AMAZONE
AMAZONE is a family-owned German manufacturer (founded 1883) of agricultural machinery — tillage, seeding, fertilisation, and crop-protection equipment — complemented by an ISOBUS-based precision-farming software ecosystem sold to professional farmers, contractors, local authorities, and groundcare operators across 43 countries.
- Company typePrivate
- Founded1883
- HeadquartersAuckley, United Kingdom
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What AMAZONE does
AMAZONE (AMAZONEN-WERKE H. DREYER SE & Co. KG) is a privately held, family-owned German manufacturer of agricultural machinery founded in 1883 and now in its third generation of Dreyer family ownership. The company designs, produces, and distributes soil-tillage implements (ploughs, compact disc harrows, cultivators, power harrows), pneumatic and tine seed drills, fertiliser spreaders, and crop-protection sprayers, plus a growing groundcare portfolio that includes inter-row hoes, mowers/collectors, and winter salt spreaders such as the IceTiger. Production is concentrated in Hasbergen-Gaste and Leipzig in Germany, with a UK headquarters in Doncaster, a French sales subsidiary in Forbach, and an international dealer network active in 43 countries.
The company's technical differentiation rests on a vertically integrated precision-agriculture stack: in-house-developed ISOBUS electronics, the AmaTron 4 operator terminal, GPS-driven software (GPS-Maps&Doc, GPS-Switch, GPS-Track), and mobile apps (mySpreader, mySprayer, AmaTron Twin/Share) delivered through the myAMAZONE customer portal and the AMAZONE 4.0 ecosystem. Notable hardware features include ArgusTwin radar-based spread-pattern monitoring, WindControl wind compensation, AutoPoint sowing timing, and a PreTeC precision seeder rated for up to 98% field emergence. AI capability entered the product surface with EasyMatch image-based fertiliser analysis in the mySpreader App, scheduled for January 2026.
AMAZONE monetises primarily through hardware sales of mounted, trailed, and self-propelled machines, complemented by recurring software licence revenue for ISOBUS precision-farming modules, a parts and Global Parts Centre operation, used-machinery resale, and the in-house AMAZONE Finance programme. Distribution is overwhelmingly channel-based via authorised dealers supported by direct sales offices in Germany, the UK, France, and Austria; enterprise field sales target professional farmers, contractors, and local authorities across arable, groundcare, and municipal customers. The company has reported 11% business growth and moved up to 2nd place in the DLG Image Barometer 2025/2026.
AMAZONE firmographics
Firmographics- Name
- AMAZONE
- Legal name
- AMAZONE Ltd.
- Website
- https://amazone.co.uk
- Company type
- Private
- Founded year
- 1883
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- AMAZONE is a family-owned German manufacturer (founded 1883) of agricultural machinery — tillage, seeding, fertilisation, and crop-protection equipment — complemented by an ISOBUS-based precision-farming software ecosystem sold to professional farmers, contractors, local authorities, and groundcare operators across 43 countries.
- Ownership category
- akta.pro rank
AMAZONE industry classification
Industry- Product category
- Agricultural Machinery
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC)
- akta.pro secondary industry
- Agricultural & Field Robotics (HDAAAIAD)
Keywords
Where AMAZONE is headquartered
LocationHeadquarters
- HQ city
- Auckley
- HQ country
- United Kingdom
- HQ region
- Europe
Offices8 records
Markets served
AMAZONE business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Agricultural Machinery Sales: Sale of agricultural equipment including soil tillage, seeding, fertilisation, crop protection, and groundcare machinery. Products range from mounted to trailed to self-propelled machines.
- Parts and Spare Parts: AMAZONE Original spare parts, spare parts portal, and Global Parts Centre for maintenance and repairs of AMAZONE machinery.
- Digital Solutions and Software: Optional software licences for AmaTron 4 including GPS-Maps&Doc, GPS-Switch, GPS-Track, AmaCam, and precision farming functions.
- Finance Services: AMAZONE Finance offering financing options for machinery purchases.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels12 records
AMAZONE product offering
Product offeringCore offering
AMAZONE designs, manufactures and sells agricultural and groundcare machinery across five categories: soil tillage, sowing/seeding, fertilisation, crop protection sprayers, and groundcare equipment. The company also develops and supplies ISOBUS terminals, GPS-based precision-farming software and mobile applications that integrate with its implements, and provides associated spare parts, finance and after-sales services.
