Amazon Strategies and the Amazon Shopper, 2nd Edition

 
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Published Oct 16, 2019 | 217 Pages | Pub ID: LA15895393

Amazon Strategies and the Amazon Shopper, 2nd Edition

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Even while Amazon’s sales have surpassed $200 billion, its heady growth continues. Packaged Facts estimates Amazon’s U.S. gross merchandise sales will comprise 43% of U.S. e-commerce sales in 2019, up from 28% in 2015, propelled by a combination of increasing retail category depth and breadth; increasing depth and breadth of its Amazon Prime loyalty program; significant technological innovation; and a major foray into omni-channel retailing. And yet the tide may be changing, as more and more retailers adapt to omni-channel realities.

For participants in markets affected by its growth, understanding Amazon’s value proposition and its evolving relationship with the consumer across retail categories and channels is of paramount importance. This report provides that 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 Amazon Landscape focuses on Amazon consumer usage and engagement trends and related consumer usage and engagement strategies, as well as Amazon’s competitive positioning.

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 Amazon’s strategies to broaden its reach into U.S. homes and wallets. Analysis also includes total retail, e-commerce, and Amazon sales trends; retailer strategies used to fight back against Amazon, including Best Buy, Home Depot, Kohl’s, and Walmart; delivery and pickup trends, including click-and-collect and subscription services and related retailer leadership; retailer-specific mobile app usage and the Amazon app experience; Alexa voise assistant usage and usage methods; and rationales for not using Alexa.

Amazon Category Analysis: Grocery focuses on online grocery purchasing trends over time to assess purchase channel (online and in-store) shifts and preferences according to major retailer and retailer channel, and it considers Amazon’s foray into the online grocery market.

Analysis is devoted to the role Amazon plays in shaping grocery trends, with attention to Amazon cross-usage among major food retailers over time; consumer usage of Amazon services such as Amazon Fresh, Subscribe & Save, Prime Pantry, and Prime Now; and trends and strategies related to Whole Foods and physical store expansion. Data provided include Whole Foods and Amazon cross-usage and cross-pollination; online grocery usage trends; grocery retailer strategies used to fight back against Amazon, including Kroger and Walmart; Amazon cross-usage trends and online grocery potential among major supermarket/food retail chains; Amazon Prime Now usage by category and the Prime Now app experience; Subscribe & Save, Prime Pantry, and AmazonFresh usage trends; and meal kit and Amazon cross-usage and cross-pollination trends.

Amazon Category Analysis: Pet Products and Supplies focuses on consumer pet products purchasing trends over time to assess purchase channel (online, in-store, and multi-channel) shifts and preferences according to major retailer and retailer channel. As part of this focus, this report analyzes retailer loyalty over time and share of spend by purchase channel. Throughout the report, analysis is devoted to the role Amazon plays in shaping these trends, cross-usage of Amazon by customers of other major pet product retailers, and Amazon’s influence on online, in-store and multi-channel purchasing preferences. This chapter also analyses Amazon Subscribe & Save, Amazon Fresh, Prime Now, and other features and services as they relate to the company’s approach to the pet category.

Amazon Category Analysis: Financial Services focuses on Amazon financial services and payments consumer usage and engagement trends and related consumer usage and engagement strategies, as well as Amazon’s competitive positioning over time. It also assesses future opportunities and ramifications related to its current financial services and payments products as well as those in development. Much attention is paid to the Amazon loyalty and value proposition, its relationship to these financial services and payments products, and their mutual relationship to Amazon Prime. Content coverage includes the Amazon cardholder loyalty in action; growth strategies and rationales, such as branch banking, installment payments, debit, Alexa-based applications, Amazon Pay, and Amazon Business; how Amazon’s payment options to broaden the target audience; online payment method preferences among Amazon users and users of major competitors; and Amazon credit card usage and purchase value trends.

