Over the past 25 years, Amazon has established itself as a central figure in the evolution of consumer practices, witnessing, acting on and revealing profound upheavals. From e-commerce pioneer to essential everyday platform, the company embodies the digital transformation of our relationship to purchasing: widespread use of online commerce, hybridization with physical channels, and the growing importance of price, speed and accessibility. The advent of the “Amazon generation”, nurtured by digital practices from adolescence onwards, is widening the gap with previous generations. Against a backdrop of persistent inflation and a quest for meaning, Amazon is also proving to be a vector of affordability, notably through the rise of second-hand and refurbished goods. The user experience, amplified by artificial intelligence, thus outlines a future in which commerce is both more fluid and more personalized.
Witness, player and revealer: Amazon at the heart of the changing consumer trends of the last 25 years
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