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U.S. Grocery Market Focus: The Amazon Food Shopper, 2nd Edition

U.S. Grocery Market Focus: The Amazon Food Shopper, 2nd Edition

A spin-off from the larger Packaged Facts report Amazon Strategies and the Amazon Shopper, 2nd Edition, this focused study analyzes online grocery purchasing trends over time to assess purchase channel (i.e. online and in-store) shifts and preferences according to major retailer and retailer channel, considering Amazon’s foray into the online grocery market.

Analysis in U.S. Grocery Market Focus: The Amazon Food Shopper, 2nd Edition is devoted to the role Amazon plays in shaping grocery trends, with attention paid to Amazon cross-usage among major food retailers over time; consumer usage of Amazon services such as Amazon Fresh, Subscribe & Save and Prime Pantry; the effect of Amazon’s Whole Foods acquisition on the marketplace (including demographic synergies across market areas); and its effect on prepared foods such as fresh meal kits.


  • Executive Summary
    • Report Scope
    • Report Summary
      • The Amazon Landscape
      • Amazon: Food Products
  • The Amazon Landscape
    • Amazon Sales Trends
      • Past the $200 Billion Mark yet 20%+ Growth Continues
      • Sales: Much More Than Selling Products
        • Table Amazon Net Sales: Products and Services, 2014-2018 (billion dollars)
        • Table Amazon Net Sales: North America, International, and AWS Segments, 2014-2018 (billion dollars)
      • U.S. Net Sales Trends
        • Table Amazon U.S. Net Sales by Category, 2014-2018 (billion dollars)
      • U.S. Gross Merchandise Sales Trends
        • Table Amazon U.S. Gross Merchandise Sales, 2014-2018 (billion dollars)
      • Will Amazon Have the Most Sales in 2022
        • Table Walmart and Amazon U.S. Sales, 2017-2022 (billion dollars)
      • Amazon E-Commerce Sales Versus the Competition
        • Table U.S. Retail and E-Commerce Sales: Walmart, Amazon, Costco, and Target, 2014-2018 (billion dollars)
    • Amazon Products and Services
      • Amazon Products and Services Use Footprint
      • Digital Media: Amazon vs. the World
        • Table Media Use by Type, 2015-2019 (percent)
        • Table Digital Music Service Used by Brand, 2015-2019 (percent)
        • Table Streaming Media Device Used by Brand/Type, 2015-2019 (percent)
        • Table Digital Devices Used to Read Books/E-Books, 2015-2019 (percent)
    • Going Toe-to-Toe with Amazon
      • Factors Important to Shopping for Products Online
        • Table Factors Important to Shopping for Products Online, Ranked by Importance, 2019
    • Walmart and Amazon
      • Walmart Flexes In-Store Muscle
        • Table Walmart In-Store Services Used, 2018 (percent)
      • In-Store Services Use: Influence on Other Purchases
        • Table Walmart In-Store Purchasers by Retail Category: All Adults vs. Walmart In-Store Services Users, 2018 (percent)
      • Walmart Personal Shopper Service: Jetblack
    • Trends Shaping the Amazon Landscape
      • E-Commerce Continues to Grow Retail Sales Share
        • Table Retail Sales and E-Commerce Sales: Retail Sales vs. Retail Sales Excluding Auto and Gas, 2010-2019 (billion dollars)
      • Internet-Only E-Commerce Outpacing Omni-Channel E-Commerce Sales Growth
        • Table E-Commerce Sales: In-Store, Direct, Internet-Only, and Omni-Channel, 2015-2022 (billion dollars)
        • Table E-Commerce Sales Share: In-Store, Direct, Internet-Only, and Omni-Channel Sales, 2015-2022
      • Will Amazon Account for Half of E-Commerce Sales in 2022?
        • Table U.S. E-Commerce and Amazon U.S. Gross Merchandise Sales, 2015-2022 (billion dollars)
    • Delivery and Pick Up Trends
      • Home Delivery Still the General Rule
        • Table Home Deliveries, 2018 vs. 2019 (percent)
      • Amazon's Bread and Butter
      • But Amazon Can't Deliver Everything
    • Click-and-Collect Enters the Mainstream
      • Table Share of Online Purchasers Who Click and Collect, 2018 vs. 2019 (percent)
      • Leading Click-and-Collect Retailers
        • Table Click-and-Collect: Store Used for Last Pick Up, 2018 vs. 2019 (percent)
      • Click-and-Collect Incentivizes In-Store Purchasing
        • Table Click-and-Collect: Influence on In-Store Purchasing Behavior at Pick Up, 2018 vs. 2019 (percent)
      • How to Incentivize Click-and-Collect?
    • Subscription Services
      • Table Subscription Service Users, 2018 vs. 2019 (percent)
      • Amazon Way Out Front
        • Table Subscription Service Retailer Used Most, 2019 (percent)
        • Table Amazon Subscribe & Save Use by Product Category, 2016-2017 vs. 2019 (percent)
    • The App Experience
      • Retailer-Specific Mobile Apps Are an Important Means of Consumer Engagement
        • Table Retailer-Specific Mobile App Use and Use in Last 30 Days, 2019 (percent)
