Pattern research: Amazon’s growth yet to peak in the UK

Pattern has for a second year polled UK online shoppers to understand their changing buying behaviour, particularly in relation to Amazon.

The e-commerce specialist surveyed 1,000 people.

89% bought gifts online in 2021, with 67% saying they’d done so from Amazon; a higher percentage than reported purchasing gifts from omnichannel retailers’ websites (48%) or online only retailers (34%). 

Amazon Prime usage, meanwhile, has increased by 17% to stand at 58.5% of all online shoppers.

In 2022, 44.7% of online shoppers report having a Prime account; with a further 13.8% making use of someone else’s account.

In 2021, 40% had a Prime account and 10% made use of someone else’s account. The 18-24 age group are most likely to do this (31%), while the 35-44 age group are most likely to have their own Prime account (54%).

Other findings include: 93% of UK online shoppers bought from Amazon in 2021 - the same rate as for 2020 - showing how the e-commerce giant has been able to retain the customers it acquired during lockdown.

93% of UK online shoppers gave at least one reason for visiting Amazon in the past year that indicates they use the platform when first deciding what to buy, and where to buy it from.

63% had visited Amazon to check the price of products, 56% to look for gifts, 50% to check product information and 37% for purchase inspiration.

Pattern’s Global Head of Marketing Joanna Perry says: “Our consumer poll results add to the growing weight of evidence that Amazon’s growth has yet to peak in the UK.”

“In addition to direct indicators of increasing GMV, the growth in Prime usage and reliance on Amazon for product and pricing information demonstrate the marketplace’s success in making itself an essential platform for UK online shoppers.”