In the course of a single generation, Amazon has grown from fledgling online bookseller to one of the most valuable and powerful corporations in modern history, however there’s one weakness that Amazon have. Generation Z consumers.
Generation Z is the demographic cohort after the Millennials. There is no precise date for when Generation Z begins, but demographers and researchers typically use the mid-1990s to mid-2000s as starting birth years. – wiki
According to senior director Ed Kennedy from Episerver, generation z are not attracted by Amazon service since they value shopping experience more than convenient. He also states that “main value of service that amazon provide to customers is that convenience and low price and these are not something generation z interested.”
Older generation are busier, but generation z have more time and money to spend freely, so they don’t wanna just buy stuff they also like the experience and feeling that they can get when shopping, which we don’t get from online shopping.
Kennedy explains that another reason why generation z are not attracted to Amazon is because amazon don’t take full advantage of social media. Consumers are now using social media to show what they shopped, suggest what to buy, and exchange opinions about products.
Those young generation are into fashion and they go buy stuff after checking what’s trending on social media. So the role of social media is definitely important for amazon to attract generation z..
The question whether Amazon will ever capture these Gen Z costumers is difficult to answer. I think some will test the platform their elders use, while others will stick to their current preferences for buying directly stores – following them online or actually visiting a physical store.
