Over €47,250 in potential incentives when you start selling on Amazon. Find out howOver €47,250 in potential incentives when you start selling on Amazon. Find out howHow to sell pet food on Amazon Germany
A step-by-step guide
Why is selling pet food online in Germany worthwhile?
Demand for pet food is booming in Germany — both offline and online. According to the German Industrial Association of Pet Care Producers (Industrieverband Heimtierbedarf — IVH), revenue in the pet industry in 2024 was around EUR 5.5 billion for pet food alone.
Around 47% of all households in Germany own at least one pet — that's over 34 million animals.
With the growing trend towards healthy, sustainable and species-appropriate pet food and the increasing use of online shopping for everyday purchases, Amazon.de is the ideal entry point. Platforms like Amazon make it easy to reach a large audience, even if you don’t have your own online shop or retail store.
What are the benefits of selling pet food on Amazon.de?
- Convenient delivery: Many customers appreciate large, heavy products such as dry food or cat litter being delivered directly to their homes.
- German-wide reach: With Amazon, you can deliver to customers from Berlin, Hamburg and small towns alike.
- Customer loyalty through subscription models: Food is bought regularly, and with programs such as "Subscribe & Save", you can guarantee recurring orders.
- Trusted platform: Many pet owners already use Amazon as their first port of call for pet supplies.
Healthy, grain-free or special food (e.g. for pets with allergies or for certain breeds) is in particularly high demand and is ideal for niche offers.
How do I start selling pet food on Amazon.de?
Choose your target market and niche
Concentrate on the relevant animal species (dogs, cats, rodents, birds etc.) and have a clear focus:
- Special dog food (e.g. for seniors, puppies, dogs with allergies)
- High-quality treats or dietary supplements
- Sustainable brands with organic ingredients
Around 10.5 million dogs and 15.7 million cats live in Germany (as of 2024), making these two species the primary market.
Develop a strong product offering
You can either sell established brands or build your own brand. When doing so, pay attention to:
- High-quality ingredients
- Clearly labelled recipes
- Trust-building labels such as "recommended by vets", "made in Germany" and "grain-free"
- Eco-friendly packaging (increasingly important for buyers)
What are the legal requirements for selling pet food in Germany?
- Approval and registration
- Labeling requirements
- For imports, please note the following:
If you produce, store or sell pet food, you must register as a company in the animal feed sector with the relevant veterinary office. This is a requirement under EU Regulation (EC) No 183/2005.
The packaging must contain the following information:
- Product name and animal species (e.g. complete feed for adult cats)
- Ingredients (e.g. poultry meal, rice, minerals)
- Analytical components (crude protein, crude fat etc.)
- Feeding advice
- Shelf life and batch number
- Additives (e.g. vitamins, preservatives)
- Ingredients (e.g. poultry meal, rice, minerals)
- Analytical components (crude protein, crude fat etc.)
- Feeding advice
- Shelf life and batch number
- Additives (e.g. vitamins, preservatives)
Important: Selling homemade pet food made in a domestic kitchen is not allowed. Pet food production is subject to the same hygiene requirements as food production.
- A veterinary certificate and declaration are required in accordance with EU requirements
- Only certified pet food may be imported from third countries
- Only certified pet food may be imported from third countries
See also: German Federal Ministry of Agriculture, Food and Regional Identity — Animal Feed Regulation
Example: Breakdown of pet food fees*
Selling price:
Referral fee (15%):
Fulfilment by Amazon fee (standard package 1.9 kg):
Storage fee:
€15
€2.25
€4.71
€0.12 per month
*These are rough estimates and actual costs and margins may vary significantly depending on specific products, competition and other factors. Storage fees may vary depending on the size of the product and the time of year. Profit margins are approximate after taking into account key Amazon fees.
How do I optimise my product pages for Amazon.de?
Product title and description
Use relevant keywords such as:
- "grain-free dog food"
- "high-quality cat food with salmon"
- "puppy food with no added sugar"
A good title includes the animal species, their life stage, the main ingredient and special characteristics.
Use a combination of clear paragraphs and bullet points in the description, for example:
- High-quality ingredients
- Suitable for pets with allergies
- Recommended by vets
- Made in Germany
Images and video
- At least five high-quality images (1000x1000 pixels) showing the packaging, food and label
- Optional: Short video tutorial or explanatory video about feeding
Build trust
- Mention test results, certificates or seals
- Use A+ Content (available via Brand Registry) for optimised presentation
Which Amazon tools can you use to increase your sales?
1
FBA (Fulfilment by Amazon)
Automated storage, packaging and Prime shipping
2
Subscribe & Save
Regular orders with discounts — ideal for consumer products
3
Amazon Brand Registry
Protect your brand and gain access to A+ Content and Sponsored Brands
4
Amazon Storefront
Your brand's own shop within Amazon.de
5
Sponsored Products
Increase visibility on search results
6
Coupons and Lightning Deals
Attract new customers and increase short-term sales
Tip: Plan promotions for seasonal events such as Easter, Black Friday or Prime Day.
Marketing tips for your pet brand on Amazon.de
In addition to Amazon Ads, you can:
Collaborate with German petfluencers on social media
Send free samples to veterinary practices or dog schools
Use Amazon Vine (for eligible sellers) to get verified reviews
Share content in online groups or pet forums
Set up email marketing with tips and discounts
How is the German pet food market developing?
According to IVH, online revenue for pet food grew by over 12% in 2023 compared to the previous year. Germany is Europe's largest pet market, followed by France and Italy. The following products are in particular demand:
- Grain-free and hypoallergenic food
- Functional treats (dental care, joint health)
- Sustainable packaging solutions
- Certified organic products
Buyers are increasingly prioritising transparency, quality and locally sourced products.
Conclusion: Successfully launch your pet food business with Amazon.de
Selling pet food online in Germany in 2025 is an attractive opportunity for both beginner sellers and existing brands. With the right focus on:
- Target group and niche
- Product quality and trust
- Amazon tools and SEO
- Legal compliance
... you can guarantee a competitive position in the e-commerce market. Start small, think long term — Amazon gives you the tools, you bring the passion!
Frequently asked questions (FAQ)
1. Do I need to register my company to sell pet food?
Yes, you must register as a company in the animal feed sector with the relevant veterinary office.
2. Can I sell my own homemade pet food?
No. Production must be carried out under approved hygienic conditions — domestic kitchens are not allowed.
3. Which products sell particularly well on Amazon.de?
Grain-free dog food, additive-free treats, food for senior pets or animals with allergies.
4. Do I need to use FBA?
No, but it is recommended. FBA increases visibility (Prime) and saves you logistical effort.
5. What are the start-up costs?
A budget of around €1500–€2500 is sufficient for your initial stock, packaging, marketing and registration.
6. How do I get reviews when starting out?
Use Amazon Vine (when available), send follow-up emails and actively ask for feedback.
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