Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The role of physical stores
- Amazon sets table stakes for eCommerce Industry
- The Impact of Prime
- Amazon makes inroads in online grocery
- Not everyone wants to shop on Amazon
Retailer Overview
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- If Amazon builds it, other retailers will follow
- Prime time
- Joining forces
- Grocers are catering more to online shoppers
- Faster delivery
Amazon Initiatives
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- Prime’s perks and influence keep growing
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- Figure 1: Amazon Prime membership, by online shopping frequency, March 2018
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- Figure 2: Amazon Prime Now usage, by frequency of shopping on Amazon, April 2018
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- Figure 3: Amazon offerings used, by frequency of shopping on Amazon, April 2018
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- Figure 4: Attitudes toward Amazon Prime membership renewal, by age, March 2018
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- Figure 5: Attitudes toward television among pay TV subscribers, by age and income, August 2017
- Prime Day is now a midsummer retail holiday
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- Figure 6: Sample Amazon Prime Day 2017 marketing email, July 2017
- Whole Foods acquisition
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- Figure 7: Amazon/Whole Foods promotional email, April 2018
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- Figure 8: Frequency of online purchasing, by product category, February 2018
- Pickup locations
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- Figure 9: Attitudes toward shopping on Amazon, by gender and age, April 2018
- Digital assistants put Amazon in consumers’ homes
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- Figure 10: Methods of shopping on Amazon, April 2018
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- Figure 11: Methods of shopping on Amazon – Alexa enabled device, by various demographics, April 2018
- Partnerships with Kohl’s and Best Buy
How Retailers Are Responding to Amazon
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- Paid membership programs
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- Figure 12: Bed Bath & Beyond BEYOND+ email sample
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- Figure 13: Walmart two-day free shipping email, January 2017
- Putting a spin on Prime Day
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- Figure 14: Sears Summer Splash marketing email, July 2017
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- Figure 15: Wayfair Way Day marketing email, April 2018
- Stepping up shipping speed
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- Figure 16: Purchase drivers – Same-day delivery, by product category, March 2018
- Using stores to appeal to online shoppers
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- Figure 17: Walmart Pickup Discount email, June 2017
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- Figure 18: Factors that would influence an Amazon shopper to buy from another retailer, by Amazon shopping frequency, April 2018
- Grocery retailers invest more in online
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- Figure 19: Frequency of purchasing food/drink products on Amazon, by Amazon shopping frequency, April 2018
- If you can’t beat ‘em, partner with ‘em
- Exclusive, hard-to-find, and private label brands
Amazon Shoppers – What You Need to Know
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- Parents are twice as likely as non-parents to shop on Amazon on a weekly basis
- Millennials are more likely to shop at Amazon now that Amazon owns Whole Foods
- Baby products, personal care products are popular with Amazon shoppers
Online Shopping Behavior
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- Amazon versus the field
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- Figure 20: Online retailers shopped, April 2018
- Heavy Amazon shoppers are not limiting their online shopping to Amazon
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- Figure 21: Online shopping frequency, by Amazon frequency, April 2018
- Parents are twice as likely as non-parents to shop on Amazon twice a week
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- Figure 22: Amazon.com shopping frequency, by parental status, April 2018
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- Figure 23: Attitudes toward shopping on Amazon, April 2018
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- Figure 24: Online retailer shopping frequency, by parental status, April 2018
- Amazon has succeeded in reaching older online shoppers
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- Figure 25: Online retailers shopped, by age
- Men are much more likely to shop on electronics sites than mass merchandisers
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- Figure 26: Online retailers shopped, by gender
- Heavy Amazon shoppers are online grocery shoppers
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- Figure 27: Online retailers shopped, by Amazon.com shopping frequency, April 2018
How Consumers Perceive Amazon Versus Other Retailers – In Their Words
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- Online shoppers view retailers as being friends, and not just brands
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- Figure 28: Online shopping frequency, by retailer and Amazon shopping frequency, April 2018
- Amazon shoppers generally think of Amazon as being younger and hipper
- Walmart.com is viewed as being middle-aged, more working-class status
- Target.com is viewed as being a stylish woman
What Consumers Are Buying on Amazon
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- Baby products, personal care products are the most regularly bought items on Amazon
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- Figure 29: Frequency of purchasing products on Amazon, April 2018
- How retailers can appeal to frequent Amazon shoppers
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- Figure 30: Target Restock promotional email, May 2018
- Amazon looks to get more plugged in to shoppers
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- Figure 31: Frequency of purchasing products on Amazon, April 2018
- Shoppers are turning to Amazon to build their closets
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- Figure 32: Amazon Prime Wardrobe marketing email, May 2018
- Shoppers are buying furniture on Amazon