Product overview
AMAZONE is a manufacturer of agricultural machinery offering a comprehensive portfolio of soil tillage, seeding, fertilisation, and crop protection equipment alongside an integrated digital solutions platform. The product range spans from compact disc harrows and ploughs to advanced pneumatic seed drills (Cirrus, Centaya, Citan, Cayena, Avant) and sprayers, complemented by ISOBUS-compatible electronics including the AmaTron 4 terminal, GPS-based precision farming software (GPS-Maps&Doc, GPS-Switch, GPS-Track), and mobile apps (mySpreader, mySprayer, AmaTron Twin/Share). The ecosystem integrates hardware and software into a unified precision agriculture platform enabling site-specific application, automated section control, and real-time monitoring. Recent AI-powered additions include EasyMatch for fertiliser analysis and GPS ScenarioControl for automated switching processes.
Differentiator
Problem solved
Functional benefit
Brands
- myAMAZONE: Digital customer portal providing centralized access to parts, operator manuals, SmartLearning videos, and service information.
- AmaTron
- AMAZONE 4.0
- EasyMatch
- SmartLearning
Products and services
- Soil tillage machinery Mounted and trailed equipment for primary and secondary soil cultivation, designed for arable farmers and agricultural contractors preparing seedbeds and managing soil structure.
- Sowing and seeding machinery Mechanical and pneumatic seed drills and planters for arable and mixed farms, used to establish cereal, oilseed and other crops with precise seed placement.
- Fertilisation machinery Mounted and trailed mineral fertiliser spreaders for arable farms, designed to apply granulated and prilled fertilisers accurately across fields.
- Crop protection sprayers Mounted, trailed and self-propelled crop protection sprayers for arable and mixed farms, used to apply agrochemicals with section control and GPS-guided precision.
- Groundcare and turf maintenance equipment Groundcare and turf maintenance machinery, including mowers and grounds-care implements, sold to local authorities, sports clubs, landscaping contractors and grounds-care professionals.
- AMAZONE ISOBUS terminals and precision-farming software ISOBUS-compatible operator terminals, GPS-based section and boom control software, and farm-documentation tools sold to farmers and contractors to enable precision application across AMAZONE implements and compatible tractors.
- AMAZONE mobile applications Smartphone and tablet applications that complement AMAZONE's ISOBUS terminals, providing machine control, job documentation and farm-management functionality for operators and farm managers.
- Spare parts, service and equipment finance Aftermarket spare parts, maintenance and repair service, and equipment-finance programmes supporting the installed base of AMAZONE machinery, delivered through the dealer network.
Quantifiable outcome
- Up to 98% field emergence rate with PreTeC precision seeder at speeds up to 12 km/h
- +3 more outcomes
Companies that use AMAZONE
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
AMAZONE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability8 records
Feature12 records
AMAZONE partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- CultiWisecoreAMAZONE and CultiWise entered into a partnership to make smart farming simpler and more precise. The partnership provides digital precision solutions that work seamlessly and deliver immediate added value in the field through the AMAZONE 4.0 digital ecosystem.
- Osnabrück University of Applied SciencesminorCollaborative research partnership on autonomous agricultural machinery since 2008 through the BoniRob project, funded by Federal Ministry of Food and Agriculture (BMEL), focusing on precision technologies and Controlled Row Farming.
- Robert Bosch GmbHminorTechnology partnership in the BoniRob project for autonomous agricultural machinery development alongside Osnabrück University of Applied Sciences since 2008.
Scale indicators7 records
Recent moves6 records
Expansion highlights7 records
AMAZONE competitors and assessment
Company assessmentDirect peers
- Rauch Landmaschinenfabrik: Rauch is a German specialist in mineral fertiliser spreaders and winter road salt/grit spreaders. Directly comparable to AMAZONE's mounted/trailed spreader and IceTiger product lines and competes head-to-head in ZA-TS / WindControl territory.
- Lemken: Lemken is a German family-owned manufacturer of agricultural implements spanning tillage, seeding, and crop protection, with comparable size and a strong European dealer network. It competes directly with AMAZONE in ploughs, seed drills, and sprayers.
