Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
- Top Takeaways
- The issues
- A self-fulfilling prophecy
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- Figure 1: Perceptions of Amazon shopping process, by key demographics, June 2019
- The more the merrier
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- Figure 2: Amazon revenue and operating income by segment, FY 2018
- From clicks back to bricks
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- Figure 3: Interest in in-store grocery shopping innovations, by frequent amazon shopper, June 2019
- Who’s holding out?
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- Figure 4: Amazon Shopping Behavior, Prime Membership, by key Demographics, June 2019
- What it means
Amazon Overview – What You Need to Know
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- Far more than second best
- More than just what’s in store
- Integration leads to domination
- Grabbing grocery market share?
- Content leads to commerce
Understanding Amazon
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- Punching above its weight
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- Figure 5: Comparison of top five US retailers, 2018
- More than just ecommerce
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- Figure 6: Amazon revenue and operating income by segment, FY 2018
Amazon’s Innovations and Initiatives: Retail
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- We control the horizontal and the vertical
- Anywhere and anytime you want it
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- Figure 7: Interest in online delivery options, June 2019
- From online to IRL
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- Figure 8: Amazon Go – July 2019
Amazon’s Innovations and Initiatives: Content
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- Gift with purchase or Trojan horse?
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- Figure 9: Amazon Prime Video – July 2019
- A sound strategy
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- Figure 10: Smart speaker ownership and purchase interest, by brand, March 2019
The Amazon Shopper – What You Need to Know
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- Amazon shopping is frequent and growing
- Pleased with Prime
- Shoppers like Amazon’s ease and selection
- Delivery timing, locations rank less well than experience
- Raising the bar and setting the standard
The Amazon Shopper
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- Amazon shopping frequency rising
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- Figure 11: Shopping frequency, online in general versus on Amazon, October 2018 and June 2019
- Room to grow
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- Figure 12: Shopping frequency, online in general versus on Amazon, by age and household income, June 2019
- Parents the prime purchasers
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- Figure 13: Shopping frequency, online in general versus on Amazon, by parental status, June 2019
- Missed opportunity with Asians
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- Figure 14: Shopping frequency, online in general versus on Amazon, by race and Hispanic origin, June 2019
Amazon Prime Membership
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- Prime membership on the rise
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- Figure 15: Prime membership, by key demographics, October 2018 June 2019
- Older, affluent consumers have longest tenure
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- Figure 16: Rate and tenure of Prime membership, by age and income, June 2019
- Rural consumers the most loyal
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- Figure 17: Rate and tenure of Prime membership, by area of residence, June 2019
- Satisfaction with Prime is high – and growing
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- Figure 18: Satisfaction with Prime membership, October 2018 and June 2019
- Satisfaction levels particularly high for key groups
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- Figure 19: Satisfaction with Prime membership, by key demographics, October 2018 and June 2019
Perceptions of Amazon Shopping Experience
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- Consumers find Amazon easy and comprehensive
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- Figure 20: Perceptions of Amazon shopping experience, by age and income, June 2019
- Frequent e-shoppers enjoy the Amazon experience
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- Figure 21: Perceptions of Amazon shopping experience, by online shopping frequency, June 2019
- Hispanics enjoy visiting Amazon
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- Figure 22: Perceptions of Amazon shopping experience, by race and Hispanic origin, June 2019
Perceptions of Amazon Shopping Process
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- Process viewed somewhat less well than experience
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- Figure 23: Perceptions of Amazon shopping process, by age and income, June 2019
- More than half of frequent shoppers prefer Amazon processes
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- Figure 24: Perceptions of Amazon shopping process, by shopping frequency, June 2019
- Parents appreciate convenience
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- Figure 25: Perceptions of Amazon shopping process, by parental status, June 2019
- Locations most important for urban dwellers
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- Figure 26: Perceptions of Amazon shopping process, by area of residence, June 2019
Amazon Shopper Attitudes
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- Majority believe Amazon sets the standard for convenience
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- Figure 27: Attitudes of Amazon shoppers, October 2018 and June 2019
- Older shoppers more skeptical of Amazon-branded products
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- Figure 28: Attitudes of Amazon shoppers, by age and income, June 2019
- Amazon redefines convenience for its frequent shoppers
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- Figure 29: Attitudes of Amazon shoppers, by Amazon shopping frequency, June 2019
eCommerce Interests – What You Need to Know
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- Time is of the essence
- Online grocery shopping still in early stages
- Streaming has strong appeal for key audiences
Use and Interest in eCommerce Innovations
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- Consumers want control over delivery timing
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- Figure 30: Interest in delivery innovations, by age and income, June 2019
- Parents prize convenience
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- Figure 31: Interest in delivery innovations, by parental status, June 2019
- Frequent shoppers most open to new types of delivery
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- Figure 32: Interest in delivery innovations, by onilne shopping frequency, June 2019
- Room to improve on packaging
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- Figure 33: Interest in packaging innovations, by key demographics, June 2019
Use and Interest in Grocery Innovations
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- Few doing most shopping online
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- Figure 34: Grocery shopping channels, by age, June 2019
- Young, affluent most open to new store experiences
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- Figure 35: Interest in in-store grocery shopping innovations, by age and income, June 2019
- Frequent online shoppers want to see stores change
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- Figure 36: Interest in in-store grocery shopping innovations, by online shopping frequency, June 2019
- Convenient delivery compelling for online grocery
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- Figure 37: Interest in online grocery shopping innovations, by key demographics, June 2019
Streaming Content and Services
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- Age and income significant drivers of subscribership
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- Figure 38: Streaming video service adoption, by age and income, June 2019
- Disney+ has highest subscription interest
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- Figure 39: Awareness and interest in streaming video services, June 2019
- Key target audiences have strong interest in streaming services
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- Figure 40: Awareness and interest in streaming video services, by key demographics, June 2019
- Content leading driver of subscriptions
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- Figure 41: Reasons for subscribing to streaming video services, June 2019
- Ad avoidance more important for key audience group
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- Figure 42: Reasons for subscribing to streaming video services, June 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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