The age of Amazon

Almost nine in 10 Brits do their shopping on Amazon.

In addition, more Amazon shoppers increased their shopping (21 per cent) with the online retailer than decreased it (13 per cent) in the year up to October 2018.

This is according to new research from Mintel, highlighting the ongoing popularity of the retail giant.

Overall, the research shows that 70 per cent of Amazon customers shop with the retailer at least once a month, while 17 per cent use the retailer on a weekly basis.

Electricals is one of the most popular categories (at 30 per cent) while hardcopy media (books, DVDs or video games) was found to be the most popular (39 per cent).

An impressive 45 per cent of households in the UK have some form of Amazon produced device, with Kindle (23 per cent), Fire TV/TV Stick (16 per cent), Fire Tablet (14 per cent), and Echo (11 per cent) proving the most popular, according to Mintel’s Online Retailing report from July last year.

Furthermore, just over half of Amazon users assume that the e-retailer has the cheapest prices, while nearly three quarters of Amazon shoppers say it is the first retailer they go to when shopping online.

Nick Carroll, Mintel Associate Director of Retail, said: “The retail giant has expanded far past the bounds of normal retail operations into media streaming, consumer electronics and cloud computing. Amazon has built a platform that customers are both happy to use, and pay for the privilege of doing so via its various subscription services.”

“Vast majority of retail sales still come through physical stores”

Almost half (45 per cent) of Amazon users believe that the e-tailer is responsible for physical stores closing, and three quarters of Amazon shoppers say they often check the prices of products they see in-store on Amazon. Although, some 40 per cent of users believe it supports independent retailers.

“Amazon’s growth has no doubt wounded rivals, but it is not the ‘high street’ killer that it is often painted out to be,” Mr Carroll continued. “It has certainly led on, and to a degree enforced, many trends that have come to define 21st century retail, however it is not all conquering at present. Indeed, even if the retailer accounted for roughly 50 per cent of the online market held by online-only retailers, it would only account for around nine per cent of all UK retail sales.

“And despite the popularity of online retailing as a whole, the vast majority of all retail sales (82 per cent) in the UK still come through physical stores. This leaves much room for its own growth but equally for rivals to fight back.”