In 2025, 60 percent of German retailers who participated in a study said that they were dissatisfied or very dissatisfied with their online business. This indicates a significant decline compared to 2024. The share of satisfied or very satisfied sellers has fallen from 48 to 40 percent.

Amazon is tightening its oversight of merchants that ship orders themselves (Fulfilled by Merchant, or FBM). In Germany, the company expects FBM sellers to maintain an On-Time Delivery Rate of 90 percent or higher and says it will enforce that threshold strictly. Similar policy changes are being introduced in other countries.

Between June last year and this year, cost-per-click on Google Ads increased by 15 percent. This equals an increase of 0.06 euros across all campaign types. At the same time, return on ad spend (ROAS) decreased by more than 40 percent.

Amazon has made its Seller Assistant available within Seller Central in Germany. “This AI-powered assistant helps you find relevant information, gain insights, and manage your business more efficiently by making informed decisions.”

While Amazon has been the biggest marketplace in Germany for years, other local platforms have recently increased their market share. Retailers who want to sell in Germany should be aware that selling on Amazon is not the only way to reach customers, says global fulillment provider fulfilmentcrowd. As marketplaces are increasing their share in the ecommerce market, being active on several platforms can help online stores diversify their revenue.