2023
0
Europe Amazon: Creating an Ecosystem Market Report 2023
2023-03-09T03:04:54+00:00
OX1155481
2195
161230
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
"Amazon is the undisputed leader of the dynamic online retailing market in Europe. It is set to benefit as the channel continues to gain popularity across product and service categories…

Europe Amazon: Creating an Ecosystem Market Report 2023

£ 2,195 (Excl.Tax)

Description

“Amazon is the undisputed leader of the dynamic online retailing market in Europe. It is set to benefit as the channel continues to gain popularity across product and service categories and it has benefitted greatly from the pandemic. It is forecast that Amazon’s rise will continue, albeit with growth not as high as the inflated levels seen in 2020, fuelled by greater demand for convenience and the wider range of brands online. The region presents good prospects for the company as the market is shaped by shifting consumer priorities driven by growing sustainability awareness, interest in rapid delivery services and an appetite for new services.”

– Utku Tansel, Retail Analyst

This Report will look at the following areas:

  • The impact of the cost of living crisis on Amazon’s business
  • An overview of the global Amazon business, including revenues and performance of key business units
  • Amazon’s position within each market, including market share
  • A profile of Amazon shoppers, by key demographics
  • Products purchased via Amazon in the past year by key category
  • Amazon Prime membership, including a profile of members and services used
  • Attitudes to price and convenience of shopping with Amazon as well as ethical and environmental considerations of shopping with the business.

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
    • Consumer research coverage
    • Definitions and technical notes
    • Financial definitions
    • Currencies
    • Sales tax rates
      • Figure 1: VAT rates around Europe, 2016-23
    • Abbreviations
    • Executive Summary – Europe – The Market
    • Amazon in Europe
      • Figure 2: Amazon Europe big 5: Net retail revenues, excluding. AWS, and GTV (gross transactional sales, including Marketplace) (excluding vat), 2017-22
      • Figure 3: Amazon Europe big 5: GTV (gross transactional sales, inc Marketplace) (excluding vat), 2020-22
    • The online market in Europe
      • Figure 4: Europe big 5: Estimated online spending (including VAT), 2017-22
      • Figure 5: Europe big 5: Estimated total online spending (including VAT), 2017-22
    • Consumers feel the pinch…
      • Figure 6: Europe: change in financial situation over the past year, 2022
    • Cash-strapped consumers may restrict online spend
      • Figure 7: Europe: change in financial situation over the past year, 2022
  2. Executive Summary – Europe – The Consumer

    • The research
    • Products purchased on Amazon
      • Figure 8: Europe: shopping on Amazon in the last 12 months, by country, 2022
      • Figure 9: Europe: products bought on Amazon in the last 12 months, by country, 2022
    • Amazon Prime membership
      • Figure 10: Europe: Amazon Prime membership, by country, 2022
    • Amazon Prime services used
      • Figure 11: Europe: Amazon Prime services used, by country, 2022
    • Attitudes to shopping with Amazon
      • Figure 12: Europe: attitudes to shopping with Amazon, 2022
  3. Executive Summary – Europe – Innovations and Launch Activity

    • Sustainability at the forefront
    • Packaging matters
    • Sustainable own products
    • Cutting down emissions
    • Enhancing the shopping experience
      • Figure 13: Amazon uses virtual try-on to drive shoe sales online
    • Helping consumers in the cost of living crisis
    • New collaborations, new opportunities
    • Making life easier and better through technology
      • Figure 14: Amazon’s new robot, Astro, 2022
    • Expansion efforts grow interests geographically and in new markets
  4. Amazon: An Overview

    • Growth slows as Amazon annualises COVID boost
      • Figure 15: Amazon, total global net sales, 2017-22
    • Profits hit record highs during the pandemic
      • Figure 16: Amazon profits, 2016-22
    • Services now the heart of the business?
      • Figure 17: breakdown of Amazon net sales by business segment, as a % of total sales, 2019-22
      • Figure 18: Amazon quarterly net sales growth, by business segment, 2020-22
    • Strong dollar weakens Amazon’s returns in Europe
      • Figure 19: Geographic breakdown of Amazon revenues, 2019-22
  5. France

