Amazon significantly increased revenue in its two largest European markets last year. The company generated 45.9 billion dollars in Germany and 43.2 billion dollars in the United Kingdom, representing growth of 12.3 percent and 14.2 percent, respectively.
In 2025, Amazon not only grew its revenue in both markets but also accelerated its growth rate. In 2024, Amazon’s revenue grew by 8.7 percent in Germany and 12.7 percent in the United Kingdom. Germany remains Amazon’s largest market in Europe, according to the new annual figures, although the United Kingdom is closing the gap.
Double-digit growth
Amazon’s revenue growth in Germany and the United Kingdom outpaced that in the United States (11.8 percent) and Japan (12.0 percent), where double-digit growth was also recorded. Amazon did not disclose specific figures for other countries in its annual financial report.
Faster growth in Germany and the UK than in US
The report does show that the ‘Rest of World’ segment grew by 14.5 percent to more than 100 billion dollars for the first time, reaching 107.5 billion dollars of Amazon’s total revenue of 716.9 billion dollars.
Amazon’s financial results, source: Amazon.
Investments in Europe
Amazon is positioning itself explicitly as an ally of local SMEs in Europe. The company is investing billions to strengthen its position, including in the Netherlands and Belgium, where it is not a market leader. In addition to Germany and the United Kingdom, Amazon is the market leader in countries such as France, Italy and Spain.
Price controls
According to the Bundeskartellamt, Germany’s national competition authority, Amazon.de now accounts for 60 percent of all online sales in Germany. The market leader, which earns substantial revenue from advertising on its platform, received a slap on the wrist from the regulator last week over the price controls it exerts on selling partners.
Amazon received a slap on the wrist in Germany
Amazon must change its policies and may only influence prices in exceptional cases, the Bundeskartellamt said. It must also repay 59 million euros in economic benefits. Amazon has announced it will appeal the decision, which entails major changes to the Buy Box.