The main body of this report discusses our survey findings, question by question. We have also provided an appendix that aggregates various third-party research firms’ estimates of Amazon’s US apparel sales in order to give readers a more complete picture. First, though, we bring together data points from various questions in our survey as we discuss six major themes that emerged from our research.
Promising review: "This cookbook is geared for children and young adults, but it will please readers, cooks, and Harry Potter fans of all ages. My kids (ages 14, 12, and 8) have finally found an activity they can all agree on: cooking and sampling savory Harry Potter recipes. This book covers every single recipe that appears in all seven of the Harry Potter books. Ever wonder what Pumpkin Juice tastes like? Or treacle tart? Well, you're about to find out!" —Aviva
While our survey has long shown seasonal fluctuations in Prime membership levels, we have now seen four months of—at best—flatlining membership rates. Moreover, in July last year, Prime Day prompted a month-over-month increase in membership numbers, but this year we saw no such jump. This August, the proportion of consumers we recorded holding a Prime membership was the lowest we had seen in a year.
Amazon has enhanced its competitive-pricing proposition and product ranges by hosting a large number of third-party sellers on its site. But a significant percentage of Amazon apparel shoppers—38.2%—prefers to buy directly from Amazon rather than from third-party sellers on the site. This is likely due in part to perceptions that third-party sellers offer less clarity with regard to shipping fees, returns charges and the right to return items.
"I'm very Type A, so I live my life according to the lists I write for myself. I decided I needed a weekly planner pad to set on my desk so that I could better plan out my week, and after much searching, I found this one by Hashi. It has the perfect amount of space for writing, cute designs on the pages, and it's not dated, so it can last beyond the calendar year." — Malarie Gokey
In 2005, Amazon announced the creation of Amazon Prime, a membership service offering free two-day shipping within the contiguous United States on all eligible purchases for a flat annual fee of $79 (equivalent to $99 in 2017), and discounted one-day shipping rates. Amazon launched the program in Germany, Japan, and the United Kingdom in 2007; in France (as "Amazon Premium") in 2008, in Italy in 2011, in Canada in 2013, in India in July 2016 and in Mexico in March 2017.
On January 24, 2016, Amazon launched a new subscription program aimed at parents called STEM Club, which delivers educational toys to your home for $19.99 per month. And by "STEM", toys will be hand-picked and focused on the area of science, technology, engineering and math. The toys will range from robotics to natural sciences and will include items exclusive to Amazon. STEM toy subscription club is only available in the United States.
In March 2014, Amazon announced an increase in the annual membership fee for Amazon Prime, from $79 to $99. Shortly after this change, Amazon announced Prime Music, a service in which members can get unlimited, ad-free streaming of over a million songs and access to curated playlists. In November 2014, Amazon added Prime Photos, which allows unlimited photo storage in the users' Amazon Drive (though only some raw photo files count as photos). Amazon also began offering free same-day delivery to Prime members in 14 United States metropolitan areas in May 2015.