Amazon Shopper Report 2025 - Remazing
Remazing Logo
Amazon Shopper Report 2025.
In June 2025, with the support of Appinio, we surveyed 1,000 people each in Germany, Great Britain, France, Italy, Spain, and the USA on the following topics:
  • Online-Shopping & Amazon
  • Amazon Buyer Persona
  • Shopping Behaviour on Amazon
  • Amazon Advertising
  • Rufus AI
What's inside?.
Key Insights.

Most consumers purchase from Amazon regularly, with nearly 70% buying at least once a month and more than 30% shopping multiple times monthly. A further 13% buy weekly.

In 2025, Amazon shoppers are clearly shifting toward lower spending brackets. The share of consumers spending 0–50€ per month rose to 34% (UK leading with 44%), compared to 27% in 2024 and 30% in 2023. Meanwhile, the 50–100€ group, which had remained stable in the previous two years at 35%, increased slightly to 36% in 2025, signalling a minimal increase in middle-tier spenders.

Only 28% of consumers are aware of Rufus and its features. Among them, perception is highly positive: 62% say they trust its answers, and 17% confirm they have purchased a product suggested by Rufus.

Consumer perception of Prime Video ads is positive: 61% state they consider purchasing products seen on the platform. Italy stands out, with 39% of consumers finding these ads particularly informative.

In case you missed it:

Amazon Shopper Report 2024.
Download Report
About Remazing.
The Remazing Group is one of Europe’s leading providers of services and software solutions for brands on Amazon and beyond. As a global partner to industry leaders such as Henkel, Beiersdorf, and Kenvue, we help brands write their own success stories in all relevant markets.
Our team of over 170 e-commerce experts develops locally adapted strategies and ensures the implementation of content optimizations, advertising campaigns, and monitoring using our software solution Remdash.
About Appinio.
Appinio is a global market research company that combines an AI-powered insights platform with expert consultancy. Operating in over 190 markets, Appinio delivers actionable consumer insights to help businesses make better decisions. Appinio applies scientifically proven, innovative research methodologies to predict real-world outcomes with superior accuracy.
Brand Logo
Remazing Logo

Remazing GmbH
Brandstwiete 1
20457 Hamburg

©Remazing GmbH

Imprint | Data Privacy Statement | Whistleblowing Policy