- Horsch: Horsch is a German manufacturer specializing in tillage, seeding, and crop care equipment, with a comparable product mix (seed drills, sprayers) and similar focus on high-horsepower professional farms. Directly competes with AMAZONE in seeding and crop protection.
- Pöttinger: Austrian agricultural machinery manufacturer with strong tillage, seeding, and forage harvesting lines. Overlaps with AMAZONE in soil tillage, seed drills, and ISOBUS precision equipment for professional European farms.
- Kuhn Group: Kuhn is a French agricultural implement manufacturer with broad coverage of tillage, seeding, fertilisation, crop protection, and livestock equipment. Directly comparable product breadth and similarly focused on European professional farms.
- Kverneland Group (Kubota): Kverneland Group, owned by Kubota, manufactures agricultural implements across tillage, seeding, fertilisation, and crop protection with European manufacturing roots. Closely mirrors AMAZONE's product breadth and target customer base.
Broad incumbents
- CNH Industrial (Case IH / New Holland): CNH Industrial is a global full-line agricultural equipment manufacturer whose Case IH and New Holland tractors integrate with AMAZONE implements via ISOBUS. It competes through its own implement portfolio and global dealer footprint.
- John Deere (Deere & Company): John Deere is the global market leader in agricultural machinery with a fully integrated full-line portfolio including tractors and implements, plus proprietary precision-ag stack (Operations Center). Tractors integrate with AMAZONE equipment via ISOBUS, but JD's closed ecosystem represents strategic competitive risk.
- AGCO Corporation: AGCO is a global, multi-brand (Fendt, Massey Ferguson, Valtra, PTx) full-line agricultural equipment manufacturer offering tractors and implements at far larger scale. Its Massey Ferguson/Fendt tractor lines interoperate with AMAZONE implements via ISOBUS, but it also competes through its own and acquired implement brands.
Emerging players
- Bednar FMT: Bednar is a Czech agricultural implement manufacturer focused on tillage, seeding, fertilisation, and crop protection; an emerging player with growing footprint in European large-acreage farms. Partial overlap with AMAZONE's soil-preparation and seeding product lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks4 records
Key highlights7 records
Customer concentration
AMAZONE social profiles
Digital presenceAMAZONE compliance and trust
Trust signalCompliance1 record
AMAZONE financial estimates
Financial estimateRevenue estimate
Valuation estimate
AMAZONE leadership team
Management profileNumber of profiles
Profiles1 record
AMAZONE subsidiaries and ownership
Company hierarchySubsidiaries7 records
AMAZONE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AMAZONE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AMAZONE
What does AMAZONE do?
AMAZONE designs, manufactures and sells agricultural and groundcare machinery across five categories: soil tillage, sowing/seeding, fertilisation, crop protection sprayers, and groundcare equipment. The company also develops and supplies ISOBUS terminals, GPS-based precision-farming software and mobile applications that integrate with its implements, and provides associated spare parts, finance and after-sales services.
Is AMAZONE a public or private company?
AMAZONE is a private company. It is classified as family owned and is currently operating.
When was AMAZONE founded?
AMAZONE was founded in 1883. It employs 1,001 to 5,000 people.
Where is AMAZONE based?
AMAZONE is headquartered in Auckley, United Kingdom, in the Europe region.
How does AMAZONE make money?
Four revenue lines are on record. Agricultural Machinery Sales are the primary driver. The others are parts and Spare Parts, digital Solutions and Software and finance Services.
Who are AMAZONE's main competitors?
Direct peers on record are Rauch Landmaschinenfabrik, Lemken, Horsch, Pöttinger, Kuhn Group and Kverneland Group (Kubota). Broad incumbents are CNH Industrial (Case IH / New Holland), John Deere (Deere & Company) and AGCO Corporation. Bednar FMT is listed as an emerging player.
Does AMAZONE have an API?
No public API is recorded for AMAZONE.
What industry is AMAZONE in?
AMAZONE's product category is Agricultural Machinery. Its primary akta.pro industry code is IMAHACAC, Crop Protection & Application Equipment (Sprayers/Spreaders), with a secondary code of HDAAAIAD, Agricultural & Field Robotics. Its NAICS code is 333111 and its SIC code is 3523.