Amazon becoming the search engine of commerce for Europeans

Amazon has become a search engine for online commerce in Europe, according to a report published by the company. This is a similar development in the US, where 50% to 60% of users (depending on the source), start their search on Amazon instead of Google.

In Germany, Amazon has over 60 million users in a country with 80 million people. There is a long way to go from being a user to a buyer. This 80 million users translates into 31,6 billion € of revenue in 2022.

Sweden is one of the most recent countries for Amazon. Despite the late start, Amazon already has two million users in Sweden.

The EU has started to require online sites with more than 50 million users to report their average monthly user numbers. It will be interesting to compare the user numbers of Amazon's main competitors. How many more users does Amazon have than, for example, Zalando? The Chinese challengers (Shein, Temu…) will also exceed the required 50M users very soon.