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The older a person is, the more likely they are to be aware of Amazon.

That's according to Commonwealth Bank’s latest Retail Insights research.

The report found an unexpected generational split among Australian shoppers.

While older shoppers are more aware of Amazon however, younger shoppers are more likely to purchase from the platform.

Commonwealth Bank retail national manager Jerry Macey said this provides retailers with a unique opportunity.

“Savvy retailers will be looking to better understand their target market and provide a relevant experience for that group.

"For instance, younger generations want a more engaging experience in-store to prevent them drifting online."

The report showed almost three quarters (73%) of consumers are comfortable buying Amazon branded-products.

A third are likely to subscribe to Amazon Prime for extra benefits, likely to include unlimited free delivery and access to video streaming, for a fee.

“Shoppers are clearly indicating their willingness to buy from Amazon and flagging a high degree of trust in the brand – before it has even arrived in the local market,” Macey said.

Almost nine out of 10 retailers are aware of Amazon’s plans to enter the local market, a rise of 27 per cent over the past six months.

Of these, the majority (52%) now perceive Amazon as a threat, up from 47% at the beginning of 2017.

The proportion of those considering Amazon’s entry as an opportunity remained flat over the past six months at 13%.

Despite heightened awareness, the number of merchants who perceive Amazon as a threat and also have a plan to compete has only grown moderately, from 14% to 25%.

A further 50% of retailers are working on a strategy.

“With so many retailers planning for Amazon’s arrival, we are going to see merchants ramp up activity.

"Those excited about expanding their channels will be learning the ropes of Amazon Marketplace, and those concerned will be considering their overall strategy including products, categories, pricing and distribution.

"So even if you don’t think Amazon will impact your business directly, you need to be ready for an increase in competitor activity,” Macey said.

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