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
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.