State of Shoppers 2025

We asked 1,001 verified US Amazon shoppers 37 questions about how they find products, what makes them click, what stops them buying, and whether they have started shopping through AI assistants. Five of those questions were open ended, so shoppers answered in their own words with no options to choose from. Every figure below is the percentage of shoppers who answered that question.

Cite as: ProductPinion, State of Shoppers 2025.

Nine findings that change what you should test

1. 29.6% say the detail missing from product images is size, scale or dimensions.

They told us that in their own words, with no options to pick from. Add a scale reference shot or a dimensions infographic. This is the cheapest listing fix in the study.

2. 54.6% have started on Amazon then bought from the brand's own site instead.

Amazon is a discovery engine that leaks. If your brand site is weaker than your listing, you are paying Amazon to send shoppers somewhere you cannot convert them.

3. 63.9% trust shopper photos and reviews more than a brand's own images.

Only 7.0% trust professional brand images more. That is nine to one against the asset most brands spend the most on. Get customer photos into your listing.

4. 39.7% have taken a Subscribe and Save discount then cancelled soon after.

If your lifetime value model treats Subscribe and Save as recurring revenue, it is too optimistic. Model the first order as a discounted trial.

5. 10.1% have actually used Amazon's AI shopping assistant to shop.

57.4% had never heard of it. Early, but adoption is running ahead of where Instagram or Apple Pay were at the same stage. Worth watching, not panicking about.

6. 76.0% have never bought anything through live shopping.

A further 12.7% have watched without buying. If live shopping is on your roadmap, this is your permission to move it down.

7. 31.4% say delivery speed decides it when price, reviews and features all match.

Brand reputation takes 28.8% and images or video 21.2%. Fulfilment is a conversion lever, not just an operations cost.

8. 26.2% name bad or missing reviews as their immediate red flag.

The most common reason a shopper rules you out before reading anything else about the product. New listings need review velocity before they need creative polish.

9. 11.5% actively seek out sustainable products on Amazon.

Only 8.9% call sustainable packaging a key factor. Real, but small. Price it accordingly before it drives packaging spend.

What shoppers said in their own words

Five questions had no answer options at all. Shoppers typed whatever they wanted. We read those answers, coded them into themes, and counted them. Because nobody suggested any of these ideas to them, agreement here is much stronger evidence than agreement on a multiple choice question. An answer can touch more than one theme, so these totals add up to more than 100 percent.

What shoppers wish product images showed

What’s one feature or detail you wish product images included to make shopping easier for you? Answered by 993 shoppers in their own words.

• 29.6% Size, dimensions or scale (294 shoppers)
• 9.2% Close ups and detail (91 shoppers)
• 8.4% 360 degree or all angles (83 shoppers)
• 7.9% Comparison to a known object (78 shoppers)
• 7.4% What is included in the box (73 shoppers)
• 7.2% The product in real use (71 shoppers)
• 4.2% Video (42 shoppers)
• 1.9% True colour (19 shoppers)
• 1.3% Material or texture (13 shoppers)

Why shoppers abandoned a purchase

What’s one reason you chose not to complete a purchase on Amazon in the past year? Answered by 995 shoppers in their own words.

• 35.7% Price was too high (355 shoppers)
• 19.8% Found it cheaper elsewhere (197 shoppers)
• 17.0% Shipping or delivery (169 shoppers)
• 15.4% Reviews put them off (153 shoppers)
• 6.2% Quality or authenticity doubts (62 shoppers)
• 3.5% Changed their mind (35 shoppers)
• 2.0% Not enough information (20 shoppers)
• 1.4% Unsure about size or fit (14 shoppers)

Biggest frustrations shopping on Amazon

What is your biggest frustration when shopping on Amazon? Answered by 991 shoppers in their own words.

• 26.4% Shipping and delivery problems (262 shoppers)
• 14.1% Price and price changes (140 shoppers)
• 10.7% Poor product quality (106 shoppers)
• 9.8% Too many similar results to sift through (97 shoppers)
• 8.9% Fake or unreliable reviews (88 shoppers)
• 6.0% Counterfeits and knockoffs (59 shoppers)
• 4.2% Listings that do not match the product (42 shoppers)
• 3.4% Returns are a hassle (34 shoppers)
• 3.2% Too many sponsored ads (32 shoppers)

Immediate red flags when researching a product

What is an immediate red flag for you when researching an item to buy on Amazon? Answered by 999 shoppers in their own words.

