Sitecore has found that 43% of UK consumers want to reduce their interaction with Amazon, while 32% admit to feeling guilty after shopping on the website, but despite a declining reputation and lack of ethical and sustainable transparency, business continues to boom.

Digital experience management software, Sitecore, found the causes of Amazon fatigue included perceived unfair business practices, tax contributions, employment practices and environmental impact.

Despite rising in sales due to convenience throughout the pandemic, consumers are also increasingly aware of the threat to independent stores and high street chains. 

The research found that Millennials are the most likely to feel Amazon fatigue at 44%, followed by Gen Z at 42%.

The least likely to feel buyers remorse were Baby Boomers, with 82% stating they feel pleased after shopping on Amazon.

This generational divide implies that the perceptions of Amazon as a corporation, in terms of sustainability and social impact, are more relevant and important to younger consumers.

Paige O’Neill, CMO of Sitecore, says, “These results show that ‘Amazon Fatigue’ could be setting in with buyers. There is an opportunity here for digital retailers to expand their share of the market but it won’t be an easy win. They’ll need to offer comparable levels of service and personalisation throughout the customer journey to topple the retail giant’s stronghold.”

Top reasons shoppers continue to use Amazon were speed of delivery, item variety and the convenience of Prime membership.

Nevertheless, the research concludes that Amazon fatigue and a guilty conscious is not enough to change consumer habits, with 59% of those surveyed still maintaining an amazon Prime account.

Likewise, while Millennials are most likely to feel buyers remorse, they are also the most frequent users of the website with 46% stating they shop on Amazon weekly.

The research surveyed 2235 UK consumers between 31 March and 7 April 2021. The data was weighted to reflect the age of the population and included 1000 participants between the ages of 18 and 24.