Study: Millennials More Likely To Shop Amazon Prime Day Than Gen Z

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With Amazon Prime Day on the horizon, a new study that surveyed more than 1,000 consumers revealed that Millennials are more likely to buy from the retail giant, and take advantage of Prime Day’s exclusive deals, especially when compared to Gen Z. In fact, 79% of Millennials reported they had made a purchase on Amazon within the past month.

According to the report from Yes Lifecycle Marketing, titled: A Marketer’s Guide To Reaching The Generations, Gen Z is more likely to sit out Prime Day: 31% reported they shop at non-Amazon retailers because they prefer the in-store shopping experience.

Other key takeaways include:


  • 55% of Millennials choose to buy from Amazon for its Prime benefits;
  • 76% of Millennials shop on Amazon because of its prices;
  • After Millennials, Gen X is the next most likely to buy from Amazon, with 69% reporting a purchase in the past month;
  • Baby Boomers are more likely to value Amazon for its convenience and product selection.

“Amazon Prime benefits draw in Millennial shoppers more than other generations by aligning with their preference for loyalty messaging and programs,” said Michael Fisher, President of Yes Lifecycle Marketing in a statement. “By segmenting their customers by generation, marketers can pinpoint customer preference for elements like messaging, channel and timing, and define distinct strategies that resonate with those audiences.”



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