Germans like Amazon Logistics quality, study finds

Amazon Logistics’ delivery service is becoming increasingly popular and well-known among Germans and is now rated second-best in terms of delivery quality and customer satisfaction after DHL, a new consumer study by the market research institute YouGov revealed.

According to YouGov’s latest brand monitor “BrandIndex”, as part of which 2,000 consumers were interviewed, customers in Germany are becoming increasingly familiar with Amazon’s own delivery service.

While only 40% of Germans had heard of Amazon Logistics (AMZL) in January 2019, the figure has now risen to 55%. Even though this recognition level is still far lower than DHL and Hermes (both over 92%) as well as GLS (74%), Amazon Logistics is the only delivery service that is constantly increasing its profile, the researchers noted.

Moreover, those customers who know the respective brands said that Amazon Logistics offers the best quality after DHL and ahead of UPS, Hermes, DPD and GLS. While Amazon was at the same level as UPS back in 2019, it has now a clear lead in terms of quality perception.

In terms of customer satisfaction, Amazon Logistics is also the only provider who can keep up with DHL, leaving behind the other parcel operators, the survey further revealed.

Out of all consumers surveyed – and not only those who know the respective brands – most said that they turn most frequently to DHL and Hermes for shipping but Amazon follows closely in third position.

Amazon Logistics expansion in Germany

Over the last few years, the online retailer has continued to expand its own delivery operation in various countries, including Germany, to be more independent of traditional parcel carriers.

Amazon’s investor relations director Dave Fildes disclosed on the company’s Q4, 2020 results call this week that “more than half our packages, both U.S. and worldwide, are handled through AMZL”.

In Germany, Amazon ships many of the products offered on its marketplace itself, thus competing directly with other delivery providers such as DHL, DPD, Hermes and GLS. Given its estimated 50% share of the German e-commerce market, this means Amazon Logistics could divert more volumes away from delivery partners in future.

However, one obstacle applies to Amazon just as it does to its competitors: the challenge of finding qualified staff to deliver its parcels, YouGov noted.