Pharmacy Sales on Amazon Germany Surge by 21 Percent

Recent market analysis indicates a significant rise in the sales of pharmacy-exclusive products on Amazon Germany, highlighting the growing influence of online platforms within the healthcare sector. According to a comprehensive study conducted by eBazaaris, a consultancy specializing in the online pharmaceutical and over-the-counter (OTC) market, pharmacy-related product sales on Amazon.de increased by 21 percent year-over-year, reaching nearly 500 million euros. This growth underscores the changing landscape of the pharmaceutical market, as digitalization and e-commerce continue to reshape how consumers access health-related products.

The study analyzed nearly 24,000 pharmacy products from approximately 3,500 brands over a 22-month period, focusing solely on items verifiably sold by pharmacies on Amazon.de. The findings reveal that a relatively small segment of the product range is responsible for the majority of sales; 80 percent of the total revenue comes from just 1,980 products, which represents less than 10 percent of the analyzed assortment. This concentration suggests that leading brands and established product categories dominate the marketplace, potentially posing challenges for new market entrants.

Key categories demonstrating notable growth include skin care, vitamins, and animal health. Skin care and dermatological products alone account for 25 percent of market share, marking them as the most lucrative segment for pharmacy sales on Amazon. The animal health category shows the highest annual growth rate at 65 percent, with the average revenue per product exceeding 109,000 euros. This rapid expansion is attributed to heightened consumer interest in pet wellness and preventive care, as well as the increasing popularity of e-commerce channels for purchasing such products.

Within these high-performing segments, branded products related to probiotics, treatments for hereditary hair loss, and tick and flea protection for pets have demonstrated strong sales momentum. The study also highlights an extraordinary surge in sales for certain collagen powder suppliers, with growth rates surpassing 2,400 percent. These trends reflect shifting consumer priorities toward preventative health, well-being, and specialty supplementation, as well as the influence of digital marketing strategies deployed by leading brands.

The report suggests that the expansion of pharmacy product sales on Amazon is not limited to established players. Traditional pharmaceutical manufacturers are increasingly introducing new products specifically designed and optimized for the Amazon marketplace. This strategic shift reflects a broader industry recognition of the platform's importance in reaching digital-first customers and adapting to evolving purchasing behaviors.

While the transition to online sales platforms, including Amazon, has been accelerated by the introduction of electronic prescriptions (e-prescriptions) and the widespread adoption of digital health services, it also raises concerns among brick-and-mortar pharmacies. The growing market power of global e-commerce companies presents competitive challenges for local pharmacy operators, who must adapt their business models and digital presence to maintain market relevance.

Despite the robust growth of online pharmacy sales, the study notes that new products face significant barriers to entry. The consolidation of sales among top-performing brands and categories makes it difficult for newcomers to gain market traction without targeted digital strategies and strong brand recognition. As a result, the online pharmacy market on Amazon is characterized by both high growth potential and increasing competition among established and emerging players.

Overall, the findings illustrate the transformative effect of e-commerce on the German pharmaceutical sector. As consumer preferences continue to shift toward the convenience and accessibility offered by online platforms, both manufacturers and pharmacies are adapting their strategies to capture this expanding market. The ongoing evolution of regulatory frameworks and technological advancements, such as e-prescriptions, will likely further shape the future of pharmacy sales in Germany and beyond.