I don't know the answer to this question, but living in Germany and interacting with their products, I'd say they are pretty good at what they do -- for consumers. I don't use Amazon since years, but recently had to and was shocked that it's basically impossible to find anything, just hundreds of products and no way to filter through anything. Their competition is way ahead of them. So I don't know if this translates to IT / cloud / etc, but it's not like they are completely clueless.

And as others have noted it's not just Lidl, this group owns also Kaufland which also swallowed up another chain (Real) recently. So they are huge.