What you need to know:

• A survey of 2800 Australians found while almost a third of Gen Z shop at Amazon first, takeup has been sluggish.
• The Sitecore survey found 53 per cent of Gen Z would like to reduce the amount of shopping on Amazon, and 39 per cent of older Australians feel the same.

Australians are shying away from Amazon due to better retail alternatives and low-quality products, a new survey has revealed, but more than 20 per cent say it is their first stop when shopping online.

Digital software company Sitecore surveyed more than 2800 Australians, about half Gen Z and half older generations, finding Amazon is favoured by younger people.

Thirty-one per cent of Gen Z – those born after 1997 – consider Amazon their go-to e-commerce site, while 21 per cent of older generations say the same.

The key findings of the survey:

• Half of Gen Z (53 per cent) and 39 per cent of older generations would like to reduce the amount of shopping they do on Amazon.
• Gen Z are more likely to shop directly from brands online, rather than Amazon (75 per cent vs 66 per cent).
• Australians say the biggest reasons to move away from Amazon are better choices from other retailers and counterfeit or lowquality products.
• 31 per cent of consumers shop around on other sites, and a third end up on Amazon based on search listings.
• Nearly one in three Australians find Amazon’s shopping experience to be more tailored compared to other retailers.

Amazon has not been the juggernaut in Australia that many thought it would be, but it is continuing to grow.

Sitecore’s research was carried out by Advanis between March 30 and April 8.