Is Kaufland a real alternative to Amazon in Germany?

Kaufland is not a replacement for Amazon.de — Amazon's scale is unmatched. But Kaufland is the strongest complementary channel in Germany. Lower competition means better visibility and healthier margins. Many sellers report that Kaufland products rank organically where they would need heavy PPC spend on Amazon.

How do fees compare between Kaufland and Amazon.de?

Kaufland charges €39.95/month plus 7-14% commission. Amazon charges €39/month plus 7-15% referral fees — similar on paper, but Amazon's FBA fees, storage fees, and PPC costs make the effective cost significantly higher. Kaufland sellers often see better net margins.

Can I use Amazon FBA for Kaufland orders?

No. Kaufland does not integrate with Amazon FBA. You need to handle fulfillment yourself or use a third-party logistics provider. Some sellers use multi-channel FBA, but this is not officially supported by Kaufland and can cause compliance issues.

Should I sell on both Kaufland and Amazon.de?

Absolutely. Amazon.de gives you maximum reach in Germany. Kaufland gives you lower-competition access to German consumers plus expansion into Czech Republic, Slovakia, Poland, and Austria. Marqetir can sync and optimize listings across both.

Which marketplace has stricter compliance requirements?

Both require LUCID packaging registration and WEEE for electronics. Amazon additionally enforces strict account health metrics, product authenticity checks, and brand gating. Kaufland has compliance requirements but the seller experience is generally less stressful.

Where should a new seller to Germany start?

If you can only start with one, Amazon.de gives you the largest audience. But add Kaufland as soon as possible — the lower competition means you can gain traction faster while building your Amazon presence. Many sellers find their first sales on Kaufland easier to achieve.

KauflandvsAmazon.de

Which marketplace is better for sellers?

Last updated: March 2026

Quick Verdict

Amazon.de is the dominant force in German e-commerce with 500M+ monthly visits and world-class fulfillment. Kaufland is the smartest secondary channel for Germany, offering far less competition and the trust of a major retail brand. Sellers should use Amazon.de for scale and Kaufland for higher margins and better visibility.

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Sale Price (EUR)

Scoring Breakdown

German Market Size

Kaufland7/10

Amazon.de10/10

Amazon.de is Germany's largest marketplace with 500M+ monthly visits. Kaufland has 32M monthly visitors across all markets, with Germany as its primary base.

Seller Competition

Kaufland9/10

Amazon.de3/10

Kaufland has dramatically fewer sellers, giving products much better organic visibility. Amazon.de is one of the most competitive marketplaces in Europe with millions of active sellers.

Fulfillment

Kaufland4/10

Amazon.de10/10

Amazon FBA is the gold standard. Kaufland does not offer native fulfillment — sellers must handle logistics themselves or use a third-party provider.

Profit Margins

Kaufland8/10

Amazon.de5/10

Lower competition on Kaufland means less price pressure, preserving healthier margins. Amazon's buy-box algorithm drives aggressive price undercutting.