Amazon’s strength in the European health and beauty sector was reaffirmed in the first quarter of 2025. In France alone, the U.S. giant reported a 43% sales increase, following a 44% rise in 2024, according to figures from health data analytics firm Iqvia, shared with AFP.
“Three-quarters of the products sold by Amazon are new to the European market, mainly in dermo-cosmetics, where margins are higher,” emphasized Iqvia. This trend reflects the broader surge in e-commerce for over-the-counter (OTC) health products across Europe, which “is showing strong growth in all countries.” Yet, online sales remain secondary to traditional brick-and-mortar pharmacy channels, especially in France, according to the company.
The pace of growth differs across Europe: Spain saw the highest increase in online OTC and personal care sales at 25%, ahead of Poland (+18%), Italy (+16%), and Germany (+11%).
Slower market penetration in France
France saw a 6% rise in online orders; slower than in other countries, but ahead of the 3.5% growth in traditional brick-and-mortar pharmacy sales.
As far as market share are concerned, "online pharmacies represent roughly 2% of the total in France and 3% if we add Amazon, so it remains relatively confidential," said Paul Reynolds, an expert at Iqvia France.
With a dense nationwide network of around 22,000 pharmacies, France maintains a stronghold on the sector. By law, only pharmacist-operated pharmacies are permitted to sell medications.
In France, as in Italy and Spain, online sales are limited to non-prescription medicines — commonly known as OTC (over-the-counter) products.
Germany ranks first in online sales in Europe
In Germany and the United Kingdom, online pharmacies are allowed to sell prescription medications. This more liberal approach also applies in other European countries like the Netherlands, the Nordic nations, and Switzerland.
According to Iqvia, Germany is the European country with the largest market share for beauty, personal care and OTC online sales (20%), ahead of Italy (8%), where Amazon opened a parapharmacy at the beginning of the year, Poland (8%), Belgium (6%) and Spain (5%).