    • Overview
    • Key issues covered in this Report
    • Products covered in this Report
    • Definitions and technical notes
    • Financial definitions
    • Consumer research coverage
    • Executive Summary
    • Market context
    • Inflation is the key concern for consumers and retailers alike
    • France is an advanced digital economy
    • Online spending is stabilising
      • Figure 20: France: Estimated online spending (including VAT), 2017-22
    • Marketplaces are driving growth
    • Amazon in France
    • Sales decline after lockdown boom
      • Figure 21: Amazon France: estimated net retail revenues and gross transaction values (GTV), 2018-22
    • Amazon leads in the online channel
      • Figure 22: France: leading online retailers’ estimated shares of all online spending, 2021
    • The consumer
    • Amazon usage is lower than in other countries
      • Figure 23: France: Amazon’s consumer penetration*, age, generation group and financial situation, 2022
      • Figure 24: France: products and services bought from Amazon in the last 12 months, by gender, 2022
    • Prime membership is also lower than in the other countries
      • Figure 25: France: Amazon Prime membership and access, by selected demographics, 2022
    • Amazon Prime services used
      • Figure 26: France: Amazon Prime services used, 2022
    • Speed of delivery is the key draw for three quarters of Amazon shoppers
      • Figure 27: France: Attitudes towards Amazon’s price, convenience and range, 2022
    • Conflicted shoppers
      • Figure 28: France: Attitudes towards environmental and ethical concerns when shopping with Amazon, 2022
    • Issues and insights
    • How will the cost of living crisis affect Amazon in France?
    • Discretionary purchases under threat
    • Services outperform
    • The threat from the growth of marketplaces
    • Specialised marketplaces based on categories and positioning
    • Combined force of the independents
    • Market drivers
    • The online market in France
    • The market is rebalancing post-pandemic
    • But 2022 declined year-on-year
      • Figure 29: France: Estimated online spending (including VAT), 2017-22
    • Clothing is the most popular category to buy online
      • Figure 30: France: Where consumers are shopping, 2022
    • Marketplaces are driving growth in the online sector
    • Technology market drivers
    • Smartphone ownership is over 90%
      • Figure 31: France: Personal ownership of technology, 2021-22
    • Shopping online with a smartphone has reached 62%
      • Figure 32: France: smartphone activities, 2021-22
    • Price and cost issues are key motivators for shopping online
      • Figure 33: France: Important factors when shopping online, 2022
    • Economic market drivers
    • Inflation and the Ukraine conflict are holding back post-COVID recovery
      • Figure 34: France: key economic projections, annual percentage change, 2019-25
    • The conflict in Ukraine is hurting the French economy
    • Inflation is the key concern for consumers and brands…
    • But the French government has set a price shield on energy prices
    • …which is continuing into 2023
    • Employment has held up well
    • Consumer spending power is reducing
      • Figure 35: France: Financial confidence trend data, 2022
      • Figure 36: France: Anticipated behaviour changes as a result of rising prices, 2022-23
    • Amazon: In the French market
      • Figure 37: Amazon France: estimated net sales and gross transaction values (GTV), 2017-22