  • Executive Summary
    • Report Scope
    • Report Summary
      • The Amazon Landscape
      • Amazon: Financial Services
      • Amazon: Food Products
      • Amazon: Pet 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
    • Fighting Back with Services
      • 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
      • Not Just Walmart: Best Buy Services Help Weather E-Commerce Storm
    • To Partner or Not to Partner?
      • The Kohl's Success Story
        • Table Kohl's Net Sales, 2014-2018 (billion dollars)
    • Fighting Back: Best Buy
      • Home Delivery: Reading the Tea Leaves Pays Off
      • Physical Stores: a Click-and-Collect Renaissance
      • Leveraging the In-Store Experience: Customer Service
      • Leveraging the In-Store Experience: Omni-Channel Courtship
      • Leveraging the Digital Channel: In-Store Incentive
      • Bottom Line: Stable Growth After Years of Decline
        • Table Best Buy U.S. Revenue, 2014-2018 (billion dollars)
    • Fighting Back: Home Depot
      • Omni-Channel Success
      • Digital Customer Service Enhancements Make a Difference
      • The Need for Delivery Speed
      • Bottom Line: Strong Sales Continue
        • Table The Home Depot U.S. Net Sales, 2014-2018 (billion dollars)
    • 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 Is Entering 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)
  • Financial Services
    • Up Next: Branch Banking?
      • Table Reasons for Choosing Primary Bank by Age Bracket, 2019 (index)
      • Table Reasons for Choosing Primary Bank by HH Income Bracket, 2019 (index)
    • Up Next: Installment Payments?
      • Table In-Store and Online Retailer Purchase Methods: Cash-, Credit Card-, and Financing-Based: Online Purchasers, Amazon Purchasers, and Amazon Prime Members, 2019 (percent)
      • Table PayPal Credit Purchase Value and Loan Receivables, 2015-2018 (billion dollars)
    • Here Now: Voice Commerce
      • Table Amazon Alexa/Alexa App Use: Share of Amazon Purchases vs. Prime vs. Non-Prime Users, 2019
      • Ramifications and Opportunities
        • Table Amazon Alexa Skills Used by Amazon Prime Members, 2019 (percent)
    • Payment Options to Broaden the Target Audience
      • Here Now: EBT and Amazon Prime for Lower-Income Consumers
      • Here Now: The Amazon Credit Builder Card
      • Up Next: Co-Branded Debit, Anyone?
        • Table Credit Card and Debit Card Monthly Purchase Frequency by Major Retailer, 2019 (percent and index)
    • B-2-B moves
      • Extended Terms
      • Amazon Business Prime American Express Card
      • Line-Item Detail on Commercial Cards
      • Data Analytics
    • Basket-Shaping Payment and Pricing Incentives
      • How It Works
      • Consumer Interest
        • Table Influence of Smart Cart Pricing Options on Consumer Purchase Decision by Pricing Option, 2019 (percent)
    • Amazon and Payments
      • Amazon-Branded Consumer Credit Cards
        • Table Amazon Private Label and Co-Branded Credit Card Use Penetration: All Adults vs. Amazon Prime Members, 2019 (percent and millions of people)
      • The Nuts and Bolts: Amazon Visa Credit Cards
      • The Nuts and Bolts: Amazon Private Label Credit Cards
      • The first general-purpose private label credit card?
      • Cardholder Loyalty in Action: Let Me Count the Ways
      • Cardholder Loyalty in Action: Purchase Frequency and Purchase Value
        • Table Mean Amazon Prime Member Amazon Purchase Frequency and Amount: By Amazon-Branded Credit Card Status, 2019
      • Cardholder Loyalty in Action: Influence on Payment Methods Used on Amazon
      • Purchase Value Trends
        • Table Share of Prime Cardholders and Mean Monthly Purchase Value: By Monthly Amazon Prime Credit Card Spending Bracket, 2019
        • Table Amazon In-Store and Out-of-Store Consumer Credit Card Purchase Value by Card Type, 2018 (billion dollars and percent)
    • Points: Powerful Amazon Currency
      • Shop with Points
      • A Win-Win
    • Gift Cards: A Strong Supplemental Payment Choice
      • Table Payment Methods Used and Used Most at Amazon by Amazon Prime Members: Amazon Credit Card Holders vs. Non-Holders, 2019
