There is huge growth potential, with Amazon’s penetration rate in the UK reaching 93%!

In order to understand the changing purchasing behavior of consumers, research firm Pattern recently surveyed British online shoppers and produced a " British Shopper Report 2022" . The results show that Amazon has become one of the preferred shopping platforms for British consumers, with a penetration rate of 93% in the UK .

Data shows that in 2021, 93 % of British online shoppers purchased goods from Amazon , which is the same as in 2020. During the epidemic lockdown, Amazon gained a group of new customers in the UK.

Another finding from Pattern is that 89% of UK online shoppers purchased gifts online in 2021, of which 67 % said they bought gifts from Amazon , which is much higher than the proportion of people who bought gifts from omnichannel retailers' websites (48%) or online retailers only ( 34 %) .

The 2022 UK Shopper Report also found that Amazon Prime usage has increased by 17% in the UK , with approximately 58.5% of online shoppers having subscribed to Amazon Prime . This also means that Amazon still has huge growth potential in the future , as Prime membership can increase consumer loyalty to the platform to a certain extent .

In 2022, 44.7 % of UK online shoppers said they had a Prime account , and an additional 13.8% used a friend or family member 's account , compared to just 40% in 2021. Additionally, consumers aged 18-24 are most likely to use someone else's Prime account, while consumers aged 35-44 are most likely to have their own Prime account.

The data suggests that Amazon UK will continue to encroach on other retailers’ market share. EDGE By Ascential predicts that Amazon will become the UK’s largest retailer by gross merchandise value (GMV) in 2025 .

In addition, Pattern also made predictions about Amazon's future sales in the UK . Pattern believes that the number of shoppers who plan to spend more on the Amazon platform is higher than those who plan to spend less compared to 2021. 25.3% of Amazon customers expect to spend more on the Amazon platform in 2022 , while 13.2% plan to spend less . Another 61.5% expect to spend about the same as in 2021.

Amazon

U.K.

E-commerce