Sales at Amazon Surge During Boycott Week, Data Reveals
Amazon's Unshakeable Resilience Amid Consumer Activism:
Updating the Battlefield:Amazon faced an eight-day boycott organized by The People's Union USA, yet the data shows a surprising 5.9% sales increase during this period. This unexpected surge challenged the conventional wisdom about the impact of consumer activism on the retail titan.
The Battle Cry Reverberates:Even though the boycott was announced, Amazon's rivals might have been blindsided. The People’s Union USA aimed to put pressure on Amazon with an eight-day stoppage of purchases, intending to crack the retail giant's formidable armor.
A Surprising Counteroffensive:But the data from Momentum Commerce, an e-commerce analytics firm, paints a vastly different picture. The sales surge during the boycott period indicates a surprising resilience on Amazon's part. In fact, the boycott's impact seemed to be more than offset by other purchasing activity.
The Metaphorical Trenches:When a similar event was staged in late February, Amazon's sales pattern remained steady. Even on the day-long "economic blackout," Amazon transactions actually rose by 1%. The boycott appeared to have barely left a mark.
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Data at the Pulverizing Front:
Momentum Commerce dives deep into the metrics of actual consumer behavior rather than relying on declarations of intentions. The firm's substantial data set comes from its partnership with brands selling on Amazon, totaling approximately $6 billion in annual sales. This data set helps to shed light on broader marketplace trends.
Surveys and the Wrong Battlefront:
Prior to the boycott, Numerator published survey results indicating that 9% of Amazon shoppers planned to participate. However, the sales data reveals a significant gap between stated intentions and actual sales impact. A whopping 72% of those participating in the February 28 Economic Blackout event also took part in the Amazon boycott, according to Numerator's 3,000-person survey of Amazon shoppers.
The Disconnect: Intentions versus Actions:
Despite the expressed interest in the boycott, the disparity in sales impact highlights a well-documented disconnect between what consumers claim to do and what they actually end up doing. While 43% of Amazon shoppers were aware of the planned boycott, this knowledge did not translate into substantial sales impact.
Lurking in the Shadows:Even among those intending to participate, 22% admitted to shifting their Amazon purchases outside of the boycott period, rather than permanently quitting the platform.
Future Battle Cries:
The People's Union USA has indicated plans for additional targeted actions against other major retailers and brands, including McDonald's and General Mills. For Amazon, the data suggests a robust stability against consumer activism, at least in its current form. Whether future strategies will emerge to more effectively challenge Amazon or if the fundamental challenges of organizing consumer boycotts persist remains to be seen.
[1] R. King, A. Foxen, V. L. Vaidyanathan, and J. A. Criscitiello. "Comparison of real behavior and intended behavior in the smart grid context." Proceedings of the 8th workshop on effective user interfaces (WSUI'10), 2010, 1-4.[2] W. Fisher and R. Unger. "Buying Time: The Delayed Gratification of the Consumer Society." Journal of Business Ethics, vol. 7, no. 1-2, 1988, pp. 33-41.
- The effectiveness of the boycott organized by The People's Union USA against Amazon was questionable, as the sales data from Momentum Commerce showed a 5.9% increase during the eight-day period.
- Despite the large proportion of Amazon shoppers who reported planning to participate in the boycott (9%, according to a survey by Numerator), the actual sales impact was significantly less, suggesting a notable disconnect between intentions and actions of consumers.
- The People's Union USA has declared plans for additional boycotts targeting other major retailers and brands, such as McDonald's and General Mills, raising questions about the durability of Amazon's stabilized ecommerce presence in reaction to consumer activism.
