Kaufland vs Amazon vs OTTO Market: which marketplace suits your product range?

Fees at a glance

The figures come from the official terms pages (as of November 2026); check them again before deciding, as terms change.

For your calculation the commission always applies to the gross sales price including shipping – Kaufland states this explicitly (Kaufland fees in detail).

Who can sell? Seller requirements

• Kaufland: business sellers with a VAT ID, registration via the Seller Portal; access covers all nine country marketplaces (step by step). For electrical and packaging obligations you need the relevant registrations (EPR), otherwise offers are hidden.
• OTTO Market: German legal form, German VAT ID and registered office in Germany; small businesses under §19 UStG are excluded. German-language customer service and shipping from a warehouse in Germany or the EU are mandatory. According to OTTO, companies from the Netherlands, Poland, Austria and France can already register, with Denmark to follow.
• Amazon: business sellers worldwide; identity and bank verification, brand registry optional for extra tools.

In practice: if you are based outside Germany, OTTO is often closed to you, Kaufland and Amazon are not. If you only speak German, one Kaufland account still puts you in Czechia, Slovakia or Poland – product data is translated there (selling internationally).

Reach and competition

OTTO's seller page cites over 13 million active customers and on average more than 3 million qualified visits per day. Kaufland publishes no customer figure but advertises "the largest marketplace network from Europe" and over 6,400 categories. Amazon is undisputedly the largest marketplace in Germany – and therefore the one with the densest competition per search term.

What matters for your decision is the ratio, not the absolute number: how many sellers compete for the same search terms in your niche? On Kaufland you can measure this directly – number of results per search term, number of ads on page 1, who holds the BuyBox (competitor analysis). A niche with 400 results on Kaufland can be more profitable than the same niche with 40,000 results on Amazon.

Countries and expansion

This is where the three differ most. Kaufland bundles Germany, Austria, Czechia, Slovakia, Poland, France, Italy, the Netherlands and Spain in one account with one base fee; stock can be synchronised between marketplaces (the new marketplaces). OTTO Market is a German marketplace for German customers. Amazon runs separate country sites in Europe, each with its own fees, competition and logistics.

If you want to test Central and Eastern Europe with little effort, Kaufland is the shortest route; if you mainly want to cover Germany, compare OTTO and Amazon.

Product data, BuyBox and advertising

All three work with one product page per EAN shared by several sellers, and with a BuyBox that rewards price, delivery time and service quality (BuyBox on Kaufland). The differences are in the details: Kaufland translates product data for its country marketplaces, requires mandatory attributes per category and offers Rich Content (product data). Advertising exists everywhere as sponsored products; Kaufland's terms page grants €30 credit per month (Sponsored Product Ads).

One difference for steering: Amazon provides sellers with search term reports including volumes; Kaufland publishes no search volumes. On Kaufland, search suggestions and rank tracking replace that data (search suggestions as a keyword source).

Decision guide: where to start?

• You are based in Germany and sell furniture, home or fashion to German customers: look at OTTO Market; add Kaufland as a second channel with a low base fee.
• You want to test several countries with one account: Kaufland – nine marketplaces, one fee, inventory sync.
• You are based outside Germany: Kaufland or Amazon; OTTO generally requires a German legal form.
• Your range is fiercely contested on Amazon: measure the same search terms on Kaufland – page 1 is often reachable there where it is unaffordable on Amazon.

Wherever you start: decide on measured visibility, not gut feeling. Kaufland Tracker shows you where you stand per search term and country – free for your first products (start for free).

Frequently asked questions