A new study conducted by Jefferies provides fresh insights into shifting consumer behaviors among U.S. Amazon shoppers. The research draws on data from tens of thousands of recent transactions and surveys, revealing evolving preferences in product categories, loyalty motivation, and price sensitivity. These findings may inform both Amazon’s strategic direction and broader e-commerce trends.
Key takeaways include a growing emphasis on convenience-driven products—household essentials, groceries, and health items have seen a significant uptick in repeat purchases. Seasonal categories such as outdoor equipment and tech gadgets remain popular, though competition from third-party platforms appears to be growing. Notably, consumer loyalty is increasingly linked to value-added services like Prime membership perks, free shipping, exclusive promotions, and accessible customer service.
The survey also highlights price sensitivity among shoppers, with noticeable spikes in deal-seeking behaviors during major sales events. Subscribers to Amazon’s subscription bundles report high satisfaction rates, suggesting that recurring-purchase incentives are effective retention tools. However, shoppers also express concerns over late deliveries and subscription fatigue—areas Amazon must address to maintain its competitive edge.
These findings reinforce the core strengths of Amazon’s ecosystem: logistics efficiency, membership benefits, and an extensive product catalog. Yet, they also highlight vulnerabilities around customer experience and the increasing relevance of value-for-money considerations. As industry competitors elevate their e-commerce capabilities, Amazon’s ability to adapt to consumer expectations and streamline services will be key to sustaining loyalty and growth.