Amazon Market Research, Industry Trends, Market Share, Consumer Insights


Published: 10/16/2019
Pages: 217
Full Study Price: US$ 3,995

In addition to selling products directly, Packaged Facts estimates that Amazon’s U.S. third-party sales reached $130 billion in 2018, 70% more than the company’s $77 billion in U.S. first-party sales. Amazon has:

  • a robust reseller program that allows participants to sell their products on its websites and their own branded websites and to fulfill orders through Amazon
  • programs that allow authors, musicians, filmmakers, app developers, and others to publish and sell content

Chapters included in the study:

U.S. Grocery Market Focus: The Amazon Food Shopper

Strong commitments to developing online grocery services by Amazon and Walmart – the country’s two largest food e-commerce players – have helped boost market growth. Amazon’s acquisition of Whole Foods Market in June 2017 and its expansion into perishable items through AmazonFresh and Amazon Prime Pantry have prompted Walmart to increase investment in promoting online services and curbside pickup. Such activities have in turn helped convince other grocery retailers to adapt to e-commerce in order to remain competitive.

Amazon Strategies: Financial and Payment Services

More than 460 Whole Foods location locations translate not only to 460 instant distribution centers but also (potentially) the same number of in-store bank branches. Why not make them Amazon-branded branches? The key to offering financial services and products involves strengthening the Prime membership proposition. Amazon knows how to do this very well and has applied that expertise already to successful financial services forays. In light of its scale, historical success, and ambition, any of the following are possible:

  • Amazon Prime checking accounts: Amazon Prime members get no-fee checking; non-Prime members must join Prime to qualify.
  • Amazon Prime savings accounts: Amazon Prime members get very competitive savings rates; non-Prime members must join Prime to qualify.
  • Amazon Prime financial services platforms, such as Amazon Auto. These programs could offer discounts on major purchases to Prime members.

U.S. Pet Market Focus: The Amazon Pet Food and Supplies Shopper

For all players—brick-and-mortar, multi-channel, and online-only alike—the good news is that the pet products market itself continues to grow. However, the sheer size of the Amazon user base, coupled with its aggressive growth, huge Amazon Prime membership base, ability to meet a very wide range of product needs within that category, and an Amazon Prime value proposition that is very hard to beat make Amazon very threatening competition.

To gauge the size of the shadow Amazon is casting over its pet market competitors, Packaged Facts trends pet owner purchase use of two key retailers, Petco and PetSmart, over time, while identifying the percentage of users who also purchase (any) products and services at Amazon.

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Table Of Contents

  • 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