The Amazon Shopper Report 2022: Key Insights

The results of the survey clearly show how strongly the e-commerce giant from the USA dominates British and international online trade. The most important “key insights” from our report are summarised below.

Amazon’s Level of Brand Awareness

Amazon is the dominant online marketplace in the UK: 95% of Brits know Amazon, and 90% have ordered there at least once.

In the other countries surveyed, the results are similarly positive. The front-runner is clearly Italy: 99% of Italians know Amazon, and 96% of those surveyed have already ordered from the online marketplace.

Reasons for Amazon: Speed before bargains

The most frequently cited advantages of Amazon are the fast delivery and product selection on the e-commerce platform: 76% of British Amazon users appreciate the short delivery times, and 57% name the large selection of products as the most relevant factor why they use the online marketplace. Cheap prices only land in third, with 56%  among the most important reasons for Amazon among British online shoppers.

(Almost) everyone loves Amazon

90% of Brits have a positive image of the e-commerce group from the U.S. Among them, 34% of the survey participants are real Amazon fans who rate the company as “very positive”. Only one in ten Brits perceive Amazon as “rather negative”.

In an international comparison, 97% of the Spanish and 98% of the Italian respondents rate Amazon as “rather positive” to “very positive”.

Amazon has addictive potential

According to many UK Amazon customers, it would be significantly easier to go without alcohol for a year than to forego Amazon! The platform is seemingly just as popular as social media. Only 17% 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 shop

60% of Amazon customers buy (almost) everything from the online marketplace, according to their own statements. This loyalty is evidence of a strong lock-in effect at Amazon: Those who have bought there once do it again and again. Only 36% of British Amazon shoppers only buy products from Amazon that they cannot get anywhere else.

More important than Google

Amazon is the most important product search engine in the United Kingdom: 63% of Brits start their search for products of all categories on Amazon rather than on Google (or other online search engines).

The more often Brits 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 86% start their product search on Amazon.

Curious now? Access the full report here: