Kaufland vs Amazon — which marketplace is better for furniture brands

Kaufland's online marketplace has grown quickly and now reaches several European countries. For furniture brands already on — or considering — Amazon, the natural question is whether Kaufland is worth the effort, and which platform to prioritise.

The short answer

It is not either/or. Amazon usually offers the largest reach and the most mature furniture demand, while Kaufland offers lower competition and a different customer base. For most brands the smart move is to establish the strongest channel first, then expand to the other once operations are stable.

How they compare

• Reach: Amazon is larger and more established across Western Europe; Kaufland is growing and expanding into more countries
• Competition: furniture categories are often less saturated on Kaufland
• Fees: structures differ by category — model your real margin per item on each platform before committing
• Fulfilment: both offer marketplace fulfilment and seller-fulfilled options; oversized furniture still needs a margin-safe logistics plan

When to prioritise Amazon

If you want the largest possible audience, the deepest furniture demand, and tools like A+ Content and a mature advertising platform, Amazon is usually the place to build first.

When Kaufland makes sense

If Amazon is already crowded in your niche, or you want incremental sales from a less competitive channel, Kaufland can be a strong second marketplace — especially as it expands into new countries.

The takeaway

Don't think of it as Kaufland vs Amazon — think sequence. Build one channel to a stable, profitable level, then use the same product data and operations to expand to the other. Diversifying across marketplaces reduces risk and smooths out seasonal demand.