Germany has become Amazon’s largest market outside the US, as the lack of local competition allowed the e-tailer to focus on aggressive expansion. Amazon Germany is the only e-tailer in the country to offer advanced merchandising capabilities like branded product pages and sponsored search results. Yet few brands take full advantage of what Amazon has to offer, according to L2’s Digital IQ Index: FMCG Germany.

The study finds that product pages are poorly optimized and brands largely neglect to incorporate existing video collateral on these pages. Even though Prime Pantry launched in Germany two years ago and FMCG Germany offers a multitude of promotional opportunities, only a few of the Index brands have listed products in Prime Pantry or designated them as Add-on Items. On the whole, enterprises are investing more in their presence on Amazon in France than in Germany, despite the platform’s greater dominance of the e-commerce market in the latter.


L’Oréal Paris is an exception. The brand has two stores on Amazon Germany: a main brand page within Amazon’s Beauty section that can be found through a simple brand search on Amazon, and a dedicated Men Expert page that can be accessed from the main brand page. Both of L’Oréal’s stores group products into clear categories and allow for easy filtering on grid pages. In addition, L’Oréal Paris has established a strong presence on relevant unbranded category pages on Amazon by integrating video content and featuring direct links to specific product pages, gaining a lead over competitors.

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