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Amazon Strategies and the Amazon Shopper

Amazon Strategies and the Amazon Shopper provides insight in four parts: The Amazon Landscape; Amazon Category Analysis: Grocery; Amazon Category Analysis: Pet Products and Supplies; and Amazon Category Analysis: Financial Services.

The report focuses on Amazon consumer usage and engagement trends and related consumer usage and engagement strategies, as well as Amazon’s competitive positioning over time. Focusing on Amazon products and services engagement over time, analysis includes portraits of the Amazon shopper, the Amazon media user, and the Amazon Prime member; as well as its numerous strategies to broaden its reach into U.S. homes and wallets, including segmented subscriptions, penetrating and deepening retail categories, expanding Alexa’s reach, moving into social media and multi-channel initiatives. Much attention is given to Amazon Prime, its relationship to the consumer, and the ways it is leveraged to drive engagement and increase sales.


  • Executive Summary
    • Report scope
    • Report summary
      • e-Commerce feeds the beast
      • Online shopping preferences grease the wheels
      • Online and mobile purchasing habits broaden and deepen
      • Online category growth drivers
      • In-store purchasing category usage declines, but tapering may provide silver lining
      • Amazon: the nuts and bolts
      • The Amazon shopper & Amazon media user
      • The Amazon Prime shopper
      • The power of Prime
      • Broadening reach
      • Protecting the ecosystem: in-store browsing prohibited
      • Amazon versus the competition
    • Amazon Category Analysis: Financial Services
      • The power of rewards and loyalty: Amazon financial services
      • Consumer interest in Amazon consumer financial services products
      • Amazon financial services moves
      • Alexa voice commerce
      • Checking account, savings account and card usage
      • Online payment method preferences
      • Online and mobile checkout preferences
    • Amazon Category Analysis: Grocery
      • Sales forecast
      • Amazon versus the food and grocery competition today
      • Amazon Fresh product matrix
      • The Amazon Fresh user
      • The fresh factor: What consumers view as important
      • Interest in Amazon Fresh shows promise
      • Amazon Subscribe & Save
      • Prime Pantry
      • Multi-channel food retail: The Whole Foods acquisition
      • Meal kits
    • Amazon Category Analysis: Pet Products and Supplies
      • Online pet product sales growth
      • Key trends shaping the pet product and supplies industry
      • Amazon versus the pet products and supplies competition
      • Gauging the Amazon threat
      • Multi-channel pet product purchasing analysis
      • Pet product spend: multi-channel analysis
      • Amazon's approach to the pet product category
  • The Amazon Landscape
    • The Amazon effect
    • e-Commerce feeds the beast
      • e-Commerce growth vs. overall retail sales growth
        • Table Retail Sales: Total Sales and e-Commerce Sales, 2008-2017 (in billions and % growth)
      • Non-motor vehicle e-commerce growth vs. overall non-motor vehicle retail sales growth
        • Table Retail Sales, Excluding Motor Vehicles: Total Sales and e-Commerce Sales, 2008-2017 (in billions and % growth)
      • e-Commerce 2016-2020 forecast
        • Table Retail Sales: Total Sales and e-Commerce Sales Forecast, 2016-2020 (in billions and % growth)
      • Non-motor vehicle e-commerce 2016-2020 forecast
        • Table Retail Sales, Excluding Motor Vehicles: Total Sales & e-Commerce Sales Forecast, 2016-2020 (in billions and % growth)
    • Online shopping
      • Factors important to shopping online
        • Table Shopping for Household Products Online: Important Factors, 2017
      • Shipping
      • More consumers purchasing online and making more purchases online
        • Table Online Purchasing in Last 30 Days: Purchase Frequency, 2008-2017
      • Mobile purchasing catching on
        • Table Mobile Purchasing in Last 30 Days, 2014-2017
      • In-store purchasing shows signs of decline
        • Table Percentage of Consumers Making In-Store Purchase in Last Three Months, 2008-2017
      • In-store category declines vary; recent trends suggest in-store retail resilience
        • Table Percentage of Consumers Making In-Store Purchase in Last Three Months by Purchase Category, 2011-2017
      • Online category growth driven by food, cosmetics, pet, office supplies & home furnishings
        • Table Percentage of Consumers Making Online Purchase in Last Three Months by Purchase Category, 2015-2017
    • Amazon: the nuts and bolts
      • Well past the $100 billion mark yet 20%+ growth continues
      • Sales: much more than selling products
        • Table Amazon Product and Services Sales, 2014-2016 (in billions and % growth)
      • Retail and web services segmentation
        • Table Amazon North American Sales, 2014-2016 (in billions and % growth)
      • Feeding the beast
    • The Amazon shopper
      • Table Percent of Adults Who Have Purchased from Amazon, 2014-2017
      • Table The Amazon Shopper by Demographic, 2017
      • Demographic drivers
        • Table The Amazon Shopper: Age by HH Income, 2017
        • Table The Amazon Shopper: Population Density by HH Income, 2017
        • Table The Amazon Shopper: Married with Children by HH Income, 2017
    • Amazon products and services usage footprint
      • Shipping, cards, readers, subscriptions and media galore, and more
        • Table Amazon Products and Services Used, 2015, 2016 and 2017
      • Media and video: Amazon against the competition
        • Table Usage of Streaming Media Devices and Video Services by Type, 2017
      • Music and reading: Amazon against the competition
        • Table Usage of Streaming Media Devices and Video Services by Type, 2017
      • Amazon Drive
    • Amazon Prime
      • Own Prime, own the world?
