Amazon Shopper Report 2025: How Temu, Shein and price pressure are changing shopping behaviour on Amazon

Hamburg/Berlin, 25 September 2025 - Remazing, one of Europe's leading service and software providers for brands on Amazon, and Appinio, the global real-time market research platform, announce the availability of the "Amazon Shopper Report 2025".

The comprehensive study, which surveyed 1,000 shoppers across six key markets (Germany, UK, US, France, Spain and Italy), uncovers critical shifts in consumer behaviour driven by increased price sensitivity, mobile-first shopping and the aggressive rise of new digital challengers.

The findings reveal a complex e-commerce environment in which Amazon remains dominant, but users are increasingly open to disruptors such as Temu and Shein, while becoming more cautious in their overall spending.

Key findings of the Amazon Shopper Report 2025:

• Price decides, content convinces: while price comes first with 95% of consumers citing it as the main driver, detailed description, images (92%) and review quality (91%) follow closely behind. This proves that content is what converts interest into a purchase.
  
  
• The spending squeeze: Shopper confidence has declined, leading to a significant drop in average monthly spend on Amazon. The UK leads the way for low spenders (€0-50), while the US and Germany continue to dominate the higher spend ranges (€100+).
  
  
• The rise of the challengers: Temu and Shein are stagnating: Both platforms are seeing an increase in consumers who are aware of the brand but have not yet purchased (52% and 48% respectively). This highlights a conversion challenge for these emerging players.
  
  
• Limited AI influence (so far): 72% of consumers have not yet heard of Amazon's AI assistant Rufus. Among those who have heard of it, only 17% say it has led to a purchase. This suggests that Rufus is currently more of a discovery tool than a primary driver of purchase conversion.
  
  
• Prime's core value: free (78%) and fast (68%) shipping remain the main drivers of Prime membership, confirming that the core benefit continues to be delivery benefits.

Wake-up call for brands

"The 2025 report is a wake-up call for brands," says Francesco Magnanimi, Global Sales Lead at Remazing. "As generic searches on Amazon become the dominant entry route and consumer budgets are tighter, brands need to invest heavily in advertising and data-driven strategies to stand out, optimise their prices and ultimately gain the trust of price-conscious, mobile shoppers."

Britta Agel, Marketing Lead at Appinio, adds: "The rapid pace of change in e-commerce, driven by new competitors and the introduction of AI, emphasises the critical need for rapid consumer understanding. Appinio's platform delivers the real-time insights brands need to act as quickly as their customers do, ensuring their marketing budget delivers actionability, not just data."

The full report, including detailed analyses of country-specific data and category trends, is available to download here.

About Remazing

The Remazing Group is one of Europe's leading providers of services and software solutions for brands on Amazon and beyond. With a strong customer-centric mindset, we empower companies to digitalise their business and write their own success stories across online marketplaces. Headquartered in Hamburg, the Remazing Group brings together specialised units: Remazing (full-service agency for vendors), Remdash (marketplace software solution), Snocksulting (full-service agency for sellers), and Moin Marketing (advertising & AMC services). More than 170 experts partner with global leaders such as Henkel, Beiersdorf, and Ravensburger to unlock their full e-commerce potential worldwide – from strategy and implementation to automation through proprietary technology.

About Appinio

Appinio is a global market research company that combines an AI-powered insights platform with expert consultancy. Operating in over 190 markets, Appinio delivers actionable consumer insights to help businesses make better decisions. Appinio applies scientifically proven, innovative research methodologies to predict real-world outcomes with superior accuracy. Trusted by 3,000+ industry leaders worldwide, Appinio is Europe's fastest-growing market research company. The company was founded in 2014 by Jonathan Kurfess (Advisory Board member), Max Honig (CEO), and Kai Granaß (CTO) and is headquartered in Hamburg.