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Beyond Amazon: Disruptors & Innovators - US - September 2019

"Over the course of 25 years, Amazon has grown from a tiny upstart online bookstore to the world’s largest ecommerce company – and transformed retail and how consumers shop in the process. Worth nearly a trillion dollars, Amazon has hundreds of millions of customers globally, with an estimated 100 million loyal Prime customers in the US alone. These economies of scale provide Amazon with huge pricing advantages, along with the ability to create a state of the art fulfillment chain in the US that is tough to beat.
However, being on top also puts Amazon at risk of being disrupted by the Amazons of tomorrow – by companies that are more nimble, more innovative and more focused than an industry behemoth can ever be. The need to continue to grow also requires Amazon to push into new regions and sectors where it may have fewer advantages. While it increasingly may seem that virtually every company competes with Amazon, it is by no means a foregone conclusion that Amazon, as successful as it has been, will always win."
- Vince DiGirolamo, Director of Retail Research

This Report looks at the following areas:

  • Prime advantages
  • Amazon may be big – but it’s not invincible
  • Room to succeed with focused e-commerce initiatives
  • Streaming one area where Amazon isn’t in the lead
  • Amazon likely to make the most of its smart speaker advantage

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Top takeaways
            • Issues and opportunities
              • Prime advantages
                • Figure 1: Prime member attributes, June 2019
              • Amazon may be big – but it’s not invincible
                • Room to succeed with focused e-commerce initiatives
                    • Figure 2: Interest in online merchandising innovations, by age and income, June 2019
                  • Streaming one area where Amazon isn’t in the lead
                    • Figure 3: Streaming video service adoption, June 2019
                  • Amazon likely to make the most of its smart speaker advantage
                    • Figure 4: Smart speaker ownership, June 2019
                  • What it means
                  • Competing with Amazon

                    • Understanding Amazon
                      • Figure 5: Amazon revenue and operating income by segment, FY 2018
                    • Amazon’s advantages…
                      • …can also be disadvantages
                        • Even Amazon doesn’t always win
                        • Disruptor Overview – What You Need to Know

                          • Healthcare ripe for disruption
                            • Young/affluent and Prime members very open to e-health
                              • Amazon, Uber widely perceived as disruptors
                                • Facebook experiencing reputational harm
                                • Opportunities for Disruption

                                  • Healthcare biggest opportunity
                                    • Figure 6: Opportunities for disruption, by age and income, June 2019
                                  • Asians, Hispanics most open to change
                                    • Figure 7: Opportunities for disruption, by race/Hispanic origin, June 2019
                                  • Young and affluent most interested in e-health
                                    • Figure 8: Interest in e-health innovations, by age and income, June 2019
                                  • Prime members a promising audience for e-health
                                    • Figure 9: Interest in e-health innovations, by Prime membership, June 2019
                                • Disruptors and Innovators

                                  • Amazon, Uber most likely to be named as disruptors
                                    • Figure 10: Positive attributes associated with various companies, June 2019
                                  • Amazon viewed comparatively positively
                                    • Figure 11: Positive attributes associated with various companies, June 2019
                                  • Facebook facing headwinds
                                    • Figure 12: Negative attributes associated with various companies, June 2019
                                  • More affluent people more positive about Amazon
                                    • Figure 13: Association with “innovation” for various companies, by age and income, June 2019
                                  • Prime members feel Facebook is “too powerful”
                                    • Figure 14: Association with “too powerful” for various companies, by Prime membership, June 2019
                                • eCommerce Overview – What You Need to Know

                                  • Subscriptions, rental and resale, social all on the horizon
                                    • Merchandising not a major source of innovation
                                      • Limited interest in advanced merchandising
                                        • Control over delivery date and time most valued
                                        • What’s Next for eCommerce?

                                          • Beyond basic buying
                                            • Subscription services
                                              • Rental and resale
                                                • Social selling
                                                  • Some advanced merchandising tools seen
                                                  • Use and Interest in eCommerce Innovations

                                                    • Visual, voice search of high interest to the young
                                                      • Figure 15: Interest in online merchandising innovations, by age and income, June 2019
                                                    • Asians, Hispanics particularly interested in voice
                                                      • Figure 16: Interest in online merchandising innovations, by race/Hispanic origin, June 2019
                                                    • It’s all in the timing
                                                      • Figure 17: Interest in delivery innovations, by age and income, June 2019
                                                    • Prime members express some interest in flexible location
                                                      • Figure 18: Interest in delivery innovations, by Prime membership, June 2019
                                                    • Packaging improvements of interest
                                                      • Figure 19: Interest in packaging innovations, by key demographics, June 2019
                                                  • DTC Overview – What You Need to Know

                                                    • Proliferation of choices for DTC
                                                      • Endgame for DTC often a more traditional model
                                                        • Younger people biggest users of DTC
                                                          • Social key channel for marketing DTC
                                                          • What’s Next for DTC?

