Amazon has closed the gap with Nordic retailer Boozt in Denmark, capturing 15 percent of active online shoppers over the past six months. The platform’s reach has grown steadily, rising from 10 percent in 2023 to 13 percent one year ago and 15 percent in 2026. The Confederation of Danish Industry attributes these figures to research by Epinion, which surveyed 3,035 consumers in the second quarter of 2026. All respondents were over 18 and had made a purchase online in the previous month.
Platform Growth and User Demographics
Amazon does not operate a local marketplace or the Amazon.dk domain. Danish consumers typically order through foreign sites, yet awareness of the company continues to rise. In 2026, 74 percent of Danish online shoppers knew the brand, an increase from 71 percent in 2025 and 70 percent in 2023. Awareness was highest among consumers aged 18 to 30, at 88 percent, while those aged 56 and older showed a 62 percent recognition rate.
Amazon’s presence in Denmark stands in contrast to its broader European Union market, where user growth has plateaued. The analysis notes that Denmark was a clear exception, with reported user numbers increasing by 18.4 percent.
While price is the primary motivator for 34 percent of buyers, 30 percent choose the platform because they cannot find specific products elsewhere. A further 27 percent are drawn by its larger assortment. Electronics and electrical equipment accounted for 23 percent of recent purchases, followed by media like books and games at 15 percent, and home and kitchen products at 12 percent. These figures suggest Amazon attracts deliberate shoppers rather than those making spontaneous decisions. Only 19 percent of Amazon purchases were impulse buys, compared with 36 percent of all online transactions. The average order value on Amazon was 675 Danish kroner, slightly below the general ecommerce average of 698 kroner.
Amazon purchases are also less likely to be made on mobile devices. While 50 percent of all online transactions occurred on smartphones, only 38 percent of Amazon orders used this method. Mie Bilberg, senior adviser for ecommerce at the Confederation of Danish Industry, noted that the company should be viewed as both a competitor and a growth channel for Danish brands.
