What you need to know

The Amazon Effect refers to how consumers have changed shopping behaviors because of something the company has done or offered, and how its disruptive actions have forced its rivals to think differently and be more strategic in order to survive. The recent COVID-19 outbreak has had a major impact on the entire retail industry, and not even the world’s largest online retailer is immune to it. With many consumers turning to shopping online, Amazon is playing a major role during the pandemic, quickly working to address new issues and adjust its approach moving forward.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the retail market

  • How Amazon will fare in the post-COVID-19 slowdown

  • Amazon’s effect on consumer shopping behavior and other retailers’ business practices and offerings

  • Amazon’s key initiatives and areas of focus moving forward

This Report was written in April 2020, and updated on April 30, 2020 with the COVID-19 implications.


This Report will examine the effect that Amazon is having on how consumers are shopping various product categories and online in general. It will explore how consumers use Amazon as a shopping tool as well as their emotional affiliation with the brand including trust, loyalty and affinity. Amazon’s impact on other companies and specific product categories is included but not covered extensively. This Report also focuses on the impact COVID-19 is having on Amazon and consumers’ shopping behavior.

This Report builds on the analysis presented in Mintel’s How Amazon Continues to Raise the Bar – US, August 2019, The Amazon Effect – US, December 2018 and Competing with Amazon – US, June 2018.

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