The e-commerce giant is not appealing to consumers aged 18 to 25. According to a recent article published by the Mintel foresight firm, 47% of American Zs explain that they are trying to limit their purchases on the platform, as they refuse to support its full power.
Currently, Amazon is the website most used by Americans (84%) to make their purchases.
But the Zs are putting up a fight! 60% of them feel that the heavyweight has too great a monopoly on electronic distribution, and 39% even confide that they are “tired” of hearing about Amazon.
“The company continues to exert a strong pull on most online shoppers. However, it is not always the Z’s first choice. Their consumer behavior indicates a preference for personalization over privacy. They are inclined to discover new brands, which doesn’t always match the mass appeal of the e-commerce giant,” analyzes Diana Smith, Associate Director, Client Advisor, Retail & e-commerce at Mintel. “Amazon and other major retailers may need to rethink their youth strategy to increase loyalty among this demographic. The key is to understand how this generation thinks, buys and perceives the world around them, which implies unique and personalized shopping experiences.”
