52%
They buy often.
52% of Amazon shoppers buy something online at least weekly, and 46% made an Amazon purchase within the past month.
The 2026 E-commerce Consumer Behavior Report
How consumer buying behavior has changed, and where shoppers still buy.
We surveyed 1,006 U.S. consumers to map consumer buying behavior from first discovery to final checkout. The data shows where shoppers find products, what makes them trust a recommendation, and where they ultimately spend.
The numbers that rewrite the e-commerce playbook.
87%
say economic pressure has changed how they shop
52%
still buy online every week. The shopping freeze never came.
55%
have used AI to research or compare products in the past six months
62%
would never let an AI agent order and pay on their behalf
80→62%
Amazon's share as the place product search starts, in a single year
74%
still name Amazon when they're ready to buy
5%
buy immediately when an AI recommends a product. The rest go verify.
60%
will start most holiday shopping by the end of October
Your toolkit was built for a shopper who no longer exists.
Consumers haven't stopped buying. They've taken over the process. They compare multiple retailers, start the holidays early, double-check every AI suggestion, and tune out promotions that don't hold up.
The result: campaigns that quietly underperform for reasons no dashboard can name. This survey shows you exactly where the old playbook breaks, and what wins instead.
| The brand's toolkit | Today's shopper |
|---|---|
| Event-based | Continuous |
| Seller-timed | Self-timed |
| Asks for trust | Verifies everything |
| One funnel, one storefront | Starts anywhere, buys on marketplaces |
What a typical shopper looks like now
The short answer: frequent, price-focused shoppers who know exactly where they'll check out.
49%
They fill the cart with everyday categories.
Clothing, shoes and jewelry tops the list at 49%, followed by beauty and personal care at 39%, grocery at 37%, and pet supplies at 30%.
33%
They shop on price, but not only price.
A third say lowest price is the single factor that decides where they buy, and trusted brands and product reviews close much of the rest of the gap.
35%
They're feeling the squeeze.
Inflation is the biggest influence on household spending for 35% of shoppers, and 45% are comparing prices more than they did a year ago.
What's inside the 2026 E-commerce Behavior Report
- 01
The fragmented path to purchase
Why 74% buy on Amazon but only 62% start their search there, and where the rest of the journey happens.
- 02
AI's real role in the sale
How 55% of shoppers use AI to research products, and why only 5% would buy immediately on an AI recommendation.
- 03
The credibility gap in sale events
Why 43% no longer take Prime Day and Black Friday deals at face value.
- 04
Holiday timing and spending intent
Who plans to spend more or less this season, and the one in three who plan to start most holiday shopping by the end of September.
- 05
What actually signals value
Why reviews persuade every income level and price doesn't.
- 06
The K-shaped holiday
Who's spending more, who's cutting back, and how they'll pay.
See where shoppers decide.
Download the 2026 E-commerce Behavior Report to see where shoppers decide, and how to make sure they decide on you.
Download the Report