Amazon UK has lost 1 million app users, study finds

Amazon UK has lost over 1 million app users since the start of the year amid an emergence of international ecommerce rivals, according to research from mobile analytics and business intelligence firm GWS.

Using data collected from GWS’ opt-in, app-engagement panel of 5,200 participants (18+) from around the UK, GWS found that in January 2023 around 9.3 million daily shoppers used the Amazon app, a figure that has since declined to 8.3 million.

In comparison, Temu, which launched in April 2023, saw its daily mobile user numbers grow sharply in one month’s time to around 3.5 million. However, since May 2023, its growth has plateaued with similar numbers of users on the app today.

GWS also found that Shein has seen “impressive growth” in 2023, doubling its daily users from 1 to 2 million over the past six months.

Meanwhile, eBay has also seen its fortunes turn, with daily mobile app users declining by nearly 2 million since January 2023 – from nearly 6 million to its current rate of 4.2 million.

GWS said that Temu “currently dominates” in terms of the amount of time each consumer is spending on its app, at an average 18 minutes a day, with Vinted coming in second with 14 minutes. On the other hand Shein, eBay and Amazon all averaged just 8 minutes per user each day on their apps.

Dr Paul Carter, CEO, GWS, said: “For years Amazon has gone all but unchallenged when it comes to offering the complete ecommerce package to consumers, and much of its success has been via its mobile app. However, mobile analytics data from GWS shows how brand loyalty on retail shopping apps moves quickly during challenging economic times, and retailers need to stay on top of the curve or risk getting left behind.

“While apps like Temu and Shein are seeing significant rises at the moment, expanding their customer bases beyond their faithful female audiences will be crucial for lasting growth and success if they want to pose a genuine threat to Amazon.”