Did you know that nearly one in three euros spent on computers and accessories on Amazon.de last year came in during the final three months of the year?
Amazon.de's Computer & Accessories category generated an estimated €4.6 billion last year, a 6% increase compared to the year before.
The first half of the year moved at a modest, uneven pace, with month to month sales holding fairly steady and growth staying close to flat. In the second half, demand accelerated sharply from late summer onward, peaked in October, and stayed elevated through November even as the growth rate cooled off a strong comparison period.
Amazon's Black Friday week in Germany stretched across nearly twelve days in 2025, running from November 20 through Cyber Monday on December 1, giving shoppers far more entry points to buy than a single Friday used to offer.
A longer deal window like this changes more than the calendar. It changes when a computing purchase actually gets decided, and sellers who treat late November as one day rather than one season are giving away ground before the biggest week even starts.
Compare How Five Subcategories Split the Demand
The category breaks into five distinct subcategories:
- Peripherals & Accessories is the largest by volume, covering keyboards, mice, cables, headsets and monitors. Its scale comes from frequency: these are the items people replace and upgrade far more often than an entire computer. Germany's own games industry association reported that PC gaming accessory sales climbed 13% in 2025, reversing a downward trend that had lasted since the post-pandemic buying wave faded. That rebound lines up with what shows up inside this subcategory, and it says something worth noting: gaming gear is no longer a niche pulling the category along. It has become mainstream enough to move the whole segment.
- Computing Devices, covering laptops, tablets and desktops, is the fastest grower relative to its size, with demand clearly timed around promotional windows late in the year.
- Components & Storage, driven by SSDs and RAM, posted the strongest growth of any subcategory this year, a sign that upgrading existing hardware is now a bigger habit than buying new systems outright.
- Printing & Scanning has gone essentially flat, a reminder that some corners of this category are shrinking as paper-based work continues to fade.
- Networking stays the smallest by revenue and moves on its own rhythm entirely, tracking broadband and WiFi upgrade cycles rather than shopping events.
Check Where Your Business Stands Right Now
Ask yourself these five questions before planning your next move:
- Do you know your subcategory's growth rate compared to the category average?
- Can you explain why your sales moved the way they did last October and November?
- Is your inventory and ad spend built for a back-loaded year, or an even one?
- Do you know how your subcategory compares to the other four in this category?
- Would you recognize a structural shift in demand, like the one now playing out in gaming accessories, if it started showing up in your own data?
If any of these questions gave you pause, the underlying data is worth a closer look.
The numbers above are only the surface. Our report breaks down monthly performance by subcategory, shows exactly which segments are gaining ground, and translates the patterns into moves for the next deal cycle.
