International Amazon Shopper Report 2022: Key Insights

The Amazon Shopper Report will continue to be published annually going forward. Up until this point, we have released the results of the surveys for each of the investigated countries as separate local reports. But now we’re excited to have compiled all the data into one big international Amazon Shopper Report. In this report, we can compare local findings and highlight similarities and differences across the numerous nationalities.

All in all, the survey results clearly show how strongly Amazon dominates international online trade in the EU5 countries and the U.S. The key insights from our International Amazon Shopper Report are summarized below.

Amazon’s Level of Brand Awareness

Amazon is the dominant online marketplace in all of the surveyed countries: on average, 98% of consumers say they have heard of Amazon, with 89% having placed an order there at least once. 

On a country level, the front-runner is clearly Italy: 99% of Italians have heard of Amazon, and 96% of those surveyed have already ordered from the online marketplace. The French, German, and American consumers are the least Amazon-focused by comparison: where “only” 86% of them have purchased something from the platform yet. 

The best-known and most used shopping platforms following Amazon are also generalist online marketplaces such as eBay, AliExpress, Cdiscount, and Walmart.

Reasons for Amazon: Speed Before Deals

The most frequently-cited advantages of Amazon are mentioned in the same order in all of the surveyed countries: Fast delivery is in first place with 73%, Amazon’s large product selection in second place (60%), and the price is only the third most important factor mentioned by 54% of the respondents. 

In comparison,  French Amazon shoppers said they appreciated fast delivery the most (79%), while this is less relevant for Italian customers (66%).

Everyone Loves Amazon

95% of consumers have a positive image of the e-commerce giant amongst which 41% would describe themselves as real Amazon fans, rating the company as being “very positive”. The Italians (98%) are the most positive and the Germans (90%) are the most critical of the company.

Amazon Has Addictive Potential

Most surveyed Amazon customers believe that it would be significantly easier to go without alcohol for a year than to go without Amazon. Amazon is just as popular as candy and social media in all investigated markets. Only 15% of all Amazon shoppers say they could very easily go without the online marketplace for a whole year.

Amazon as a One-Stop-Shop

Shoppers in the EU5 countries and the U.S. are quite indecisive about whether they prefer to buy everything from Amazon or only things that are not available anywhere else: 64% of Spanish and British consumers buy (almost) everything on Amazon while 66% of French shoppers prefer to make their purchase somewhere else. 

Overall, 56% of the respondents said they buy (almost) everything from Amazon. This loyalty is evidence of Amazon’s strong lock-in effect: Those who have bought there once, continue to do so again and again.

Amazon is the Most Important Product Search Engine

66% of consumers from the EU5 countries and the U.S. said they start their search for products of all categories on Amazon rather than on Google or other search engines. The more frequently shoppers order on Amazon, the more likely it is to be their go-to site when it comes to product searches.

In an international comparison, Italians topped the board with 74% using Amazon as their primary search engine while in France “only” 61% do so.

Curious now? Access the full report here: