May 08 2020

Is Amazon Past Its Prime?

A guest post from our friends at Channel Signal

By Channel Signal

While it’s not breaking news that mega retailer, Amazon, has shifted emphasis to selling essential goods, what you may not know is Channel Signal’s review volume data now shows Amazon being eclipsed by other online retailers in certain sectors.

Consumers report through reviews that Amazon’s delivery times are longer, many non-essential goods are no longer eligible for Prime’s free shipping benefit and inventory of consumer discretionary products are drastically lower. The result? Shoppers reading these reviews are turning elsewhere.

A good example of this was found in a review written by a woman purchasing a new pair of sneakers recently. She branched out and tried a new model, but the shoes ran small. Disappointed because she has a condition, which makes tight shoes a complete no-go, she had to return them. She wanted to try another size, but Amazon was out of inventory and to add insult to injury, the seller she purchased through charged for shipping to return the shoes. “I will make sure I won’t do business with them again. Probably will go back to Zappos,” she wrote.

“To add insult to injury, this company charges shipping on returns. I will make sure I don’t do business with them again. Probably will go back to Zappos.” – Janice, Amazon Review

During the third week of March our e-commerce volume comparison shows that for the first time, another online shopping source, DSW, outpaced Amazon in reviews for women’s and men’s sneakers and sandals – historically both strong spring performers in retail. Last year and the year before, between February and April this was not the case – Amazon led the overall upward trend. This data also proves there is still soft but growing demand for non-essentials, but consumers are looking for those goods elsewhere.

Recent NPD research reports US sales of leisure footwear were down 15 percent in the first quarter of 2020 and it showed fashion footwear fell 24 percent. Comfort slippers marked the only fashion footwear growth as people settle into life at home. A glimmer of hope started to shine as March ended and categories of shoes related to life at home (sport slides,mules, clogs, flip flops) showed slight growth over the week prior.

More broadly, what Channel Signal is seeing is that the volume of reviews collected from Amazon continues to slide, and a few retailers, like DSW and Famous Footwear are picking up the pace. Meanwhile, the majority of other retailers like Walmart and Zappos are holding steady with their online review volume. This paints a clearer picture of where the losses in this sector really are.


Our volume review comparison shows online shoe retailer, DSW, outpacing Amazon in late March in reviews for women’s and men’s sneakers and sandals.

Continue Reading at Channel Signal

Don't see your store?

Get your inventory online and help nearby shoppers find their purchase at your shop. Brands win retailers win, and shoppers get what they want, when they want it.

Other Recent Posts

Read up on the latest from other industry experts