More than 181 million people in the US will be Amazon Prime members this year, representing nearly 7 in 10 (73.7%) US internet users, according to our July 2024 forecast. Many of them turn to influencers before checking out; others can be won over by better discounts from competitor retailers; while some favor Amazon for fashion over groceries.

Here are five charts that demonstrate the behavior and attitudes of Amazon shoppers.

1. Bargain hunters aren’t loyal

For the third consecutive year, Amazon saw declining market share during Prime Day, according to our June 2024 forecast. With competing summer shopping events such as Walmart+ Week encroaching on sales, it may be a sign that consumers are putting finding the best deals and discounts ahead of brand loyalty.

2. They are heavily swayed by influencers

The majority of US social media users across all ages have purchased a product on Amazon after seeing it used by an influencer, per March 2024 data by IZEA. Gen Xers are the most likely to convert as a result of influencer content, with 97% of social media users aged 45 to 60 having done so—proving the power of affiliate marketing.

3. They perceive Amazon as a fashion destination

A third (33%) of US adults say they are most likely to complete an apparel product purchase on Amazon, according to March 2024 data by Tinuiti. Despite Amazon’s setbacks in the fashion space—having closed two physical apparel stores in November 2023—the retailer is still a go-to destination for clothes, footwear, and accessories, thanks to flexible return and “try-before-you-buy” options.

4. Amazon isn’t the top choice for digital grocery buyers

Amazon’s market share in the health, personal care, and beauty and food and beverage categories will continue stalling next year, according to our February 2024 forecast. Amazon’s small physical footprint holds it back from growing its grocery click-and-collect business, helping Walmart widen its lead as the biggest digital grocery player. Meanwhile, Instacart will continue making gains on Amazon grocery to become the second-biggest digital grocery player.

5. Amazon shoppers are happy to be there

Amazon customers are among the most content, with 94.8% of US marketplace buyers identifying as very satisfied or satisfied, according to our June 2024 “US Marketplaces Consumer” survey. Amazon’s focus on customer service, convenience, and vast selection of products have heightened consumer expectations, our analyst Sky Canaves said, setting a high bar for other retailers.

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