Key stat: More than half (51%) of US digital buyers purchased food or beverage on Amazon in the past 30 days, including from AmazonFresh and Whole Foods, according to a May survey from Bizrate Insights and EMARKETER.

Beyond the chart:

• Amazon's low-cost grocery push meets a value-hungry shopper. In fact, roughly 3 in 5 US adults have changed their grocery shopping habits this year because of economic conditions, according to a CNN poll conducted by Social Science Research Solutions.
• Still, frequent food runs don't mean Amazon has won the category. Roughly 87% of grocery purchases still happen in physical stores, and a thin footprint of about 500 Whole Foods and 50 Amazon Fresh locations keeps grocery the one big category Amazon can't crack, according to EMARKETER.

Use this chart: Drop this in a retail media or ecommerce strategy deck to show that Amazon grocery is now a mainstream behavior, not a niche one. Use it to benchmark your own category's Amazon penetration, and to argue for CPG and grocery ad budgets on the platform.

Related EMARKETER reports:

• The Pulse of the Consumer: Food and Beverage Survey 2026 (EMARKETER subscription required)
• Live Earnings Report: Retail & Ecommerce Tracker Q1 2026 (EMARKETER subscription required)

Methodology: Data is from the June 2026 Bizrate Insights and EMARKETER Survey "Ecommerce Shopping Behaviors," conducted by Bizrate Insights. 999 US adults ages 18 to 65 were surveyed online during May 1 to May 29, 2026. Respondents identified as female (50.4%) and male (49.6%) and were ages 18-34 (33.1%), 35-54 (33.3%), and 55-65 (33.5%). Data has a margin of error of +/-3 percentage points at the 95% confidence interval. Respondents were members of Bizrate Rewards, the Bizrate Consumer Panel operated by Bizrate Insights, which is comprised of over 2 million panelists who provide feedback based on their experiences and opinions. The Bizrate Rewards panel is comprised of a broad demographic profile which represents a sampling of all ages, education levels, genders, and incomes. At the time of joining the panel, each panelist stated they had shopped online. In exchange for providing feedback, panelists have the opportunity to earn points, which can be exchanged for electronic gift cards. This survey, provided by Bizrate Insights on behalf of EMARKETER, provides a monthly consumer pulse of digital shopping behavior and intent.