      • Prime benefits
      • Amazon products and services timeline
        • Table Amazon Product/Service Timeline, 2005-2014
        • Table Amazon Product/Service Timeline, 2015-2017
      • A value wallop
      • Surpassing 80 million members
      • The Amazon Prime shopper
        • Table The Amazon Prime Shopper by Demographic, 2017
        • Table The Amazon Prime Shopper by Demographic, 2016-2017
    • The power of Prime
      • Prime users: Increased products and services engagement among touchpoints open to all
        • Table Amazon Products and Services Used: Prime vs. Non-Prime Users, 2017
      • Prime users: increasing engagement with Prime features over time
        • Table Amazon Prime Products and Services Used, 2015, 2016 and 2017
      • Prime users: average number of Prime benefits used increases over time
        • Table Amazon Prime Members: Products and Services Used, 2015, 2016 and 2017
      • Prime users: More frequent purchasers
        • Table Amazon Purchase Frequency Comparison: Amazon Prime Members vs. Non-Members, 2017
      • Prime users: heavier spenders
      • Prime products and services: demographic analysis
        • Table Amazon Prime Products and Services: Indexed Usage by Demographic, 2016-2017
      • Amazon Prime Day
    • Broadening reach: segmenting subscriptions
      • Amazon Family
      • Amazon Prime Student and Amazon @ Your University
      • Amazon Allowance
      • Amazon Prime for lower-income consumers
    • Broadening reach: growing and adding retail segments
      • Consumer packaged goods
      • The Amazon Subscribe & Save connection
        • Table The Amazon Subscribe & Save User: Key Demographics, Category, 2016-2017
      • Amazon Subscribe & Save retail category penetration
        • Table Amazon Subscribe & Save Usage by Product Category, 2016-2017
      • Apparel
      • Furniture
    • Broadening reach: into the television
    • Broadening reach: Entering social media
    • Broadening reach: Poking its head into new advertising segments?
    • Broadening reach: Is a wireless network next?
    • Broadening reach: All things Alexa
      • "Okay, Google"; "Hey, Siri"; . . . or just "Alexa"?
      • Eye-popping opportunity
      • Just getting warmed up: Alexa Deals
    • Broadening reach: multi-channel shopping
      • Table Percentage of Consumers Making Online Purchase in Last Three Months: Top 25 Retailers, 2015-2017
      • Amazon multi-channel initiatives
      • Protecting sales: in-store browsing prohibited
    • Amazon versus the competition
      • Walmart holds the purchase usage crown but will cede it to Amazon next year
        • Table Amazon vs. Major Retailers: Purchasers, 2014 vs. 2017
      • Major retailers: cross-usage of Amazon over time
        • Table Major Retailers: Purchasers and Purchasers Shopping at Amazon, 2014 vs. 2017
        • Table Amazon vs. Major Retailers: Indexed Usage by Gender, Age & HH Income Segments, 2017
        • Table Amazon vs. Major Retailers: Indexed Usage by Top Designated Market Area and Retailer, 2017
        • Table Amazon vs. Major Retailers: Indexed Usage by Metropolitan Area Grouping and Retailer, 2017
        • Table Amazon vs. Major Retailers: Indexed Usage by County Size and Retailer, 2017
      • Walmart: the in-store retail leader fights back
  • Financial Services
    • Financial services as key
      • Table Amazon Financial Services and Products, 2017
    • The power of rewards and loyalty: Amazon financial services
      • Prime Rewards
      • Amazon Prime Reload
      • Amazon credit cards
        • Table Amazon Purchase Frequency Comparison: Amazon Prime Users and Amazon Credit Card Users by Card Type, 2017
        • Table Payment Options Used and Used Most When Purchasing from Amazon, 2016
        • Table Payment Options Used and Used Most When Purchasing from Amazon: Amazon Store Card Users, 2016
      • Amazon-branded credit card growth
        • Table Amazon Credit Cards: Purchase Value and Share of U.S. Net Sales, 2015-2020 (in billions and % growth)
        • Table Amazon Credit Card Purchase Value by Card Type, 2015-2020 (in billions and % growth)
        • Table Amazon Rewards Visa and Amazon Store Card Usage, 2015, 2016 and 2017
    • Consumer interest in Amazon consumer financial services products
      • Table Interest in Amazon Financial Services and Products by Type, 2016
      • Table Interest in Amazon Financial Services and Products by Type: Prime vs. Non-Prime & Amazon Credit Card Holders, 2016
    • Leadership in experimentation
      • Amazon Anytime
    • Digital wallet moves
      • Pay with Amazon
        • Table Consumer Purchase Methods on the Internet, 2014
    • In-store payment moves
      • Amazon Pay Places
      • Amazon Go and Whole Foods
    • Unbanked and underbanked moves
      • Amazon Cash
      • Amazon Prime for lower-income consumers
    • Lending moves
      • Amazon Lending
      • Whole Foods
        • Table Reasons for Choosing Primary Bank, 2016
      • Installment payments: a PayPal Credit alternative?
