Is Kaufland a good alternative to Amazon in Germany?

Yes. Kaufland offers access to German consumers with significantly less competition. While the buyer base is smaller, the lower competition means better visibility and less price pressure for your products.

Can I use FBA-like fulfillment on Kaufland?

Kaufland does not offer a native fulfillment service like Amazon FBA. You need to handle your own logistics or use a third-party fulfillment provider.

Should I sell on both?

Ideally yes. Amazon gives you scale in Germany, while Kaufland gives you lower-competition access plus expansion into Czech Republic, Slovakia, Poland, and Austria. Marqetir can manage your listings across both.

Amazon vs Kaufland: Összehasonlítás Németországban (2026)

Amazon

Kaufland

Which marketplace is better for sellers?

Last updated: March 2026

Quick Verdict

Amazon offers unmatched scale and fulfillment infrastructure but comes with fierce competition and higher fees. Kaufland provides a lower-competition entry into the German and CEE markets with the trust of a major retail brand. Sellers targeting Germany should consider both.

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Sale Price (EUR)

Scoring Breakdown

Market Size

Amazon10/10

Kaufland7/10

Amazon.de is the dominant German marketplace with 500M+ monthly visits. Kaufland has 32M monthly visitors but is expanding rapidly across DE, CZ, SK, PL, and AT.

Seller Fees

Amazon6/10

Kaufland7/10

Amazon charges €39/month plus 7-15% referral fees. Kaufland charges €39.95/month plus 7-14% commission, similar overall but with fewer hidden costs.

Competition Level

Amazon4/10

Kaufland9/10

Amazon Germany is saturated with millions of sellers. Kaufland has significantly fewer sellers, offering better visibility and less price pressure.

Fulfillment

Amazon10/10

Kaufland4/10

Amazon FBA is a massive advantage for sellers. Kaufland does not offer a comparable fulfillment service, requiring sellers to manage their own logistics.