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Research suggests 9 in 10 Brits shop on Amazon

Published on: March 8th, 2019

Toys make up 20% of all purchases made on the online retail platform. 

Research from Mintel has revealed that almost nine in ten (86%) Brits are Amazon users/shoppers*. Highlighting the ongoing popularity of the retail giant, according to Mintel more Amazon shoppers have increased their shopping (21%) with the retailer than decreased it (13%) over the past year. Overall, most (70%) Amazon customers shop with the retailer at least once a month, while just under a fifth (17%) use the retailer on a weekly basis.

In terms of what’s in the basket, hardcopy media (books, DVDs or video games) remains Amazon’s most popular purchases (39%). This is followed by electricals (30%), fashion/jewellery (30%), and toys (20%). An impressive 45% of households in the UK have some form of Amazon produced device, with Kindle (23%), Fire TV/TV Stick (16%), Fire Tablet (14%), and Echo (11%) proving the most popular.**

As many as half (51%) of Amazon users assume that the e-retailer has the cheapest prices, while six in ten (59%) say they are loyal to the company. What is more, 70% of Amazon shoppers say it is the first retailer they go to when shopping online.

The impact of Amazon’s reach into the physical retail sector is confirmed by the fact that almost half (45%) of Amazon users believe that the e-tailer is responsible for physical stores closing. Meanwhile, three quarters (75%) of Amazon shoppers say they often check the prices of products they see in-store on Amazon.

But while many acknowledge the negative impact of Amazon on the high street, some 40% of Amazon users believe it supports independent retailers and 29% believe that shopping via Amazon Smile is a good way to give to charity.

Nick Carroll, Mintel associate director of Retail, said: “Amazon’s growth has no doubt wounded rivals, but it is not the ‘high street’ killer that it is often painted to be. It has certainly led on, and to a degree enforced, many trends that have come to define 21st century retail; however, it is not all-conquering at present. Indeed, even if the retailer accounted for roughly 50% of the online market held by online-only retailers, it would only account for around 9% of all UK retail sales. And despite the popularity of online retailing as a whole, the vast majority of all retail sales (82%) in the UK still come through physical stores. This leaves much room for its own growth, but equally for rivals to fight back.”

* The year to October 2018
** Mintel Online Retailing – UK, July 2018 Report

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