The Amazon Shopper Report 2022: Key Insights
In July 2022, with the support of the mobile market research institute Appinio, we surveyed 1,000 people each in Germany, the UK, France, Italy, Spain, and the U.S. about online shopping in general and Amazon as a globally known online marketplace. The participants in the representative survey, aged 16 to 65, answered questions ranging from their general shopping behavior to their specific search behavior on Amazon. The result is our first “Amazon Shopper Report,” which we plan to publish annually from now on.
The results of the survey clearly show how strongly the e-commerce giant dominates the U.S. and international online retail. The most important key insights from our report are summarized below.
Amazon's Brand Awareness
Amazon is the dominant online marketplace in the U.S.: 92% of Americans know Amazon, and 86% have ordered from it at least once.
The results in the other countries surveyed are similarly positive. The overall front-runner is Italy: 99% of Italians know Amazon, and 96% of those surveyed have ordered from the online marketplace at least once.
Reasons for Amazon: Speed Before Bargains
Amazon’s fast delivery and product selection are its most frequently cited advantages: 72% of U.S. Amazon users appreciate the fast delivery, 61% name the large selection of products as the most relevant factor in their choice to use the online marketplace. Favorable prices land only in third place from the most important reasons for Amazon among U.S. online shoppers.
(Almost) Everyone Loves Amazon
96% of Americans have a positive image of this major e-commerce marketplace. Among them, 36% of the survey participants are very big Amazon fans who rate the company as “very positive”. On the opposing side, only 5% of Americans perceive Amazon as “rather negative”.
In an international comparison, Germans are the most critical despite the seemingly high popularity rating of 90%. Amazon has the highest popularity ratings among the Spanish (97%) and the Italian (98%) respondents, who largely rate Amazon as “rather positive” to “very positive”.
Amazon Has Addiction Potential
Not without Amazon: The e-commerce platform is just as popular as candy and social media. Only 16% of respondents said they would be most likely to live without Amazon for a year. Those who have become accustomed to the advantages of the online marketplace obviously no longer want to have to do without it.
Amazon as a One-Stop Store
According to their own statements, 62% of American Amazon customers buy (almost) everything from the online marketplace. This loyalty is evidence of a strong lock-in effect at Amazon: Anyone who has bought there once does so again and again. 76% of U.S. Amazon shoppers shop there at least once a month, and slightly less than a quarter shop at least once a week. 62% even state that they buy nearly everything on Amazon.
More Important Than Google
Amazon is the most important product search engine in the U.S.: 63% of Americans are more likely to start their search for products in all categories on Amazon than on Google (or other online search engines).
The more frequently American shoppers order on Amazon, the more likely the platform is also their go-to site when it comes to finding products: Of weekly online shoppers, as many as 85% start their product searches on Amazon.
Curious now? Click here to access the full report: