32% of UK Amazon customers feel “guilty” for shopping with giant

Amazon shoppers in the UK say they feel “guilt” and “buyers remorse” after shopping with the retail giant with many stating they want to cut down on purchases.

Nearly a third (32 per cent) of UK shoppers said they feel guilty every time they shop with Amazon, while 43 per cent of those said their guilt was so bad they wanted to cut down on purchases made with the retailer.

According to new research from digital experience experts Sitecore, shoppers aged between 25 and 40 were most likely to regret using Amazon, instead favouring smaller independent businesses with a clear environmental and social commitments.

While around 44 per cent of this age group said shopping with Amazon made them uncomfortable, millennials were the biggest Amazon shoppers with 46 per cent shopping with the company weekly and 73 per cent subscribing to Amazon Prime.

READ MORE: Amazon enters “golden age” as Q1 sales smash estimates rising 44%

“Today’s consumers, particularly the younger generations, want to make a contribution to society by supporting local businesses,” Sitecore’s spokesperson Paige O’Neill said.

“They have become more conscious about the brands they shop with and increasingly choose to support brands that have committed to a social purpose. They expect brands to treat employees fairly.

“These results show that Amazon fatigue could be setting in with buyers.”

It comes just days after Amazon blitzed expectations in the first quarter seeing sales soar 44 per cent to over $100 billion.

Over its first quarter Amazon saw net sales top $108.5 billion, coming comfortably above Wall Street estimates of $104.5 billion, while profit after tax more than tripled on the same period last year jumping from $2.5 billion to $8.1 billion, trouncing expectations of just $5 billion.

The higher profits were driven by a significant boost in services like Amazon Prime and Prime Video, which net far higher margins than its traditional retail offering which still saw growth of 37.4 per cent.

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2 Comments. Leave new

  • Andrew Kelly
    May 10, 2021 2:51 pm

    I’m one of that 32% but unfortunately my nearest bookshop is 20 miles away, add in petrol and parking and its just easier (and cheaper) to order what I want instead. I’d love to support a local store though.

  • Andrew Kelly
    May 10, 2021 3:25 pm

    I’m part of that 32% but unfortunately my nearest bookshop is 20 miles away. Add in the cost of petrol and parking and it’s just easier and cheaper to order what I want instead. The shop may not have what I’m looking for as well.


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