While Amazon may have been deemed tops in online customer experience in a recent study, more than a few Amazon shoppers feel guilty buying from the e-commerce giant, according to a Sitecore survey, conducted by Advanis, that polled over 2,000 U.S. consumers

The survey revealed 40% of shoppers want to reduce the amount of shopping on Amazon and 30% feel guilty, and that group represents 43% of Gen Z, 37% of millennials and 34% of Gen X.

Yet 86% of Baby Boomers feel no guilt.

Top reasons shoppers may leave Amazon include low-quality goods, better options from other retailers and the desire to support other retailers, according to a press release on the study.

"The online shopping behavior has shifted and some online sites are clear winners, but the consumer is now fickle enough that the Amazon stronghold can be broken," Paige O'Neill, chief marketing officer, Sitecore, said in the release. "The stay-at-home economy of COVID caused e-commerce traffic to grow 18% over the past year, which is 18x the regular growth rate. Amazon saw particularly strong increases, but the tide is turning. There is a desire from our younger generations to move away from the giant, in favor of other retailers. However, to strike while the iron is hot, brands and retailers must provide strong digital commerce experiences to capitalize on the Amazon fatigue."

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