classification covers Amazon-owned brand names including Amazon Basics, Amazon Essentials, Solimo, Happy Belly, Mama Bear, Presto!, by Amazon, and similar labels; third-party lookalike names are excluded. The comparison method neutralises differences in the active shopper base between the two quarters, so the shifts reflect genuine changes in buying behaviour rather than panel composition. All four categories had large order volumes in both periods.