Lego — Top Retailers
In 2025, amazon.com was the single largest store selling Lego online, generating US$717m at a 15.6% share of the brand's online brand revenue, ahead of lego.com and amazon.de in second and third place. The ranking mixes Lego's own D2C stores with major third-party wholesale marketplaces, showing exactly where the brand's online sales take place.
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Top Stores Selling Lego
- amazon.com generated US$717m in brand revenue online, a 15.6% share, in 2025.
- lego.com generated US$509m in brand revenue online, a 11.1% share, in 2025.
- amazon.de generated US$271m in brand revenue online, a 5.9% share, in 2025.
| # | Store | Channel Type | Brand Revenue Online (2025) Share |
|---|---|---|---|
| 1. | Wholesale | US$717m15.6% | |
| 2. | D2C | US$509m11.1% | |
| 3. | Wholesale | US$271m5.9% | |
| 4. | Wholesale | US$234m5.1% | |
| 5. | Wholesale | US$230m5.0% |
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