    • B-2-B moves
    • Alexa voice commerce
      • Financial services ramifications and opportunities
      • For now, just the building blocks
    • Online payment method preferences
      • Credit cards are consumers' online payment method of choice; PayPal firmly established
        • Table Online Payment Methods Used by Type, 2014-2016
      • Differences in online payment methods used by major retailer
        • Table Online Payment Methods Used by Type and Major Retailer, 2017
    • Checking account, savings account and card usage
      • Table Online Shoppers: Checking Account, Savings Account and Card Usage by Type, 2017
    • Online and mobile checkout preferences
      • Checkout button usage by brand
        • Table Checkout Button Usage by Brand, 2016
  • Food Products
    • Grocery sales trends
      • U.S. food at home sales trends, by channel
        • Table Food at Home Sales, by Type of Outlet: 2007 vs. 2016
      • U.S. online grocery sales trends
        • Table e-Commerce Sales: Total Sales and Food and Beverage Sales, 2008-2017
        • Table e-Commerce Sales: Total Sales and Food and Beverage Sales, 2016-2020 (in billions and percentage growth)
        • Table Online Food & Beverage Sales: Total Sales and Amazon Sales, 2015-2020 (in billions and percentage growth)
      • Supermarkets continue to reign but online penetration approaches drug store and c-stores
        • Table Grocery/Fresh Food Purchasing Channels, 2017
    • Amazon versus the food and grocery competition
      • Major food retailers: cross-usage of Amazon over time
        • Table Supermarkets and Food Stores Shopped in Last Four Weeks: Usage and Share Purchasing from Amazon, 2014 vs. 2017
        • Table Amazon vs. Non-Amazon Shopper Population by Supermarkets/Food Stores Shopped, 2017
        • Table Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by HH Income Segments, 2017
        • Table Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by Age, 2017
        • Table Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by County Size, 2017
    • Amazon Fresh
      • Amazon Fresh Pickup
    • Amazon Fresh product matrix
      • Table Amazon Fresh: Purchase Choices, by Category 2017
      • Table Amazon Fresh: Purchase Choices, by Category 2017
      • Making an organic effort
        • Table Amazon Fresh: Organic Purchase Choices, Selected Categories, 2017
        • Table Amazon Fresh: Organic Purchase Choices, Selected Categories, 2017
      • The Amazon Fresh user
        • Table The Amazon Fresh User: Key Demographics, Category, 2016-2017
      • The fresh factor: What consumers view as important
        • Table Factors Influencing Fresh Produce, Meat or Seafood Shopping, 2016
      • Interest in Amazon Fresh shows promise
        • Table Interest in Amazon Fresh, by Demographic, 2016
      • Fresh Deals
    • Amazon Subscribe & Save
      • The Amazon Subscribe & Save user
      • Subscribe & Save retail category penetration
        • Table Amazon Subscribe & Save Usage, By Product Category, 2016-2017
    • Prime Pantry
      • Table Amazon Prime Pantry, Purchase Choices, by Category, 2017
    • Multi-channel food retail: The Whole Foods acquisition
      • Table Whole Foods, By the Numbers, 2014-2016
      • Table Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by Demographic, 2017
      • Table Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by Top Designated Market Area, 2017
      • Table Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by County Size and Metropolitan Area, 2017
      • Primed for online grocery?
