Study confirms Amazon’s position as retail’s prime mover

With Amazon Prime Day underway, and more discounted products on offer than ever before, a new study from commerce company Salmon, shows Amazon’s retail dominance. The Future Shopper report, studied more than 3,500 UK and US consumers and found that the retail giant is the starting point for 51% of customers and the completion point for 55% of purchases.

  • Amazon’s share of online spending is 35% in the UK and 52% in the US.
  • 72% of consumers are more likely to shop with retailers that are digitally innovative – up from 60% in 2017.
  • 64% of consumers named price and  54% free delivery as key influencing factors on their purchasing decisions.
  • Amazon’s, Prime and Prime Now delivery options have also had an impact on expectations – 22% expect same-day delivery and 43% expect delivery within 24 hours.

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.

Hugh Fletcher, global head of innovation and consultancy at Salmon