Amazon as storefront for Rohlik

This deal turns Amazon from a customer acquisition channel into a storefront layer for Rohlik in Germany. Instead of paying Meta or Google to convince shoppers to download a grocery app, Knuspr can appear where millions of Prime members already browse and pay. That matters because online grocery is won by repeat weekly baskets, and lower acquisition cost improves unit economics long before a new city reaches full delivery density.

• The launch began in Berlin in November 2024 and was set to expand to Munich and Rhine Main soon after. The offer sits directly inside Amazon.de, uses Prime checkout, and carries more than 15,000 items, from staples to local farm products, which makes it a full basket shop, not a small convenience add on.
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• Germany was already Rohlik's key expansion market. The 2023 Bringmeister acquisition added local scale, and Amazon Fresh then exited German fresh food delivery in December 2024, leaving Knuspr with stronger distribution and one less major branded rival at the exact moment this partnership was rolling out.
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• This looks more like Amazon outsourcing grocery execution than building the whole stack itself. Rohlik runs the assortment, fulfillment, and delivery experience, while Amazon contributes traffic and checkout. That is a very different model from Instacart, which mainly sits on top of third party retailers rather than owning the inventory and fulfillment network.
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The next step is for Rohlik to convert Amazon traffic into habitual grocery spend and then pull the best households into its own higher frequency ecosystem through Xtra memberships, private label, and superior service. If that works, Amazon becomes the top of funnel and Rohlik keeps the deeper customer relationship and economics underneath.