Digital Grocery Platforms Survey 2023

Brands Should Keep an Eye on Amazon Fresh

About This Report
Walmart has the largest audience of any digital grocery platform. But our survey found that Amazon Fresh customers were more active and willing to try new products.

Our proprietary survey of 1,455 US digital grocery shoppers revealed that Amazon Fresh doesn’t have the largest audience. But its customer base seems more active and willing to try new products than buyers on other leading platforms.

Key Question: How can consumer packaged goods (CPG) and grocery brands win new customers through digital channels?

KEY STAT: More than 48% of Amazon Fresh buyers try new grocery products when shopping online at least twice per month.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.

Table of Contents

  1. Executive Summary
  2. How Amazon Fresh Stacks Up Among the Leading Players.
  1. Amazon Fresh Is Already a Valuable Audience.
  2. Methodology
  1. Media Gallery

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First Published on Sep 15, 2023


Blake Droesch


Sky Canaves
Senior Analyst, Retail & Ecommerce
Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Na Li
Director, Primary Research