                                                            • Cutting out the middleman
                                                              • Just a starting point?
                                                              • DTC Use and Interest by Category

                                                                • High levels of usage and interest
                                                                  • Figure 20: DTC purchasing behavior by category, June 2019
                                                                • Affluent younger people high users of DTC
                                                                  • Figure 21: DTC purchasers, by age and income, June 2019
                                                                • Parents a compelling DTC audience
                                                                  • Figure 22: DTC purchasers, by parental status, June 2019
                                                                • Social media prime way people discover DTC
                                                                  • Figure 23: DTC purchasers, by age and income, June 2019
                                                              • Streaming Overview – What You Need to Know

                                                                • No game for beginners
                                                                  • Netflix the most established player
                                                                    • Age, parenthood strong driver of interest in new services
                                                                      • Content biggest factor in choosing video services
                                                                      • What’s Next for Streaming Video Services?

                                                                        • A battle of giants
                                                                            • Figure 24: Streaming video provider estimated annual spending on content, 2019
                                                                          • Back to the future – with ads?
                                                                          • Streaming Video Subscribership and Attitudes

                                                                            • Affluent younger people most likely to subscribe
                                                                              • Figure 25: Streaming video service adoption, by age and income, June 2019
                                                                            • Awareness high for Disney+, AppleTV+
                                                                              • Figure 26: Awareness and interest in streaming video services, June 2019
                                                                            • Young affluent audience most interested in new services
                                                                              • Figure 27: Awareness and interest in streaming video services, by key demographics, June 2019
                                                                            • It’s all about the content
                                                                              • Figure 28: Reasons for subscribing to streaming video services, June 2019
                                                                            • Content most important for the affluent
                                                                              • Figure 29: Reasons for subscribing to streaming video services, by age and income, June 2019
                                                                          • Consumer Tech Overview – What You Need to Know

                                                                            • Going mobile and getting smart
                                                                              • Ownership of wearables still comparatively low
                                                                                • Solid potential for smart speakers
                                                                                  • Integrated smart devices are of interest
                                                                                    • Young men by far the most engaged with gaming
                                                                                    • What’s Next for Consumer Tech?

                                                                                      • Consumers prize mobility, entertainment
                                                                                        • Time of “smart everything” still to come?
                                                                                          • Figure 30: Smart home products owned, March 2019
                                                                                        • The Amazon angle
                                                                                        • Consumer Tech Ownership and Attitudes

                                                                                          • Adoption still limited for many wearables
                                                                                              • Figure 31: Consumer tech ownership, June 2019
                                                                                            • Ownership/interest patterns vary by gender
                                                                                                • Figure 32: Consumer tech ownership, by gender and age, June 2019
                                                                                              • Hispanics particularly interested in tech
                                                                                                  • Figure 33: Consumer tech ownership, by race and Hispanic origin, June 2019
                                                                                                • Calls, texting, music the wearable “killer apps”
                                                                                                    • Figure 34: Interest in wearable features, by age and income, June 2019
                                                                                                  • Parents intrigued by wearables
                                                                                                      • Figure 35: Interest in wearable features, by parental status, June 2019
                                                                                                  • Attitudes and Experiences, Smart Devices and Gaming

                                                                                                    • Interest in integration across devices
                                                                                                      • Figure 36: Attitudes on smart devices, by age and income, June 2019
                                                                                                    • Prime members particularly value integration
                                                                                                      • Figure 37: Attitudes on smart devices, by Prime membership, June 2019
                                                                                                    • Young men the core audience
                                                                                                      • Figure 38: Experiences with gaming, by gender and age, June 2019
                                                                                                    • Hispanics most enthusiastic about gaming
                                                                                                      • Figure 39: Experiences with gaming, by race and Hispanic origin, June 2019
                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                    • Data sources
                                                                                                      • Sales data
                                                                                                        • Consumer survey data
                                                                                                          • Abbreviations and terms
                                                                                                            • Abbreviations

                                                                                                            Beyond Amazon: Disruptors & Innovators - US - September 2019

                                                                                                            £1,995.00 (Excl.Tax)