Gen Z Says They're Over Amazon, but Can They Really Give It Up?

Younger generations seem to be disenchanted by the monopolizing retailer giant.
Updated April 11, 2024
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In the competitive landscape of e-commerce, Amazon stands out on top, reigning supreme as the go-to destination for online shoppers. However, recent data suggests that not everyone is enamored with the retail giant's dominance. Among the dissenting voices are members of Generation Z, who are showing signs of fatigue and skepticism toward Amazon's omnipresence in the digital marketplace.

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Gen Z is tired of Amazon

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According to recent data released by the market research firm Mintel, a notable portion of Gen Z consumers in the United States are expressing weariness with Amazon. The survey reveals that 4 in 10 Gen Z individuals are tired of hearing about Amazon, indicating a growing sentiment of disenchantment among this demographic. Moreover, a significant majority, accounting for 60% of Gen Z respondents, believe that Amazon wields too much power in the retail landscape.

This disillusionment with Amazon is further underscored by the fact that nearly half of Gen Z shoppers are actively striving to reduce their reliance on the e-commerce behemoth. In contrast, the survey highlights that only 20% of Baby Boomers and 40% of Millennials share a similar inclination to shop less at Amazon.

What this could mean

itchaznong/Adobe iphone 6s showing amazon logo

Should the trend continue, it holds serious implications for the retail giant. Bloomberg estimates that Gen Z holds about $360 billion in spending power — more than double what it was three years ago. This fast-growing segment has the power to influence consumer markets and is increasingly more concerned with things like sustainability and ethical business practices than generations before. Many of the gripes Gen Z and others have with Amazon are unfair wages, its impact on the environment, and monopolizing smaller businesses.

Amazon Prime alternatives

Leika production/Adobe man standing at door receiving parcels from delivery boy

While Amazon's Prime membership boasts a staggering global count of 200 million subscribers, with 74% of them hailing from the U.S., there are indications that consumers are open to exploring alternatives. Mintel's research indicates that one-fifth of U.S. adults would consider dropping their Amazon Prime membership if another brand offered the same benefits.

In response to this growing demand for Prime alternatives, competitors like Walmart have stepped up with their own membership programs, such as Walmart+. With perks like free delivery and exclusive discounts, Walmart+ presents a compelling option for consumers seeking a viable alternative to Amazon Prime. Additionally, more than a third of Prime members have also opted to join Walmart+, signaling a willingness among consumers to diversify their membership affiliations.

Furthermore, rumors abound regarding Target's foray into the realm of membership programs. Speculation suggests that Target may soon introduce a membership option akin to Walmart+ and Amazon Prime. While details remain scarce, the move underscores the intensifying competition among retail giants vying for consumer loyalty and market share.

Bottom line

OceanProd/Adobe amazon locker delivery store

As the e-commerce landscape continues to evolve, the sentiments of consumers, particularly those of Gen Z, serve as a barometer of shifting preferences and trends. The fatigue expressed by Gen Z towards Amazon, coupled with the growing openness to Prime alternatives, underscores the need for e-commerce behemoths to adapt and innovate to meet changing consumer expectations.

In this dynamic environment, the emergence of new membership programs, such as Walmart+ and potentially Target's offering, presents consumers with more choices and flexibility in their shopping experiences. Ultimately, as competition heats up, consumers stand to benefit from a wider array of options and the opportunity to save money shopping, signaling a new chapter in the ever-evolving saga of online retail.

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Author Details

Georgina Tzanetos Georgina Tzanetos is a former financial advisor who has been active in financial media for the past six years. She holds a master's in political economy from NYU, where she studied distressed labor markets.

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