Sitecore has revealed almost half of UK shoppers (43 per cent) would like to reduce the amount of shopping they do on Amazon.
Sitecore’s survey of over 2000 UK consumers, conducted by global research specialists Advanis, reveals that a third (32 per cent) feel guilty after they’ve shopped on Amazon. Younger generations harbour significantly more buyers’ remorse about their Amazon purchases, with Millennials most likely to feel guilty (44 per cent), followed by Gen Z (42 per cent). By contrast, 82 per cent of Baby Boomers say that after shopping on Amazon they feel “pleased I got what I wanted. End of story.”
When asked what might cause UK shoppers to move away from the service, the most common response was low-quality products (20 per cent). Additional reasons given included: better choice from other retailers (18 per cent), poor employment practices (11 per cent) and a desire to support independent retailers (11 per cent).
However, at least for the time being, the results show that a guilty conscience is not enough to change consumer habits; 59 per cent of those surveyed are members of Amazon Prime. Nearly half (46 per cent) of UK consumers surveyed say they go to Amazon first when shopping online, before checking search engine results.
They enjoy a largely positive experience of Amazon’s service and recognise its pricing, speed of delivery, loyalty membership programme and low delivery costs as the top reasons why the retail giant remains popular. Many (38 per cent) say the Amazon experience is more personalised than that of other retailers.
Of all the generations, Gen Z shoppers were found to be the most keen to cut back on their Amazon shopping; a third (33 per cent) of them order from Amazon at least once a week, compared to only 13 per cent of Baby Boomers. Millennials order the most frequently, with 46 per cent stating they shop weekly or more via the retailer and 73 per cent of those Millennials surveyed subscribing to Amazon Prime.
Paige O’Neill, CMO, Sitecore, comments on the findings, “During the pandemic, Amazon further extended its lead in the online retailing industry because the business continues to offer a positive customer experience in terms of personalization, item availability and speed of delivery. However, these results show that ‘Amazon Fatigue’ could be setting in with buyers. There is an opportunity here for digital retailers to expand their share of the market but it won’t be an easy win. They’ll need to offer comparable levels of service and personalisation throughout the customer journey to topple the retail giant’s stronghold.”
Share