2020
9
Germany Amazon: A Shopper’s Perspective Market Report 2020
2020-12-24T10:02:29+00:00
REPC6E1D0C7_3948_497A_8BE9_9ECFBFB20693
2195
129098
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
Customer centricity is the core of Amazon's brand: consumer happiness is key. However, there is still improvement potential for its customer service and reviews.Carolin Jaretzke, Associate Director Retail…

Germany Amazon: A Shopper’s Perspective Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Amazon: A Shopper’s perspective – Germany market including the behaviours, preferences and habits of the consumer.

Amazon has been one of the big winners of the pandemic as consumers have preferred to shop online. Due to lockdowns, streaming services saw heavy usage growth, including Prime. Globally, Amazon’s net sales grew by 35% to $261bn in the first nine months of 2020 vs 2019. In Germany, sales were $22bn in 2019, up 12% from 2018.

Quickly Understand

  • How to expand beyond core markets to drive growth?
  • How to increase satisfaction through customer service and reviews?
  • How to protect customers from unfair pricing?
  • What are the advantages and disadvantages for sellers?
  • How to improve the efficiency of mobile websites?
  • How to look into different membership models?

Covered in this report

Brands mentioned: Alternate, Amazon, Apple, Aussie, Check24, Compass Road, Ceconomy, Conrad, Cyberport, eBay, HDE, Head & Shoulders, Herbal Essences, Klarmobil, Klingel, Luna, Natura, Net-a-Porter, Netflix, Nike, notebooksbilliger.de, Otto Group, Pantene, PillPack, P&G, Puig, Snapchat, Tchibo, Twitch, Vorwerk, Whole Foods, Zalando, Zooplus, Zoox, etc.

Expert analysis from a specialist in the field

Written by Carolin Jaretzke, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Customer centricity is the core of Amazon’s brand: consumer happiness is key. However, there is still improvement potential for its customer service and reviews.
Carolin Jaretzke
Associate Director – Retail

Table of Contents

  1. Executive summary

    • The impact of COVID-19 on Amazon
    • Mintel predicts
    • What consumers want and why
    • Graph 1: factors with which Amazon shoppers are 'least satisfied', October 2020
    • Graph 2: reasons why consumers are not Prime members, by gender, October 2020
    • Opportunities
    • The competitive landscape
    • Graph 3: leading online retailers' estimated shares of total online sales, 2019
  2. AMAZON: AN OVERVIEW

    • Amazon: the company
    • Amazon in the German market
  3. What consumers want and why

    • The Amazon shopper
    • Graph 4: frequency at which Prime and non-members shop on Amazon, October 2020
    • Graph 5: frequency of online shopping in the last 12 months, by age, June 2020
    • Graph 6: changes in shopping behaviours on Amazon in the last 12 months, by region, October 2020
    • Graph 7: those claiming to have been shopping more online since the start of the COVID-19 pandemic, 11-18 November 2020
    • Graph 8: reasons why consumers have shopped less with Amazon in the last 12 months, by gender, October 2020
    • Graph 9: methods used when shopping with Amazon, by Generation, October 2020
    • Graph 10: technology products personally owned, 2019
    • Amazon Prime membership
    • Graph 11: Amazon Prime memberships, October 2020
    • Graph 12: Amazon Prime memberships, by generation, October 2020
    • Graph 13: reasons why consumers no longer use Amazon Prime, October 2020
    • Graph 14: Amazon Prime services regularly used, by gender, October 2020
    • What they buy from Amazon
    • Graph 15: products consumers bought from Amazon in the last 12 months, October 2020
    • Graph 16: products bought from Amazon, last 12 months, by gender, October 2020
    • Graph 17: products bought from Amazon, last 12 months, by Prime membership, October 2020
    • Graph 18: online retail sales growth by product category, 2014-19
    • Satisfaction with the Amazon shopping experience
    • Graph 19: overall satisfaction with Amazon, by user type, October 2020
    • Graph 20: factors Amazon shoppers are satisfied with, October 2020
    • Graph 21: factors Amazon shoppers are satisfied with, by generations Gen Z and Baby Boomers, October 2020
    • Graph 22: satisfaction with Amazon, October 2020
    • Graph 23: satisfaction with Amazon about the following factors, October 2020
    • Attitudes towards Amazon's effect on retail
    • Graph 24: statements that apply to Amazon shoppers, October 2020
    • Graph 25: statements that apply to Amazon shoppers, October 2020
    • Graph 26: consumers who agree or disagree that Amazon contributes to physical store closures, October 2020
    • Graph 27: consumers that do or do not feel guilty shopping on Amazon, by age, October 2020
    • Graph 28: consumers that tend to purchase products that come top of the search results on Amazon, by generation, October 2020
    • Graph 29: consumers who shopped on Prime Day, by household size, October 2020
  4. AMAZON: LAUNCH ACTIVITY AND INNOVATION

    • Leading online retailers
    • Graph 30: leading online retailers' estimated shares of total online sales, 2019
    • Amazon's launch activities and innovations
    • Graph 31: brands of voice-controlled speakers in household, March 2020
    • Graph 32: social networks used in the last three months, March 2020
  5. AMAZON: ADVERTISING AND MARKETING ACTIVITY

    • Appendix

      • Appendix – products covered, abbreviations and consumer research methodology
      • Appendix – market size and forecast

    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.

    The consumer

    What They Want. Why They Want It.

    The Competitors

    Who’s Winning. How To Stay Ahead.

    The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

    The Innovations

    New Ideas. New Products. New Potential.

    The Opportunities

    Where The White Space Is. How To Make It Yours.

    The Trends

    What’s Shaping Demand – Today And Tomorrow.

    Below is a sample report, understand what you are buying.

    Click to show report
    Germany Sample Report Cover

    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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