Spotlight Series – Amazon Australia: Year One


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Power Retail’s second Spotlight Series report on Amazon Australia is now available. Produced by Power Retail’s research and insights team, this report is based on nationwide research, with over 1500 retailer and consumer respondents. Find out how consumers and retailers alike have been impacted by the Bezos behemoth after its first 12 months in Australia.

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Includes over 34 pages of cutting-edge statistics and insights into Amazon Australia including:

  • Only 6% of the total market have become engaged Amazon Australia shoppers. Despite universal awareness and a high level of trial, they have only converted a relatively small proportion of online shoppers.
  • 68% of Amazon Australia shoppers do not agree that it’s the cheapest option.
  • Only 31% who have visited the site have bought anything.
  • Despite its millions of products, less than 50% of Amazon Australia enthusiasts feel that it has unique products not sold elsewhere. 
  • The majority of current Amazon Australia shoppers do not find their desired product on their first search page.
  • Amazon Australia is not currently achieving industry standard levels of customer recommendation. Overall, the research identified that people who had purchased on Amazon Australia gave it a Net Promoter Score (NPS) of -7. For reference, Amazon in the US has an NPS of 61. Online retail industry NPS benchmark is 35.