      • Figure 38: France: Top 10 most visited e-commerce sites and applications in France, Q3 2022
    • …but faces strong competition
      • Figure 39: France: leading online retailers’ estimated shares of all online spending, 2021
    • Amazon’s operations in France
    • Amazon Prime in France
    • Who shops with Amazon?
      • Figure 40: France: Amazon’s consumer penetration*, 2022
    • Demographic profile of Amazon shoppers
      • Figure 41: France: Amazon’s consumer penetration*, by age, generation group and financial situation, 2022
    • Products purchased via Amazon
    • Electricals are the most shopped category
    • A third have shopped for fashion
    • Amazon Marketplace has broadened its offer
      • Figure 42: France: products and services purchased via Amazon in the past year, 2022
    • Gender differences in purchasing by product category
      • Figure 43: France: products and services bought from Amazon in the last 12 months, by gender, 2022
    • The more affluent shop most
      • Figure 44: France: products and services bought from Amazon in the last 12 months, by income bracket (Net monthly household income), 2022
      • Figure 45: France: products and services bought from Amazon in the last 12 months, by age group, 2022
    • Amazon Prime membership
    • Almost half have access to Prime services
      • Figure 46: France: Amazon Prime membership, 2022
    • Prime’s membership is heavily weighted toward younger consumers.
      • Figure 47: France: Amazon Prime membership and access, by selected demographics, 2022
    • Demographics of lapsed and non-Prime members
      • Figure 48: France: Amazon Prime membership and access, by age, children and financial and housing situation, 2022
    • Prime members shop more than non-members
      • Figure 49: France: Purchases made via Amazon in the past year, by prime membership status, 2022
    • Amazon Prime services used
    • Delivery is the most used service
    • Prime Video – an increasingly competitive sector
    • A variety of less popular, but valuable services round out the offer
      • Figure 50: France: Amazon Prime services used, 2022
    • Potential with older members
      • Figure 51: France: Amazon Prime services used, by age, 2022
    • Prime service repertoires
      • Figure 52: France: Amazon Prime services repertoires, 2022
    • Attitudes towards shopping with Amazon
    • Speed of delivery motivates three quarters of Amazon shoppers
    • Price
      • Figure 53: France: Attitudes towards shopping with Amazon, price, convenience and range, 2022
    • Ethical and environmental attitudes towards shopping with Amazon
    • Meeting the consumer’s rising ethical and environmental demands
    • Consumer concerns about working conditions
    • Shoppers fear they may be contributing to physical store closures
    • French retailers fight back
    • The state protects the books market
    • French Days – a rival to Black Friday
    • www.sauvonsnoscommercants.fr, (Let’s save our shopkeepers)
    • Shopping with a guilty conscience
      • Figure 54: France: Attitudes towards environmental and ethical concerns when shopping with Amazon, 2022
    • Attitudes vary according to Prime membership
      • Figure 55: France: Attitudes towards shopping with Amazon by Prime membership, 2022
    • Appendix – Data sources, consumer research methodology and abbreviations
    • Abbreviations
    • Consumer research methodology
    • Data sources
  6. Italy