• 26.2% Bad or too few reviews (262 shoppers)
• 10.1% Low star rating (101 shoppers)
• 8.5% Long shipping time (85 shoppers)
• 7.5% Reviews that look fake (75 shoppers)
• 5.2% Poor quality images (52 shoppers)
• 5.0% Bad grammar or thin description (50 shoppers)
• 4.2% Unknown or random brand name (42 shoppers)
• 3.7% Country of origin (37 shoppers)
• 3.1% Price that looks too good to be true (31 shoppers)

Why shoppers choose Amazon over other platforms

Why do you shop on Amazon over other platforms? Answered by 1,000 shoppers in their own words.

• 61.8% Fast or free shipping (618 shoppers)
• 38.5% Convenience and ease (385 shoppers)
• 35.3% Selection and variety (353 shoppers)
• 33.4% Price and deals (334 shoppers)
• 10.1% Easy returns (101 shoppers)
• 6.5% Trust and reliability (65 shoppers)
• 6.1% Habit or familiarity (61 shoppers)
• 5.0% Reviews help them decide (50 shoppers)

Full results

Every closed question in the study, with the number of shoppers answering each one.

What platforms did you shop on in 2024 (last year)?

Shoppers could select more than one answer. Base: 1,001 shoppers.

• 99.1% Amazon (992)
• 68.0% Walmart (681)
• 46.5% eBay (465)
• 36.0% Etsy (360)
• 21.7% Temu (217)
• 15.4% Shein (154)
• 13.8% TikTok Shop (138)

How frequently do you shop on Amazon?

One answer per shopper. Base: 1,001 shoppers.

• 42.5% Weekly (425)
• 36.9% Monthly (369)
• 13.3% A few times a year (133)
• 6.4% Daily (64)
• 1.0% Almost Never (10)

Do you feel like you will shop more on Amazon in 2025?

One answer per shopper. Base: 1,001 shoppers.

• 54.5% Yes (546)
• 45.5% No (455)

What percentage of your non-grocery shopping spend is spent on Amazon?

One answer per shopper. Base: 1,001 shoppers.

• 27.9% 10-25% (279)
• 24.4% Less than 10% (244)
• 23.7% 26-50% (237)
• 16.0% 51-75% (160)
• 8.1% More than 75% (81)

Have you bought something on Amazon Haul?

One answer per shopper. Base: 1,000 shoppers.

• 64.7% No (647)
• 30.5% Not sure what that is (305)
• 4.8% Yes (48)

Do you use Amazon's "Buy Again" feature for repeat purchases?

One answer per shopper. Base: 1,000 shoppers.

• 56.9% Yes (569)
• 39.8% No (398)
• 3.3% Not sure what that is (33)

How often do you return products purchased on Amazon?

One answer per shopper. Base: 1,001 shoppers.

• 33.8% Rarely (once or twice a year) (338)
• 33.1% Almost Never (331)
• 27.8% Occasionally (a few times a year) (278)
• 4.8% Often (monthly) (48)
• 0.6% Very Often (multiple times a month) (6)

Do you consider where your product is manufactured when shopping on Amazon?

One answer per shopper. Base: 1,001 shoppers.

• 57.6% Sometimes, depending on the product (577)
• 20.6% No, it doesn’t matter to me (206)
• 13.5% Yes, it’s very important to me (135)
• 8.3% I’ve never thought about it (83)

Do you prefer to shop on Amazon using a desktop or the mobile app?

One answer per shopper. Base: 1,001 shoppers.

• 45.8% Desktop (458)
• 26.1% Mobile app (261)
• 24.6% I use both equally (246)
• 3.6% No preference (36)

Are you using Amazon to purchase groceries yet?

One answer per shopper. Base: 1,000 shoppers.

• 51.2% No, not yet (512)
• 21.7% Rarely (217)
• 19.6% Occasionally (196)
• 4.0% I didn’t know Amazon sold groceries (40)
• 3.5% Yes, regularly (35)

If there is a video on an Amazon listing, how likely are you going to watch it?

One answer per shopper. Base: 1,001 shoppers.

• 34.2% Neutral/Depends on the product (342)
• 30.4% Somewhat likely (304)
• 16.5% Unlikely (165)
• 14.2% Very likely (142)
• 4.8% I never watch videos on Amazon listings (48)

What do you consider most important when shopping on Amazon?

Shoppers could select more than one answer. Base: 1,001 shoppers.

