People Are Using Amazon Shopping Services Other Than Just Prime

July 19, 2017

This article is included in these additional categories:

Customer-Centric | Digital | Industries | Non-mobile Connected Devices | Privacy & Security | Retail & E-Commerce

Amazon Prime Day came and went, soaring to new heights and reaching an estimated $1 billion in sales. So maybe the following figure may need to soon be bumped up: 63% of American adults surveyed by Walker Sands [download page] have used an Amazon shopping service in the past year.

Amazon Prime is undoubtedly and unsurprisingly the most popular of Amazon’s shopping services, used by 55% of respondents to the survey. By comparison, Consumer Intelligence Research Partners estimates that there are 85 million Amazon Prime members in the US (which would be a little more than one-third of all US adults), though those estimates appear to be based on a sample of 500 consumers who have shopped at Still, there’s reason to believe that the Walker Sands figure might be a bit aggressive in favor of digitally-savvy customers: the survey separately found that only 52% pay for a traditional TV service, which is far below other estimates.

Nonetheless, it’s interesting to see how other Amazon services measure up to Prime in the Walker Sands survey:

  • Roughly 1 in 7 (14%) reported having used Prime Pantry in the past year;
  • 1 in 10 said they had used AmazonFresh;
  • 1 in 12 (8%) have used Amazon Echo; and
  • 1 in 20 have used Amazon Dash.

It’s quite likely that the number using Amazon Echo will rise given that the Echo Dot was the top-selling item during Prime Day…

(When will we start counting Whole Foods as an Amazon grocery service?!)

Amazon Services Most-Used for Same-Day Delivery

When it comes to same-day delivery services, Amazon again leads the pack, with close to 1 in 5 respondents saying they’ve used Amazon Prime (19%) and/or Prime Now (18%) in the past year.

Among other services used are:

  • FedEx (13%);
  • Google Express (7%);
  • UPS (6%);
  • Deliv (5%);
  • Postmates (5%);
  • TaskRabbit (4%); and
  • UberRUSH (4%).

Voice-Controlled Purchases

Recent research from comScore has found that 8% of US connected homes have a Smart Speaker – and among those, 1 in 10 have used the device to order products.

For its part, Walker Sands finds that almost one-quarter of adults surveyed have a voice-controlled digital home assistant, with Amazon Echo the most popular voice-controlled device.

Perhaps more important than the precise figures in this case is that the numbers seem to be rising for voice-controlled commerce.

Whereas about 1 in 5 (19%) respondents reported having made a product purchase through Amazon Echo or another voice-controlled device in the past year, one-third feel at least somewhat likely to do so in the next year.

The key concerns associated with voice-controlled purchases are security (38%) and privacy (33%), with the lack of visuals (31%) also an impediment.

It’s worth noting that analysts have pointed to a sizable potential impact for Amazon Echo commerce on traditional brands. In particular, Amazon Alexa (which is estimated to have now surpassed 15,000 skills) is more likely to recommend Amazon Prime products than best sellers, according to L2 Research.

About the Data: The Walker Sands data is based on an online survey of 1,622 adults across the US.


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