Hey there, readers!
Let’s talk bout Amazon.
While Amazon was founded in 1994, it wasn’t until the early 2000s that the company posted its first profitable quarter, followed by sustained profitability and explosive growth in 2003. During the COVID-19 pandemic in 2020, Amazon experienced unprecedented demand due to global lockdowns. Consumers worldwide relied heavily on online shopping for everyday essentials and household goods, especially when physical retail was either restricted or inaccessible. Since then, Amazon has solidified its position as the ultimate go-to resource for everything and anything.
For my consumer behavior project, I’m focusing specifically on the market segment that turns to Amazon for Kitchen and Dining products. In my own experience, Amazon makes purchasing these items remarkably seamless and convenient. When I recently needed a digital kitchen scale to measure ingredients, Amazon was the first place that came to mind for reliable, fast delivery. With the holidays around the corner, efficient kitchen prep and entertaining become top priorities and having the right tools and small appliances on hand simplifies meal preparation significantly. Plus, being able to add coordinating dining table decor to the exact same order and receive it just as quickly reinforces that convenience. Given those firsthand experiences, choosing the Kitchen and Dining category was an easy call.
To analyze this segment’s purchasing habits, decision journeys, and motivations, I will be utilizing the following market research resources:
- Statista: A global data platform providing industry benchmarks, market sizing, and quantitative research tools
- EASI: an extensive demographic database that delivers up-to-date detailed geographic, socioeconomic, and lifestyle profiling across key consumer groups
- Mintel Academic: High-level market research reports that offer consumer trends evaluations and competitive intelligence across US and global markets.
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