        • Table Retailer-Specific Mobile App Use and Use in Last 30 Days: By Gender and Age Bracket, 2019 (percent)
      • Retailer-Specific Mobile App Use Methods
        • Table Retailer-Specific Mobile App Use Methods: Used vs. Not Used and Potential for Use Again, 2019 (percent)
        • Table Retailer-Specific Mobile App Use Action: By Gender and Age Bracket, 2019 (percent)
      • The Amazon App Experience
    • All Things Alexa
      • "Okay, Google"; "Hey, Siri"; . . . or Just "Alexa"?
      • Apple Left in the Dust?
        • Table Amazon Alexa/Alexa App Use: Used: Prime vs. Non-Prime Users, 2019 (percent)
      • Beyond the Speaker
      • Amazon Alexa Skills
        • Table Amazon Alexa Skills Used: Prime vs. Non-Prime Users, 2019 (percent)
      • Eye-Popping Opportunity
      • Why Not Use Alexa?
        • Table Reasons for Not Using Alexa, Amazon Prime vs. Non-Prime Users, 2019 (percent)
      • Alexa-Only Deals
    • The Amazon Prime User
      • Own Prime, Own the World?
      • Prime Benefits
        • Table Timeline of Key Amazon U.S. Products and Services, 2005-2019
      • A Value Wallop
      • Surpassing 100 Million Members
      • The Power of Prime: Engagement
        • Table Amazon Prime Services Used and Considered Most Important, 2019 (percent)
        • Table Amazon Prime Members: Products Used, 2019 (percent)
        • Table Amazon Products and Services Used: Prime vs. Non-Prime Users, 2019 (percent)
  • Food Products
    • E-Commerce Context
      • United States: Sales Trends & Forecast
    • Amazon Grocery
    • Whole Foods Market
      • Amazon and Whole Foods: An Ideal Omni-Channel Grocery Partnership
        • Table Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by Demographic, 2019
      • Pricing: A Thorny Issue
      • Omni-Channel Purchasing and Delivery: Primed for Prime Now
        • Table Online Home Delivery, Online Grocery Delivery, and Online Purchasing: Whole Foods Users vs. All Adults, 2017-2019
    • Amazon Go, Go, Go
    • Online Grocery Usage Trends
      • Online Food/Grocery Ordering Usage Trends
        • Table Online Food/Grocery Ordering in Last 3 Months, 2014-2019
      • Online Grocery Delivery Usage Trends
        • Table Online Grocery Delivery Service Usage, by Provider, 2017-2019
    • Click-and-Collect and the Amazon Grocery Shopper
      • Table Click-and-Collectors, 2018 vs. 2019
      • Leading Click-and-Collect Retailers
        • Table Click and Pick Up: Store Used for Last Pick Up, 2018 vs. 2019
      • Amazon Prime Now
        • Table Amazon Prime Now: User Satisfaction Ranking, 2019
        • Table Amazon Prime Now: Products Delivered and Delivered Most, by Product Category, 2019
      • The Amazon Prime Now App Experience
    • Subscribe & Save and the Amazon Grocery Shopper
      • Subscribe & Save usage penetration and assortment trends
        • Table Amazon Subscribe & Save Usage, By Product Category, 2016-2017 vs. 2019
    • Prime Pantry and the Amazon Grocery Shopper
    • AmazonFresh and the Amazon Grocery Shopper
      • Diminished Focus
      • AmazonFresh Pickup still a pilot
    • Meal Kits and the Amazon Grocery Shopper
      • Why Meals Kits Make Sense for Amazon
        • Table Online Food/Grocery Ordering and Online Meal Kit Delivery Service Usage: Amazon Users vs. Non-Amazon Users, 2019
        • Table Online Food/Grocery Ordering and Online Meal Kit Delivery Service Usage: Cross-Usage, 2019
      • Product Assortment Trends
    • Key Competitors: Grocery Strategies
      • Well-Positioned
      • The Need to Grow SKUs
      • Shrinking the Superstore to Provide Convenience
      • The Last Mile: In-Home Delivery and Inventory Replenishment
    • In Detail: Kroger
      • Making Up Lost Ground
      • Anything, Anytime, Anywhere
      • Omni-Channel Traction
      • Righting the Ship
      • Expanding Food-Centric Offerings Through Partnerships and Acquisitions
    • Top Supermarket/Food Retail Chains: Usage Changes over Time
      • Table Top 20 Supermarket/Food Retail Chains, by Usage Penetration, 2015-2019
    • Bricks-and-Mortar and Online Grocery Retailer Usage
      • Table Groceries Purchased from in Last Three Months and Used Most, by Retailer, 2019
    • Supermarket/Food Retail Chains: Amazon Cross-Usage Trends
      • Table Share of Supermarket/Food Store Users Who Order from Amazon, by Supermarket/Food Store, 2016 vs. 2019
      • Table Share of Amazon Users Who Shop at Supermarket/Food Stores, by Supermarket/Food Store, 2016 vs. 2019
      • Table Share of Amazon Users Who Shop at Supermarket/Food Stores, by Supermarket/Food Store, 2016 vs. 2019
    • Supermarket/Food Retail Chains: Online Grocery Potential
      • Table Top 20 Supermarket/Food Retail Chains: Usage and Online Grocery Usage, 2019

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