    • Overview
    • Key issues covered in this Report
    • Products covered in this Report
    • Definitions and technical notes
    • Financial definitions
    • Consumer research coverage
    • Executive summary
    • Market context
    • The online market
    • Technology
      • Figure 56: Italy: most important factors when shopping online*, 2022
    • The economy
      • Figure 57: Italy: key economic indicators, 2021-24
    • Amazon in Italy
    • Sales
      • Figure 58: Italy: Amazon estimated net retail revenues and gross transaction values (GTV), 2020-22
    • Website visits
    • Market share
      • Figure 59: Italy: online retailing market shares, 2021
    • The consumer
    • Who shops at Amazon?
      • Figure 60: Italy: products and services bought from Amazon in the last 12 months, 2022
    • Amazon Prime membership
      • Figure 61: Italy: Prime membership status, 2022
    • Amazon Prime services used
      • Figure 62: Italy: Amazon Prime services used regularly, 2022
    • Attitudes towards shopping with Amazon
      • Figure 63: Italy: attitudes towards shopping with Amazon, 2022
    • Issues and Insights
    • Amazon is not immune to the cost of living crisis
    • Impacts are being felt by customers and the Amazon business itself
    • The benchmark on price
    • Prime and ecosystem give it a strong position
    • Position Prime Video, Amazon Music and Prime Gaming as the smart way to save money
    • Capitalise on desire for occasional treats and luxuries
    • Where are the opportunities for growth for Amazon in Italy?
    • Use fashion to drive increased engagement among women
    • Generation X and Baby Boomers: future opportunity?
    • Potential to work more closely with high street shops?
    • Tap into Italy the sporting nation
    • Market drivers
    • The online market in Italy
      • Figure 64: Italy: Estimated online spending (including VAT), 2017-22
    • Technology market drivers
    • Device ownership
    • Devices used for online shopping
      • Figure 65: Italy: activities done on household computers and smartphones in last three months*, 2022
    • Most important factors when shopping online
    • Importance of product price plays to Amazon’s traditional strengths
    • Free shipping/delivery is another strong area for Amazon
    • Free returns – retailers take a position but trend is towards charging
    • Convenient delivery/pick-up options – Lockers provide alternative to delivery
    • Convenient return options – Amazon collects from a specified address
      • Figure 66: Italy: most important factors when shopping online*, 2022
    • Economic market drivers
    • The economy
      • Figure 67: Italy: key economic indicators, 2021-24
    • Inflation
      • Figure 68: Italy: annual average consumer prices* of food and drink, annual % change, 2018-22
      • Figure 69: Italy: monthly average consumer prices* by broad product category, annual % change, 2021-22
    • Consumer confidence bounces back after reaching record lows
      • Figure 70: ITALY: TRENDS IN LEVELS OF CONSUMER CONFIDENCE*, 2022
    • The impact of the cost of living crisis
      • Figure 71: Italy: financial situation of Italian consumers, 2022-23
      • Figure 72: Italy: consumers’ financial situation compared to a year ago, 2023
      • Figure 73: Italy: issues affecting Italian consumers in the past two months, 2023
      • Figure 74: Italy: consumers’ expectations of their financial situation in the next year, 2023
    • Interest rate rises will further exacerbate cost of living pressures
    • Amazon: In the Italian market
    • Amazon’s sales in Italy
      • Figure 75: Amazon Italy: estimated net revenues, excluding AWS, and GTV (gross transactional sales, including Marketplace) (excluding vat), 2020-22
