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88% of Aussie customers to maintain or increase their spend on Amazon post-lockdown


A report by Pattern has revealed that 88% of Amazon’s Australian customers will spend the same or more on the marketplace in 2022, with the company’s Australian revenue hitting $1.75 billion in 2021.

The announcement:

Global ecommerce and marketplace accelerator Pattern has polled Australian shoppers for the fourth time to assess their attitudes to Amazon and understand what’s driving the platform’s sales growth. Amazon’s Australian revenue was reported to have hit AU$1.75 billion in 2021, and indicators from Pattern’s Australia Shopper Report 2022 suggest it will smash through the $2 billion barrier this year.

The majority of those who bought something from Amazon.com.au in the past 12 months expect to spend the same or more on the platform in 2022. 44% predict they will spend more on Amazon this year, and a further 44% predict they will spend the same. Only 12% of existing Amazon shoppers believe they will spend less on the marketplace this year.

Last year Pattern’s research highlighted the very fast growth in Amazon Prime subscriber numbers among Aussies who shop online. This trend has continued with Prime usage rising by 29% in a year. In total, 40% of Australian online shoppers now have access to Prime; 31% with their own Prime membership and a further 9% making use of someone else’s subscription. Pattern’s Australia Shopper Report 2022 highlights consumer attitudes to the marketplace, as well as providing predictions for future online shopping behaviour.

Key categories where Amazon will likely take market share in 2022

We asked online shoppers which categories they had bought online and from where in the last 12 months, and what and where they expect to buy online in 2022. The results showed that Amazon will outpace the overall growth in shoppers buying each of the below categories:

  • Luggage & Travel – There is expected growth of 60% in shoppers buying Luggage & Travel gear online and 75% expected growth in the number buying on Amazon.
  • Sports, Fitness & Outdoor – There is expected growth of just 5% in shoppers buying Sports, Fitness & Outdoor gear online, but a massive 57% expected growth in the number buying on Amazon.
  • Home & Kitchen – There is expected growth of 9% in shoppers buying Home & Kitchen items online and 42% expected growth in those buying the category on Amazon.
  • Vitamins & Supplements – There is expected growth of 11% in shoppers buying Vitamins & Supplements online and 50% expected growth in the number buying the category on Amazon
  • Haircare – There is expected growth of 11% in shoppers buying Haircare online and 60% expected growth in those buying the category on Amazon.

Pattern’s general manager for Australia Merline McGregor said of the findings:

“Our findings demonstrate that not only has Amazon retained the significant gains that it made in Australia during lockdown, but it will likely continue to accelerate its growth this year too. Shoppers continue to migrate to online sales channels and, in a wide variety of categories, Amazon is poised to outperform the competition and acquire these customers.”

She added: “Coupled with the continued growth in Prime membership, Amazon’s expected sales growth should be of interest to consumer brands and retailers as they decide whether to cooperate or compete with the marketplace.”

1,000 consumers were polled online in Australia by OnePoll in March 2022. Participation was restricted to those who had shopped online at some point in the previous 12 months.

Source: Pattern



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