Voice of the Customer

New research reveals almost half of UK shoppers (43%) 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%) 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%), followed by Gen Z (42%). By contrast, 82% 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%). Additional reasons given included: better choice from other retailers (18%), poor employment practices (11%) and a desire to support independent retailers (11%).

However, at least for the time being, the results show that a guilty conscience is not enough to change consumer habits; 59% of those surveyed are members of Amazon Prime. Nearly half (46%) 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%) say the Amazon experience is more personalized 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%) of them order from Amazon at least once a week, compared to only 13% of Baby Boomers. Millennials order the most frequently, with 46% stating they shop weekly or more via the retailer and 73% 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.”

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