        • Table Weekly Shoppers, Top 15 Supermarkets/Food Stores: Online Grocery Shopping Indexes, 2017
      • Primed to spend?
        • Table Weekly Shoppers, Top 15 Supermarkets/Food Stores: Share of Use, by Weekly Grocery Spending, 2017
    • Meal kits
      • Why meals kits make sense for Amazon
        • Table Fresh Meal Kit Delivery Usage: Online Grocery Shoppers, Amazon Users, Amazon Prime Users, and Amazon Fresh Users, 2017
      • How Amazon will put the heat on other providers
        • Table Fresh Meal Kit Delivery Usage: Online Grocery Shoppers, Amazon Users, Amazon Prime Users, and Amazon Fresh Users, 2017
      • Launch underway
  • Pet Products
    • Industry structure
      • Sales trends
      • Usage trends
        • Table Percentage of Consumers Making Online Purchase in Last Three Months, Top Five Growth Categories, 2015-2017
      • Key trends shaping the pet products industry In-store experience
    • Amazon versus the pet products competition
      • 2011-2017 pet supply purchasing trends, by retailer and channel
        • Table Pet Supply Purchasers, by Channel, 2011-2017
      • Loyal purchasers hold steady even while number of stores shopped increases
        • Table Pet Supply Purchasers: Average Number of Channels Used and Loyal Purchasers, 2011-2017
      • Sole-channel pet supply purchasers
        • Table Sole-Channel Pet Supply Purchasers, by Channel, 2011-2017
      • Online pet product/supply purchasing gaining traction; online-only is another matter
        • Table Sole Channel Pet Supply Purchasers, by Channel, 2011-2017
      • The Amazon threat
        • Table Amazon vs. Petco and PetSmart: Purchasers and Purchasers Shopping at Amazon, 2014 vs. 2017
        • Table Amazon vs. Petco and PetSmart: Online Purchasers and Online Purchasers Shopping at Amazon, 2017
        • Table Pet Supply Purchasing Indexes by Channel vs. Amazon Purchasers, by Age, HH Income Segments and County Size, 2017
        • Table Pet Supply Purchasing, by Channel: Amazon Users vs. Non-Users, 2017
      • Sole-channel pet product and supply purchase channels used: Amazon users vs. non-users
        • Table Sole Channel Pet Supply Purchasers, by Channel: Amazon Users vs. all Pet Owners, 2017
    • Multi-channel pet product purchasing analysis
      • In-store, veterinarian and online pet product purchasing
        • Table Pet Product Purchases: In-Store, Online, and Veterinarian, 2017
      • In-store only vs. online-only pet product purchasing
        • Table Pet Product Purchases: In-Store, In-Store Only, Online, and Online Only, 2017
      • The big picture: usage across channels
        • Table In-Store/Online, In-Store and Online Pet Product Purchases: Brick and Mortar and Internet Retailers, 2017
      • Brick and mortar players
        • Table Brick and Mortar Retailers: In-Store/Online, In-Store and Online Pet Product Purchases, 2017
        • Table Brick and Mortar Retailers: In-Store Pet Product Purchasers, In-Store-Only Share, 2017
        • Table Brick and Mortar Retailers: Online Pet Product Purchasers, Online-Only Share, 2017
      • IInternet-only players
        • Table Online Pet Product Purchases, by Internet Retailer, 2017
        • Table Amazon Pet Product Purchasers: Multi-Channel Pet Product Shopping, by Major Retailer, 2017
    • Pet product spend: multi-channel analysis
      • Table Share of Pet Product Spending, In-Store, Online and Other, 2017
      • The Amazon connection
        • Table Multi-Channel Pet Product Spending Share: Amazon Pet Product Purchasers, 2017
        • Table Multi-Channel Pet Product Spending Share, by Brick and Mortar Retailer, 2017
    • Amazon pet products matrix
      • Amazon pet products
        • Table Amazon Dog Products: Purchase Choices, by Category and Amazon Program, 2017
        • Table Amazon Cat Products: Purchase Choices, by Category and Amazon Program, 2017
    • Amazon Subscribe & Save
      • Pet product subscription services
        • Table Online Pet Product Purchasers and Subscription/Auto-Ship Orders, by Internet Retailer, 2017
      • Amazon Subscribe & Save
        • Table Amazon Subscribe & Save Usage, By Product Category, 2016-2017
    • Amazon Fresh
      • Elbow butter in Amazon Fresh? Genius!
      • FreshPet front and center
      • Private label pet? Not yet
  • Appendix
    • Table indexes

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