    • Amazon’s website visitor numbers
    • Amazon’s market share
      • Figure 76: Italy: online retailing market shares, 2021
    • Investing in operations to satisfy increased demand
      • Figure 77: Amazon Italy: key locations, January 2023
    • Growing the workforce
    • Expanding sellers on its marketplace
    • Building up grocery
    • Sustainability
    • Who shops with Amazon?
    • Any products bought
      • Figure 78: Italy: Amazon’s consumer penetration*, 2022
    • Demographic profile of Amazon shoppers
      • Figure 79: Italy: Amazon’s consumer penetration*, age and generation group, 2022
    • Products purchased via Amazon
    • Electricals lead the way
    • Physical items such as books still important
    • Fashion is a strategic priority for Amazon
    • Beauty builds on pandemic boost
    • DIY another area to have benefitted from a pandemic bounce
      • Figure 80: Italy: products and services bought from Amazon in the last 12 months, % of respondents purchasing, 2022
    • Clear gender differences in purchasing by product category
      • Figure 81: Italy: products and services bought from Amazon in the last 12 months, by gender, % of respondents purchasing, 2022
    • Amazon electrical goods buyer demographics
      • Figure 82: Italy: buyers of electrical goods from Amazon in the past year, by age and generation group, % of respondents purchasing, 2022
    • Amazon hardcopy books, DVDs or video games buyer demographics
      • Figure 83: Italy: buyers of hardcopy books, DVDs or video games from Amazon in the past year, by age and generation group, % of respondents purchasing, 2022
    • Amazon clothing, shoes or jewellery buyer demographics
      • Figure 84: Italy: buyers of clothing, shoes or jewellery from Amazon in the past year, by age and generation group, % of respondents purchasing, 2022
    • Amazon beauty product buyer demographics
      • Figure 85: Italy: buyers of beauty products from Amazon in the past year, by age and generation group, % of respondents purchasing, 2022
    • Amazon DIY product buyer demographics
      • Figure 86: Italy: buyers of DIY products from Amazon in the past year, by age and generation group, % of respondents purchasing, 2022
    • Product category repertoires
      • Figure 87: Italy: Amazon shoppers’ product category repertoires, 2022
    • Amazon Prime membership
    • Three-quarters of Italians have access to Prime
    • Lapsed Amazon Prime members
    • Non-Prime members
      • Figure 88: Italy: Prime membership status, 2022
    • Prime and its influence on purchasing from Amazon
      • Figure 89: Italy: whether bought from Amazon in the last 12 months, by Prime membership status, 2022
    • Prime and its influence on product category purchasing
      • Figure 90: Italy: products and services bought from Amazon in the last 12 months, by Prime membership status, 2022
    • Amazon Prime services used
    • Video and delivery are the main drivers of Prime membership
      • Figure 91: Italy: Amazon Prime services used regularly, 2022
    • Prime service demographics
    • Prime service repertoires
      • Figure 92: Amazon Prime services repertoires, 2022
    • Attitudes towards shopping with Amazon
    • The price benchmark
    • Amazon and the environment/sustainability
    • Amazon delivery speed is a major draw
    • Perceived downsides of shopping with Amazon
    • Prescription medication: an opportunity for Amazon?
      • Figure 93: Italy: attitudes towards shopping with Amazon, 2022
    • Appendix – Data sources, consumer research methodology and abbreviations
    • Abbreviations
    • Consumer research methodology
    • Data sources
  7. Spain