• 68.7% Price (688)
• 65.6% Product Reviews/Stars (657)
• 42.6% Prime Delivery (426)
• 26.1% Shipping Speed (261)
• 21.8% Brand Trust (218)

Which parts of an Amazon product listing do you find most helpful when deciding to purchase? (Select your top 3)

Shoppers could select more than one answer. Base: 1,001 shoppers.

• 80.5% Product Reviews (806)
• 75.1% Price (752)
• 42.7% Star Ratings (427)
• 37.8% Product Images (378)
• 27.8% Product Description (278)
• 13.2% Infographics (e.g., size charts, feature breakdowns) (132)
• 10.1% Product Videos (101)
• 6.8% Brand Name/Manufacturer (68)
• 6.1% Q&A Section (61)

How important is sustainable packaging in your purchasing decision on Amazon?

One answer per shopper. Base: 1,001 shoppers.

• 34.1% Somewhat important: I consider it when possible (341)
• 27.0% Neutral: it doesn’t influence my decision much (270)
• 17.2% Not important at all: I don’t think about it (172)
• 12.9% Not very important: it’s rarely a consideration (129)
• 8.9% Very important: it’s a key factor in my decision (89)

Does sustainability play a big role in your buying decisions on Amazon?

One answer per shopper. Base: 1,000 shoppers.

• 34.0% Somewhat, I consider it when comparing similar products. (340)
• 33.2% Not really, it’s not a major factor for me. (332)
• 21.3% No, it doesn’t influence my decisions at all. (213)
• 11.5% Yes, I actively seek out sustainable products. (115)

Have you ever purchased a product during a live shopping event or live stream?

One answer per shopper. Base: 1,001 shoppers.

• 76.0% No, I’ve never participated in live shopping (761)
• 12.7% No, but I’ve watched live shopping streams (127)
• 8.8% Yes, once or twice (88)
• 2.5% Yes, multiple times (25)

When price, reviews, and product features are similar, what influences your purchasing decision the most?

One answer per shopper. Base: 1,000 shoppers.

• 31.4% Delivery speed (e.g., Prime shipping) (314)
• 28.8% Brand name or reputation (288)
• 21.2% Product images or videos (212)
• 10.4% Return policy or warranty (104)
• 4.6% Recommendations from friends or influencers (46)
• 3.6% Sustainability or eco-friendliness (36)

How important is it to you to support a family-owned business when shopping on Amazon?

One answer per shopper. Base: 1,000 shoppers.

• 53.3% Somewhat important: it’s a nice bonus, but not a deciding factor. (533)
• 34.7% Not important: it doesn’t influence my purchasing decisions. (347)
• 12.0% Very important: I prefer to support family-owned businesses whenever possible. (120)

Are you aware of Amazon’s new personalized recommendation chat bot named Amazon Rufus)? See the picture for what it looks like

One answer per shopper. Base: 1,001 shoppers.

• 57.4% No, I wasn’t aware of it until now (575)
• 32.5% Yes, I’ve seen it but haven’t used it yet (325)
• 10.1% Yes, I’ve seen it and used it (101)

Have you used Amazon’s personalized recommendations (e.g., Amazon Rufus), and if so, did you find them helpful?

One answer per shopper. Base: 1,001 shoppers.

• 65.9% No, I haven’t used it yet (660)
• 16.7% I’m not sure what Amazon Rufus is (167)
• 7.4% Yes, I’ve used it, but I haven’t made a purchase through it (74)
• 5.8% Yes, I’ve used it, but I didn’t find the recommendations helpful (58)
• 4.2% Yes, I’ve used it and made a purchase because the recommendations were relevant and accurate (42)

Are you subscribed to any products on Amazon through Subscribe & Save or similar programs?

One answer per shopper. Base: 1,001 shoppers.

• 40.9% No, I’m not interested in subscribing (409)
• 25.6% No, but I’m considering subscribing in the future (256)
• 19.8% Yes, I’m subscribed to multiple products (198)
• 13.8% Yes, I’m subscribed to one product (138)

Have you ever used Amazon’s Subscribe & Save discount for a purchase and then canceled the subscription shortly after?

One answer per shopper. Base: 1,001 shoppers.

• 51.5% No, I’ve never done this (516)
• 21.2% Yes, I’ve done this once (212)
• 18.5% Yes, I’ve done this multiple times (185)
• 8.8% I’m not familiar with Subscribe & Save discounts (88)

Have you ever started your product search on Amazon but ended up purchasing from the brand's own website instead?

One answer per shopper. Base: 1,001 shoppers.

