The data: Amazon’s US share of grocery purchase intent nearly halved in Q2 compared with the prior quarter, falling below that of Instacart, Target, and Kroger, according to Industry KPIs data from MikMak.
The decline meant Instacart—which grew its share from 7.7% to 12.2%—overtook Amazon in grocery purchase intent for the first time since Q2 2025. Walmart remained the clear leader despite a modest QoQ drop, with a 25.9% share.
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