    • Overview
    • Key issues covered in this Report
    • Products covered in this Report
    • Definitions and technical notes
    • Financial definitions
    • Consumer research coverage
    • Executive summary
    • Market context
    • Online sales boosted by pandemic but growth now easing
      • Figure 94: Spain: Estimated online spending (including VAT), 2017-22
    • M-commerce continues to gain importance
      • Figure 95: Spain: devices used for online shopping, 2022
    • Cost of living crisis continues
    • Amazon in Spain
    • Sales ease off after lockdowns
    • Amazon leads in online retailing
      • Figure 96: Spain: Amazon’s share of online retailing, 2020-22
    • Almost two-thirds of items sold are third party
    • Products purchased on Amazon
      • Figure 97: Spain: Shopping on Amazon in the last 12 months, 2022
      • Figure 98: Spain: products bought on Amazon in the last 12 months, % of respondents purchasing, 2022
    • Amazon Prime membership
      • Figure 99: Spain: Amazon prime membership, %, 2022
    • Prime Video is the most used service, but delivery also important
      • Figure 100: Spain: usage of Amazon prime services, 2022
    • Attitudes towards shopping with Amazon
      • Figure 101: Spain: attitudes to shopping with Amazon, 2022
    • Issues and Insights
    • Buy now, pay later a vital tool during times of financial hardship
    • Maintaining low prices also key…
    • …as well as value for money
    • Amazon’s speedy and green delivery hitting the target
    • Market Drivers
    • The online market in Spain
      • Figure 102: Spain: Estimated online spending (including VAT), 2017-22
    • Technology market drivers
    • Most purchases made on PC or tablet, but momentum shifting to smartphone
      • Figure 103: Spain: devices used for online shopping, 2022
    • Price and cost issues are key motivators for shopping online
      • Figure 104: Spain: Important factors when shopping online, 2022
    • Economic market drivers
    • Economic growth expected to slow down
      • Figure 105: Spain: key economic projections, % annual change, 2019-25
    • Inflation is a major concern
      • Figure 106: Spain: Harmonised Indices of Consumer Prices, annual % change, 2017-22
    • Cost-of-living crisis and the conflict in Ukraine knocks consumer confidence
      • Figure 107: Spain: trends in levels of consumer confidence, 2020-22
    • Six in 10 are better off or the same financially as they were last year
      • Figure 108: Spain: change in financial situation over the past year, 2022
    • Four in 10 expect their financial situation to worsen, peaking among low-income earners
      • Figure 109: Spain: financial confidence over the coming year, 2022
    • Conflict in Ukraine exacerbating already rapidly rising inflation
      • Figure 110: Spain: expected impact of the conflict in Ukraine on household finances, 2022
    • Groceries taking a bigger bite of low- and mid-income budgets
      • Figure 111: Spain: spending habits, past 12 months, 2022
    • Amazon: In the Spanish market
    • Sales registered record growth in 2021 but slowed in 2022
      • Figure 112: Amazon Spain: estimated net retail revenues, excluding AWS, and GTV (gross transactional sales, including Marketplace) (excluding vat), 2020-22
    • Amazon and the competitive landscape in online retailing
      • Figure 113: Spain: Amazon’s share of online retailing, 2020-22
    • Sellers on marketplace to quadruple by 2025
    • Sustainability
    • Expansion continues with ‘Luxury stores at Amazon’ launch
    • Amazon Prime in Spain
    • Who shops at Amazon?
    • The research
    • Over 90% of people had shopped at Amazon
      • Figure 114: Spain: Shopping on Amazon in the last 12 months, 2022
      • Figure 115: Spain: shopping on Amazon, by age, % of respondents purchasing, 2022
    • Products purchased via Amazon
    • Electricals and clothing are the most common purchases
      • Figure 116: Spain: products bought on Amazon in the last 12 months, % of respondents purchasing, 2022
    • Men most likely to buy electricals and digital products from Amazon
      • Figure 117: Spain: products bought on Amazon in the last 12 months, by gender, % of respondents purchasing, 2022
    • Amazon electricals buyer demographics
      • Figure 118: Spain: buyers of electricals from Amazon in the past year, by household group- any children, % of respondents purchasing, 2022
      • Figure 119: Spain: buyers of electricals from Amazon in the past year, by household income group, % of respondents purchasing, 2022
      • Figure 120: Spain: buyers of electricals from Amazon in the past year, by household income group, % of respondents purchasing, 2022
    • Amazon clothing, shoes or jewellery buyer demographics
      • Figure 121: Spain: buyers of clothing, shoes or jewellery from Amazon in the past year, by age group, % of respondents purchasing, 2022
    • Amazon DIY products buyer demographics
      • Figure 122: Spain: buyers of DIY products from Amazon in the past year, by age group, % of respondents purchasing, 2022
    • Amazon Prime membership
      • Figure 123: Spain: Amazon Prime membership, %, 2022
    • Amazon Prime services used
      • Figure 124: Spain: usage of Amazon Prime services, 2022
      • Figure 125: Spain: products and services bought from Amazon in the last 12 months, by Prime membership status, 2022
    • Attitudes towards shopping with Amazon
      • Figure 126: Spain: attitudes to shopping with Amazon, 2022
    • Sustainability efforts resonate, but there’s still work to be done
      • Figure 127: Spain: attitudes to shopping with Amazon, packaging, by age, 2022
    • Fast delivery: a key USP
      • Figure 128: Spain: attitudes to shopping with Amazon, delivery speed, by age, 2022
      • Figure 129: Spain: attitudes to shopping with Amazon, delivery speed, by net monthly household income, 2022
    • Prescription medication offers good prospects
      • Figure 130: Spain: attitudes to shopping with Amazon, prescription service, by age, 2022
    • Over two-thirds check in-store prices on Amazon posing further threat for stores
      • Figure 131: Spain: Attitudes to shopping with Amazon, In-store Amazon price checking behaviour, by age, 2022
    • Appendix – Data sources, consumer research methodology and abbreviations
    • Abbreviations
    • Consumer research methodology
    • Data sources
  8. UK

