September 30, 2025, 6:23 am | Read time: 2 minutes

The router manufacturer AVM completed a name change to Fritz! in August 2025. The company now plans to not only develop its popular FritzBoxes but also sell them directly. According to an announcement, a dedicated Fritz online store will be launched on the website fritz.com to enable direct purchases for customers. The shop is set to launch on October 1, 2025, but purchase options are already available.

Pricing in the New Fritz Online Store

In the new Fritz online store, products are available at the suggested retail prices, which are often higher than those of other retailers. For example, the FritzBox 5690 Pro costs 319 euros in the online store, while it is available at Amazon or Media Markt starting at 299 euros. The price difference is particularly noticeable with the FritzBox 7690, which costs 259 euros at Fritz! but can be purchased on eBay for as low as 229.99 euros or even less.

Even the FritzRepeater 1700 is cheaper in the open market, albeit with a price difference of only five euros. Although Fritz! offers phone consultations and free shipping, the price advantages at other retailers often outweigh these benefits.

Strategic Goals of Fritz!

Fritz! aims to strengthen its brand presence both in Germany and across Europe with the new online store. The company views this as a strategic development to tap into new growth opportunities. Direct sales through its own platform are also intended to meet the frequently expressed customer desire to order directly from the product pages.

The additional services, such as product support, remain available to customers even when purchasing through other retailers. Thus, aside from consultation and shipping, buying directly from Fritz! offers no special advantages.