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New research shows dominance of Amazon in shopping experience

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With Amazon Prime Day launching today at 12pm, with double the number of products on deal in the UK compared to last year, a new report shows Amazon’s dominance as a shopping choice.

The Future Shopper study from Salmon, a Wunderman Commerce company, shows Amazon is the starting point for half of customers (51%) and the completion point for a majority of purchases for 55%.

The study, which surveyed over 3,500 consumers who shop online across the US and UK, showed that Amazon caught a 35% share of online spending in the UK and 52% in the US. Half of customers (54%) said that free delivery was a key criteria in their purchasing decision.

The study also showed the impact of Amazon’s delivery services – Prime and Prime Now – on customers’ delivery expectations. It showed that 22% of consumers now expect same-day delivery and 43% expect delivery within 24 hours.

Hugh Fletcher, global head of innovation and consultancy at Salmon, said “While Amazon’s dominance of the online retail market is no secret, few could have predicted how it has become not only the starting point in the online shopping journey, but also the predominant channel for product purchase. It’s clear that Amazon has set the standard for consumer expectations with its focus on price, delivery and innovation.”

Image credit: Amazon