is Germans’ most preferred e-commerce destination for Beauty and Personal Care shopping. Germans conduct 29 million searches a month on Amazon, about half of the number of searches they do on Google. However, both prestige and mass beauty brands have been slow to fully adopt the e-tailer.


Amazon has opened a Luxury Beauty store on its German site, but the venture has proved even less popular than in the U.S. Our Digital IQ Index: Beauty | Germany found only 11 brands have a storefront on the Germany Beauty store compared to 25 brands on the U.S. version. L’Occitane and Burberry distribute on the U.S. site but are absent from the luxury store.


Mass brands are only slightly more receptive. Only 8% of all beauty brands have customized stores on Amazon, among them Garnier, Nivea and Maybelline. However, their Amazon stores are more developed than ones on Amazon’s U.S. site and feature videos and giveaways. For example, L’Oréal Paris gave a Berlin International Film Festival tote to customers who spent at least €10 on the brand’s Amazon store.


37% of brands are buying ads against their brand terms or select long-tail search terms, close to the fraction (38%) of mass brands who purchase against their brand terms on search engines. It seems German beauty brands do in fact recognize’s influence, and more storefronts could be on the way.

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