FritzBox Manufacturer Opens Direct Online Store for Its Routers

FritzBox, a popular router brand in Germany, is taking a significant step by launching its own online shop. Starting October 1, 2025, users will be able to purchase FritzBox devices directly from the manufacturer at fritz.com. This move comes after AVM, the company behind FritzBox, recently rebranded as ‘Fritz!’ and aims to strengthen its market presence. Despite this direct sales channel, prices on the Fritz! shop are notably higher compared to other retailers like Amazon and Media Markt. For example, the FritzBox 5690 Pro costs €319 at Fritz! but can be found for €299 elsewhere. Similarly, the flagship FritzBox 7690 is priced at €259 on the official site, while it’s available for as low as €229 on platforms like eBay. Customers can benefit from free shipping and direct customer support, but these advantages don’t necessarily justify the higher prices. The company views this move as a part of its strategy to expand brand recognition in Germany and other European countries. However, it remains to be seen if this new online platform will provide real value for consumers beyond convenience.