    • Overview
    • Key issues covered in this Report
    • Products covered in this Report
    • Executive Summary
    • Amazon: the business
    • Growth slows as Amazon annualises COVID boost
      • Figure 132: Amazon, total global net sales, 2017-22
    • Mounting costs makes Amazon uncharacteristically defensive
      • Figure 133: Amazon profits, 2016-22
    • Services now the heart of the business?
      • Figure 134: Breakdown of Amazon net sales by business segment, as a % of total sales, 2019-22
    • Strong dollar weakens Amazon’s returns in Europe
      • Figure 135: Geographic breakdown of Amazon revenues, 2019-22
    • UK online market rebalances following peak pandemic-led demand in 2020 and 2021
      • Figure 136: Market size for online retailing (including VAT), 2017-22
    • In a declining market, Amazon grows its share
      • Figure 137: Amazon reported sales and gross transactional revenues as a proportion of all online sales, 2017-22
    • Amazon’s first clothing store
      • Figure 138: Amazon’s first physical clothing store in the US, Amazon Style, 2022
    • Virtual try-on: new way to shop
    • Astro robot: built to carry out everyday tasks
      • Figure 139: Amazon’s new robot, Astro, 2022
    • The consumer
    • Vast majority of consumers are Amazon shoppers
    • Frequency eases a little, but Amazon still benefitting from the pandemic
      • Figure 140: Frequency of Amazon shopping, 2019-22
    • Electricals and hard-copy media see a decline year-on-year
      • Figure 141: Products purchased via Amazon in the past year, 2021-22
    • Mobile purchasing draws level with desktop
      • Figure 142: Devices used to shop with Amazon, 2019-22
    • Growth in mobile purchasing brings further threat for stores
      • Figure 143: In-store Amazon price checking behaviour, 2022
    • Prime membership grows, despite price rises
      • Figure 144: Amazon Prime Membership, 2022
    • Over a third of Prime members have joined in the past two years
      • Figure 145: Length of Prime Membership, 2022
    • Away from delivery, Video and Music are the major draws of Prime
      • Figure 146: Amazon services used, 2022
    • Price the biggest barrier to Prime
      • Figure 147: Reasons for not being a member of Amazon Prime, 2022
    • Nearly 60% of UK households own an Amazon device
      • Figure 148: Ownership of Amazon devices, 2022
    • Two thirds of Amazon shoppers believe it has the best prices
      • Figure 149: Attitudes towards Amazon’s price, convenience and range, 2022
    • Amazon environmental efforts getting through, but work still to be done
      • Figure 150: Attitudes towards environmental and ethical concerns when shopping with Amazon, 2022
    • Issues and Insights
    • Greater demand but greater costs: Amazon in the cost-of-living crisis
    • Is lack of innovation a concern?
    • Gen Z and Amazon: the first generation to reject the ecosystem?
    • Amazon: In the UK Market
    • The UK is Amazon’s second-largest market in Europe
      • Figure 151: Estimated Amazon net B2C revenues and GTV sales, 2020-22
    • Online market rebalances following peak pandemic-led demand in 2020 and 2021
      • Figure 152: Market size for online retailing (including VAT), 2017-22
      • Figure 153: Online retail sales, share of sales by type of operation, 2018-22
    • In a declining market Amazon grows its share
      • Figure 154: Amazon reported sales and gross transactional revenues as a proportion of all online sales, 2017-22
    • Physical on pause
    • Amazon: Launch Activity and Innovation
    • Interactive shopping
    • Amazon’s first clothing store
      • Figure 155: Amazon’s first physical clothing store in the US, Amazon Style, 2022
    • Virtual try-on: new way to shop
    • Amazon’s Luxury Stores comes to the UK
    • Making life easier and better through devices
    • Astro robot: built to carry out everyday tasks
      • Figure 156: Amazon’s new robot, Astro, 2022
    • Echo Show 15: stay organised, connected and entertained
      • Figure 157: Echo show 15, 2022
    • Kindle Scribe: note taking got easier
      • Figure 158: Amazon’s Kindle Scribe, 2022
    • Halo rise: improve the quality of sleep
      • Figure 159: Amazon’s Halo Rise, 2022
    • Amazon Glow: a new interactive video calling
      • Figure 160: Amazon Glow, 2022
    • Blink Video Doorbell: affordable home security
      • Figure 161: Amazon Blink’s Video Doorbell, 2022
    • Prime services: offering more for its members
    • Buy with Prime
    • Amazon Music: connecting fans to artists and providing more choice
    • Extra perks for Prime member football fans
    • Free Deliveroo delivery becomes an Amazon Prime perk
    • Tapping into the financial services
      • Figure 162: Amazon’s home insurance comparison site, 2022
    • Sustainable deliveries