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- Figure 33: Frequency of purchasing furniture on Amazon, by gender, parental status, April 2018
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- Figure 34: IKEA TaskRabbit promotional email, May 2018
How Consumers are Shopping on Amazon – In Their Words
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- Amazon shoppers read reviews, expect more product information
- Shopping for apparel on Amazon
- General Amazon shopping trip
Attitudes toward Shopping on Amazon
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- Amazon shoppers like Amazon and tend to start their online shopping journey there
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- Figure 35: Attitudes toward shopping on Amazon, April 2018
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- Figure 36: Attitudes toward shopping on Amazon, by amazon shopping frequency, April 2018
- Amazon’s impact on in-store shopping
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- Figure 37: Attitudes toward shopping on Amazon, by generation and parental status, April 2018
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- Figure 38: Attitudes toward shopping on Amazon, by parental status and age of children, April 2018
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- Figure 39: Attitudes toward shopping on Amazon, by generation and parental status, April 2018
- Figure 40: Attitudes toward shopping on Amazon, by parental status and age of children, April 2018
- The Whole Foods effect
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- Figure 41: Attitudes toward shopping on Amazon, by generation, April 2018
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- Figure 42: Attitudes toward shopping on Amazon, by parental status, geographic location, April 2018
- Some consumers find it difficult to find products on Amazon
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- Figure 43: Attitudes toward shopping on Amazon, by age, April 2018
- Amazon is too big for some Amazon shoppers
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- Figure 44: Attitudes toward shopping on Amazon, by gender, parental status, April 2018
- Amazon shoppers want flexible delivery options
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- Figure 45: Attitudes toward shopping on Amazon, by gender, parental status, and area, April 2018
Why Consumers Buy on Amazon
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- Consumers shop Amazon for deals and fast delivery
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- Figure 46: Reasons for shopping on Amazon, April 2018
- Reasons for shopping on Amazon vary by Amazon shopping frequency
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- Figure 47: Reasons for shopping on Amazon, by shopping frequency, April 2018
- The trust factor
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- Figure 48: Reasons for buying on Amazon, by household income, April 2018
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- Figure 49: Amazon Prime participation, by household income, March 2018
- Younger consumers want their products faster, while older consumers want to find a deal
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- Figure 50: Reasons for shopping on Amazon, by generation, April 2018
- Younger women are making use of product reviews
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- Figure 51: Reasons for shopping on Amazon, by gender, and gender and age, April 2018
Issues with Amazon
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- Prime is both a strength and a weakness for Amazon
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- Figure 52: Frustrations when shopping on Amazon, April 2018
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- Figure 53: Frustrations when shopping on Amazon, by Amazon shopping frequency, April 2018
- A little customer service can go a long way
- Stores still matter, especially to consumers who don’t shop on Amazon
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- Figure 54: Reasons for not shopping on Amazon, April 2018
Motivators to Buy from Another Retailer
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- Hard to find products help retailers win business from Amazon
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- Figure 55: Reasons for buying from another online retailer instead of Amazon, April 2018
- Light Amazon shoppers are more likely to be won over by free shipping
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- Figure 56: Reasons for buying from another online retailer instead of Amazon, by Amazon shopping frequency, April 2018
- Amazon shoppers want products they can’t find elsewhere
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- Figure 57: Reasons for buying from another online retailer instead of Amazon, by select demographics, April 2018
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- Figure 58: Ulta POPSUGAR marketing email, March 2018
- Younger Amazon shoppers want same-day in-store pickup
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- Figure 59: Reasons for buying from another online retailer instead of Amazon, by generation, April 2018
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- Figure 60: Amazon Instant Pickup customer acquisition email, August 2017
- Going above and beyond to help the customer
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- Figure 61: Reasons for buying from another online retailer instead of Amazon, by gender, parental status, April 2018
Competing with Amazon in the Future
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- Voice commerce is on the horizon
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- Figure 62: Shopping on Amazon via a voice-activated device, by Amazon shopping frequency, April 2018
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- Figure 63: Shopping on Amazon via a voice-activated device, by gender, by parental status by gender, April 2018
- Future interest in voice shopping is high among dads, Hispanic consumers
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- Figure 64: Future online shopping behavior, by Amazon shopping frequency, April 2018
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- Figure 65: Future interest in shopping via voice-activated device, by gender, parental status by gender, April 2018
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- Figure 66: Shopping on Amazon via a voice-activated device, by Hispanic origin, April 2018
- Figure 67: Future interest in shopping via voice-activated device, by Hispanic origin, April 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
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