      • An Assist: Amazon Prime Reload
    • Amazon Cash
    • Digital Wallet Moves
      • Amazon Pay
    • Online Payment Method Preferences
      • Credit Cards Online Payment Method of Choice
      • PayPal Digital Wallet Power
        • Table Online Payment Methods Used by Online Shoppers, 2019
      • Differences in Online Payment Methods Used by Major Retailer
        • Table Online Payment Methods Used by Online Shoppers: By Major Retailer, 2019
  • Food Products
    • E-Commerce Context
    • 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
      • In Detail: Walmart
      • 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
  • Pet Products
    • Overall Pet Industry Sales
      • Pet Product E-Commerce
      • Online Shoppers for Pet Products: Demographics and Psychographics
        • Table Online Pet Product Customer Base by Dog or Cat Ownership Classification, 2008, 2013, and 2018 (in percent and thousands of U.S. dog- or cat-owning households)
      • Projected Channel and E-tail Shares in 2023
        • Table U.S. Pet Product Sales: Modeling of Shifts in Retail Channel Shares, 2015, 2018, 2019, &2023 (percent of overall sales)
        • Table U.S. Pet Product Sales: Modeling of Shifts in Retail Channel Shares, 2015, 2018, 2019, &2023 (dollar sales in billions)
        • Table U.S. Pet Product Sales: Projected Shifts in Top Website Sales, 2019 vs. 2023 (percent of overall sales)
    • 2015-2019 Pet Product Purchasing Trends by Retailer and Channel
      • Table Pet Product Purchasers Share by Channel, 2015-2019
      • Loyalty Holds Steady Even While Average Number of Purchase Channels Increases
        • Table Pet Product Purchasers: Average Number of Channels Used and Loyal Purchasers, 2015-2019
      • Sole-Channel Pet Product Purchasers Segueing to Online Channel
        • Table Pet Product Purchasers Share by Channel, 2015-2019
      • Exclusive Use of Online Channel to Purchase Pet Products Gains Traction
        • Table Sole-Channel Pet Product Purchaser Share by Channel, 2015-2019
    • Amazon Use and Cross-Use Trends
      • Table Amazon vs. Petco and PetSmart: Purchasers and Purchasers Shopping at Amazon, 2015-2019 (percent)
      • Table Amazon vs. Petco and PetSmart: Online Purchasers and Online Purchasers Shopping at Amazon, 2015- 2019
      • Table Pet Product Purchasing Channel Indexes: By Age Bracket, HH Income Bracket, and County Size, 2019
      • Amazon Users vs. Non-Users
        • Table Pet Product Purchaser Share by Channel: Amazon Users vs. Non-Users, 2019
        • Table Pet Product Purchaser Share by Channel: Amazon Users vs. Non-Users, 2019
    • Multi-Channel Pet Product Purchasing Analysis
      • Walmart Is the Top Brick-and-Mortar Pick Among Pet Product Shoppers
        • Table Channel Choices for Pet Products, Last Three Months: 2019 (percent of pet product buyers)
      • Amazon Top Website Among Pet Product Shoppers
        • Table Websites for Pet Product Purchases, Used in the Last Three Months: 2019 (percent of pet product buyers)
    • Pet Product Subscription Service Use
      • Table Subscription Service Users, 2018 vs. 2019 (percent)
      • Table Subscription Service Retailer Used Most, 2019 (percent)
      • Amazon Is Growing Stronger: Pet Food a Standout Success
        • Table Amazon Subscribe & Save Use by Product Category, 2016-2017 vs. 2019 (percent)
    • Amazon Pets Subscribe & Save
    • Hitting the Trends
      • Private Label Pet? You Bet
      • Exclusivity
      • Humanization and Premiumization
      • Fresh Pet Food
    • Click-and-Collect Takes Hold
      • Table Click-and-Collectors, 2018 vs. 2019 (percent)
      • Leading Click-and-Collect Retailers
    • The New Consumer Expectation: Amazon Prime Now
      • Pet Products a Prime Now Draw
        • Table Amazon Prime Now: Products Delivered and Delivered Most Share, 2019
  • Appendix
    • Methodology
      • Consumer Survey Methodology
      • Population Estimates
      • County Size Definitions
      • Table Indexes

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