Amazon Fresh Exit Boosts Rohlik

Amazon’s exit matters less because it removes volume, and more because it removes a deep pocketed competitor that could afford to subsidize grocery delivery while training German customers to expect Amazon level convenience. In Germany, Rohlik is scaling Knuspr with dedicated fulfillment, tight delivery windows, and a full weekly shop assortment, so losing Amazon Fresh makes the field more favorable for specialists built around fresh food operations rather than broad ecommerce attachment.

• Amazon did not just shut Fresh in Germany, it handed the customer entry point to Knuspr. The November 2024 partnership put Knuspr inside Amazon.de and Prime checkout, and Amazon Fresh service ended in mid December 2024. That gives Rohlik access to Amazon demand without facing Amazon as the operator.
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• This is especially valuable in a market where Rohlik is still building density. Germany is its biggest near term expansion market, with Munich already profitable, Bringmeister acquired in 2023, and plans to add Hamburg, Cologne, and more cities by 2030. Lower competitive noise makes each new warehouse ramp easier.
• The remaining pressure comes from very different models. Picnic uses scheduled route based delivery and free delivery above €45, while Flink and Wolt focus on smaller, faster top up orders in 30 to 60 minutes. Rohlik sits between them as a full basket online supermarket with 25,000 plus items and 15 minute delivery windows.
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Going forward, Germany is becoming a cleaner test of whether the full basket specialist model can win at scale in Europe. If Rohlik keeps pairing Amazon distribution, automated fulfillment, and dense city by city expansion, Amazon’s withdrawal should accelerate share gains and move the German business closer to the profitability already seen in its mature markets.