• 48.9% Yes, I’ve done this a few times (489)
• 35.5% No, I always complete my purchase on Amazon (355)
• 10.0% No, I’ve never thought about buying directly from the brand (100)
• 5.7% Yes, I do this often (57)

When shopping on Amazon, which do you trust more?

One answer per shopper. Base: 1,001 shoppers.

• 63.9% Customer reviews (including photos or videos from buyers) (640)
• 27.4% I trust both equally (274)
• 7.0% Professional product images provided by the brand (70)
• 1.7% Neither (17)

How important is the main product image in your decision to click on a product listing?

One answer per shopper. Base: 1,001 shoppers.

• 45.5% Very important: it strongly influences my decision (455)
• 28.1% Somewhat important: it matters, but other factors play a bigger role (281)
• 25.3% Extremely important: it’s the first thing I look at (253)
• 1.2% Not important: I focus on other details like price or reviews (12)

How confident are you that Amazon’s reviews are authentic?

One answer per shopper. Base: 1,001 shoppers.

• 58.2% Somewhat confident: I believe many reviews are real, but some may not be (583)
• 17.7% Neutral: I’m unsure about the authenticity of reviews (177)
• 12.6% Not very confident: I suspect many reviews are fake or manipulated (126)
• 9.6% Very confident: I trust most reviews are genuine (96)
• 1.9% Not confident at all: I rarely trust Amazon reviews (19)

Which social media platform has most influenced your Amazon purchases?

One answer per shopper. Base: 1,001 shoppers.

• 54.3% None, I typically shop directly on Amazon (544)
• 17.4% YouTube (174)
• 11.2% Instagram (112)
• 9.6% TikTok (96)
• 5.8% Facebook (58)
• 1.7% Pinterest (17)

Did you shop more on Amazon in 2024 (last year) than 2023 the previous year?

One answer per shopper. Base: 1,001 shoppers.

• 45.1% About the Same (451)
• 31.5% Slightly More (315)
• 10.6% Slightly Less (106)
• 8.7% Much More (87)
• 4.2% Much Less (42)

How do you discover new products on Amazon?

Shoppers could select more than one answer. Base: 1,001 shoppers.

• 79.1% Search bar (792)
• 40.3% Recommendations (403)
• 11.9% Sponsored Ads (119)

Frequently asked questions

How many Amazon shoppers actually use Amazon's AI shopping assistant?

In the State of Shoppers 2025 study, 10.1% of US Amazon shoppers said they had both seen and used Amazon's AI shopping assistant, while 57.4% had never heard of it. Rather than asking about the product by name, which most shoppers do not recognize, the study showed shoppers the assistant in action and asked whether they had used it to shop.

What do Amazon shoppers most want to see in product images?

Size, scale and dimensions. Asked an open question about what one detail they wished product images included, with no list of options presented, 29.6% of shoppers named size, scale or dimensions. A further 8.4% asked for 360 degree or all angle views, and 7.9% asked to see the product next to a known object for reference.

Do Amazon shoppers trust brand images or customer photos more?

Customer photos, by a wide margin. 63.9% of shoppers said they trust photos and reviews from other shoppers more than a brand's own professional images, compared with 7.0% who trust the brand's images more.

Do Amazon shoppers buy directly from brand websites?

Often. 54.6% of shoppers said they had started a search on Amazon and then bought the product from the brand's own website instead.

What is the biggest frustration for Amazon shoppers?

Shipping and delivery. Asked in their own words what frustrates them most about shopping on Amazon, 26.4% of shoppers raised shipping or delivery problems, ahead of price at 14.1% and product quality at 10.7%.

How was the State of Shoppers 2025 study conducted?

ProductPinion surveyed 1,001 verified US Amazon shoppers on its own shopper panel in March 2025, across 37 questions covering platform choice, product discovery, listing content, reviews, returns, subscriptions and AI assistant use. Five questions were open ended, with shoppers answering in their own words and no option list presented.

Methodology

State of Shoppers 2025 is the first edition of ProductPinion's annual shopper study. It is based on 1,001 completed responses from verified US Amazon shoppers, recruited from ProductPinion's own shopper panel. Respondents answered 37 questions covering platform choice, product discovery, listing content, reviews, returns, subscriptions and AI assistant use. Five questions were open ended and presented no answer options. Fieldwork was conducted in March 2025.

Questions about AI assistant use deliberately avoided naming the product, because most shoppers do not recognize it by name. Shoppers were shown the assistant in action and asked whether they had used it to shop.

Cite as: ProductPinion, State of Shoppers 2025. Media and research enquiries: support@productpinion.com