Amazon Shoppers Spend More, Order Slightly Less: CIRP 2025 Spending Report
Consumer Intelligence Research Partners (CIRP) has released its latest Amazon US Shopper Statistics and there’s a subtle yet important shift sellers need to be aware of.
For the 12 months ending March 2025:
- Annual spend per customer hit $1,000, up from $960 a year ago.
- Order frequency declined slightly, from 22.2 to 21.9 orders per year.
- Average spend per order increased modestly, driven by higher prices — the average item price rose from $43 to $45.
- Number of items per order held steady at 2.2, reinforcing that consumers still use Amazon primarily for convenience and quick buys.
Why this matters for sellers:
- Amazon’s growth this year is largely price-driven, not volume-driven. Customers are buying slightly less often but spending more when they do.
- Inflation and higher prices may be leading shoppers to be more selective, making product positioning and value messaging even more critical.
- Convenience remains king. The unchanged number of items per order suggests buyers continue to make impulse or needs-based purchases — meaning sellers need to stay visible and competitive at the moment of search.
Strategic takeaway:
Focus on optimizing your listings for search visibility and emphasizing your product’s value. As shoppers tighten their buying frequency, you’ll need to win each transaction through relevance and trust.
Emerging Trend to Watch: AI Search Prioritizing Trusted Sources
The Washington Post has struck a licensing deal with OpenAI, allowing its content to appear in ChatGPT responses. While this doesn’t directly impact eCommerce sellers yet, it signals a growing shift:
- AI-driven discovery is rising — buyers are increasingly researching brands via AI tools.
- Trust and authority will matter more — reputable sources may influence buyer perception and product discovery.
- Content will be key — brands with authoritative, educational content may benefit as AI search evolves.
What sellers should do:
Begin investing in brand-building and educational content. As AI shapes shopping journeys, visibility and credibility in trusted sources could quietly become a competitive advantage.
Emerging Trend to Watch: Amazon Pauses Data Center Leases
Amazon Web Services (AWS) has paused some global data center lease commitments, signaling a cautious approach to future cloud infrastructure expansion.
Why this matters for sellers:
- AI and seller tools rely on AWS. Any slowdowns could affect performance and innovation of critical marketplace tools.
- Signals Amazon’s cost-conscious shift. Infrastructure pullbacks may hint at broader belt-tightening that sellers should watch.
- Future AI commerce impact. Slower AWS growth could shape how fast AI shopping assistants and tools evolve.
What sellers should do:
Stay informed. While no immediate impact is expected, Amazon’s investment decisions today could shape tomorrow’s seller tools and buyer experiences.
Amazon Expands Premium Beauty with New Skincare Storefront (UK)
Amazon has launched a dedicated dermocosmetics storefront as part of its push into the premium beauty category. This move strengthens its position in high-end skincare and signals a growing focus on curated, quality-driven beauty shopping experiences.
Why this matters for sellers:
- More visibility for premium brands — Dedicated placement means increased discovery for high-end skincare products.
- Builds customer trust — Curated selections help reinforce product credibility and attract discerning shoppers.
- Stronger Amazon support — Premium segments typically benefit from enhanced marketing and merchandising, creating growth opportunities.
What sellers should do:
- Ensure product listings meet premium expectations (images, keywords, enhanced content).
- Leverage Amazon ads and promotional programs to capitalize on the new storefront.
- Monitor customer reviews closely to maintain high trust and performance.
Bottom line:
Amazon is serious about premium beauty. For brands in skincare and cosmetics, this is a key moment to align with Amazon’s push and maximize exposure in a growing, higher-margin category.
Emerging Trend to Watch: Amazon Expands “Buy With Prime” Globally
Amazon is pushing its Buy With Prime program international through a new partnership with Asia-based eCommerce platform Shopline. This allows thousands of global brands to offer Prime benefits — fast shipping, trusted checkout — directly on their own websites, without needing to sell on Amazon.com.
Why this matters for sellers:
Amazon is turning Buy With Prime into a powerful infrastructure play, helping brands leverage Prime while keeping control of their DTC experience. It reduces reliance on Amazon’s marketplace while still offering shoppers fast, trusted delivery — and at lower fees (3% vs. 15%), meaning better margins for brands.
Who this is ideal for:
- International brands entering the U.S. — Easily test demand and fulfill DTC orders using FBA without investing in local warehouses.
- DTC brands seeking higher conversion — Boost shopper trust and reduce cart abandonment by offering Prime checkout and delivery on branded websites.
- Premium product sellers — For categories like beauty, health, and wellness where fast delivery reinforces premium positioning.
- Amazon-native brands expanding DTC — Continue using FBA while reducing dependency on Amazon’s marketplace.
- Margin-sensitive sellers — Take advantage of lower fees vs. Amazon’s typical referral commission.
Bottom line:
Buy With Prime is becoming Amazon’s way to extend its ecosystem beyond its marketplace. Sellers — especially global and DTC-first brands — should evaluate this as a path to boost conversions, test new markets, and improve margins while still delivering a premium customer experience.
Marketplace Briefing: Tariff Turmoil Reshaping eCommerce — What Amazon Sellers Must Know
The April 2025 tariff hikes are already disrupting global eCommerce. Brands importing from China are facing steep new costs and operational challenges that will impact everything from pricing to fulfillment strategies.
Key Data Points:
- 125% tariff now applies to all Chinese imports
- De minimis shipments (under $800) now face 90% tariffs and increased per-shipment fees ($25 → $150 by June 1)
- 83% of eCommerce executives surveyed fear these tariffs threaten company survival
- 64% plan to pass at least 25% of tariff costs directly to consumers
- 56% are shifting to domestic or alternative country sourcing
- 53% expect tariffs to persist for more than 3 years
How Brands Are Preparing:
- Sourcing Diversification: Majority shifting away from China to countries like Vietnam, Mexico, Cambodia, and South Korea.
- Pricing Adjustments: Increasing prices to offset tariff-driven costs.
- Stockpiling Inventory: Building up product supply ahead of additional hikes.
- Bundling Services: Adding value and raising order size to protect margins.
- Seeking Partners: 88% of brands are engaging consultants and tech platforms to help navigate cross-border logistics and compliance.
What Amazon Sellers Need to Know:
- China-reliant categories will feel this first. Apparel, fast fashion, toys, and accessories are particularly vulnerable, as many rely heavily on Chinese production.
- Expect price increases and tighter margins. Many sellers will face tough decisions: raise prices or absorb higher costs. Both can negatively impact conversion rates and competitiveness on Amazon.
- Proactive communication is critical. Brands need to prepare messaging for customers around potential price increases and shipping delays, especially in Q3 and Q4.
- Consider alternative sourcing strategies now. If products are still China-reliant, it’s time to start contingency planning to avoid being caught in extended tariff wars.
- Monitor FBA inbound fees and costs closely. Amazon’s own costs may rise as tariffs impact import rates, which could lead to increased FBA and fulfillment fees later this year.
Categories Most At Risk:
- Fashion (especially fast fashion and accessories)
- Electronics and lower-ticket tech
- Toys and seasonal novelty products
- Home goods sourced primarily from China
Bottom Line:
Tariffs are not a short-term shock — they’re shaping up to be a multiyear challenge. Brands that diversify supply chains, price strategically, and prepare operationally will be best positioned to protect profitability and market share in the face of escalating costs.
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