    • Enhancing care home functionality
    • Amazon: Advertising and Marketing Activity
    • Above-the-line advertising spend drops 18%
      • Figure 163: Amazon (UK) ltd: total above-the-line, online display and direct mail advertising expenditure, 2018-22
    • Prime video streaming and downloading services account for half of above-the-line spend
      • Figure 164: Amazon (UK) ltd: total above-the-line, online display and direct mail advertising expenditure by advertising category, 2018-22
    • Digital and TV advertising spend dominate
      • Figure 165: Amazon (UK) ltd: total above-the-line, online display and direct mail advertising expenditure by media type, 2018-22
    • Nielsen Ad Intel coverage
    • Who Shops with Amazon and How Frequently
    • Vast majority of consumers are Amazon shoppers
    • Frequency eases a little, but Amazon still benefitting from the pandemic
      • Figure 166: Frequency of Amazon shopping, 2019-22
    • Peak Amazon use comes from those aged 25-44
      • Figure 167: Frequency of Amazon shopping, by age, 2022
    • Concerns for Amazon in engaging the youngest generation within the ecosystem
      • Figure 168: Amazon shoppers, Prime members and device owners, by age, 2019 and 2022
    • Products Purchased via Amazon
    • Electricals and hard-copy media see a decline year-on-year
      • Figure 169: Products purchased via Amazon in the past year, 2021-2022
    • Prime members over-index in shopping across all categories
      • Figure 170: Purchases made via Amazon in the past year, by Prime membership status, 2022
    • Broad range of categories shopped by Prime members
      • Figure 171: Repertoire of categories shopped via Amazon in the past year, by Prime membership status, 2022
    • Devices Used to Shop with Amazon
    • Mobile purchasing draws level with desktop
      • Figure 172: Devices used to shop with Amazon, 2019-22
      • Figure 173: Devices used to shop with Amazon, by age, 2019-22
    • Growth in mobile purchasing brings further threat to stores
      • Figure 174: In-store Amazon price checking behaviour, 2022
    • Amazon Prime Membership
    • Prime membership grows, despite price rises
      • Figure 175: Amazon Prime Membership, 2022
      • Figure 176: Frequency of Amazon shop, by Amazon Prime membership, 2022
    • Over a third of Prime members have joined in the past two years
      • Figure 177: Length of Prime Membership, by age, 2022
    • Barriers to Prime Membership
    • Price the biggest barrier to Prime
      • Figure 178: Reasons for not being a member of Amazon Prime, 2022
    • A boost to Prime video could engage some lapsed users, but price still key issue
      • Figure 179: Reasons for not being a member of Amazon Prime, 2022
    • Amazon Services Used
    • Away from delivery, Video and Music are the major draws of Prime
      • Figure 180: Amazon services used, 2022
    • For younger shoppers, Prime Video as much of a draw as delivery
      • Figure 181: Amazon services used, by age, 2022
    • Restrictions to sharing could hurt long-term growth of Prime
      • Figure 182: Amazon services used, by age, by level of Prime membership, 2022
    • Amazon Device Ownership
    • Nearly 60% of UK households own an Amazon device
      • Figure 183: Ownership of Amazon devices, 2022
    • Prime members and non-members with access are more likely to own Amazon device
      • Figure 184: Ownership of Amazon devices, by membership of Amazon Prime, 2022
    • The majority purchased their products via Amazon
      • Figure 185: Where Amazon products were purchased, 2022
    • Price, Range, Convenience and Amazon
    • Two-thirds of Amazon shoppers believe it has the best prices
      • Figure 186: Attitudes towards Amazon’s price, convenience and range, 2022
    • Convenience critical for younger shoppers
      • Figure 187: Attitudes towards Amazon’s price, convenience and range, by age, 2022
    • Strong interest in an ‘Amazon Pharmacy’
      • Figure 188: Attitudes to prescriptions and Amazon, by age, 2022
    • Ethical and Environmental Attitudes towards Shopping with Amazon
    • Amazon environmental efforts cutting through, but work still to be done
      • Figure 189: Attitudes towards environmental and ethical concerns when shopping with Amazon, 2022
    • Sustainability initiatives cutting through, even if concern still exists
      • Figure 190: Attitudes towards environmental and ethical concerns when shopping with Amazon, 2022
    • Over a fifth of Amazon shoppers believe they have received counterfeit products
      • Figure 191: Attitudes towards fake/counterfeit products and Amazon, by age, 2022
    • Appendix – Data Sources, Abbreviations and Supporting Information
    • Data sources
    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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