Amazon CEO on Germans as 'Control Freaks' - Amazon CEO on Germans as 'Control Freaks'
Amazon Germany has opened a major new headquarters in Munich, covering 45,000 m² and creating around 2,500 jobs. The move comes as the company’s CEO, Rocco Bräuniger, addresses criticism about its impact on city centres and highlights German shopping habits ahead of Christmas.
The new Munich office marks a significant expansion for Amazon in Germany. Despite its growing online presence, the company points out that Munich’s city centre remains busy, with retail and services still thriving. Bräuniger dismissed claims that Amazon harms local high streets, citing retail association data showing strong activity in areas where the company operates.
Bräuniger also commented on German shopping behaviour, calling locals 'control freaks' due to their habit of frequently checking delivery updates. He noted that Germans track packages more often than other Europeans, reflecting a broader trend of meticulous online shopping habits. Looking ahead to Christmas, Amazon’s Black Friday sales suggest popular gifts this year will include Wi-Fi extenders, air fryers, and robot vacuums. The company expects these items to feature prominently under trees across the country.
Amazon’s new Munich headquarters reinforces its commitment to Germany, despite ongoing debates about its effect on traditional retail. The company continues to grow while observing unique consumer trends, from delivery tracking to holiday shopping preferences. Official figures and local retail activity remain central to its defence against criticism.
