Amazon’s share of Danish online shoppers has risen to 15 percent, matching the local retailer Boozt. The figure climbed from 13 percent a year earlier and 10 percent in 2023, according to a recent study.
The Confederation of Danish Industry commissioned research agency Epinion to interview 3,035 Danish consumers in the second quarter of 2026. All participants were adults who had made an online purchase in the previous month.
Although Amazon does not operate a Danish marketplace or a .dk domain, shoppers typically order through its foreign sites. Awareness of the retailer grew to 74 percent in 2026, up from 71 percent in 5 2025 and 70 percent in 2023. The highest recognition was among 18-to-30-year-olds at 88 percent, while those 56 and older reached 62 percent.
EU-wide data show Amazon’s reach stabilising, yet Denmark broke the pattern with an 18.4 percent increase in users. This makes the market an outlier in the region.
Survey responses indicate that Danish buyers turn to Amazon when searching for a specific item. Price motivated 34 percent of shoppers, 30 percent said they could not locate the product elsewhere, and 27 percent valued the larger assortment.
Electronics and electrical equipment comprised 23 percent of recent its orders. Books, films, music and games followed at 15 percent, and home and kitchen goods accounted for 12 percent.
Only 19 percent of Amazon purchases were impulse buys, compared with 36 percent for online shopping in general. Fast delivery influenced just 5 percent of decisions, while 63 percent of its shoppers deliberated for up to a week, versus 48 percent across the sector.
Mobile devices were used for 38 percent of Amazon transactions, lower than the 50 percent share for all online purchases. The average order value on the platform was 675 Danish kroner, slightly below the overall average of 698 krone.
Mie Bilberg, senior adviser for ecommerce at the Confederation of Danish Industry, said, “The question is no longer whether Amazon will come to Denmark. Amazon is already here.” She urged companies to view the platform as both a competitor and a growth opportunity.
