What has once been a pillar of reliable shipping is becoming an unpredictable mess in the wake of surging online shopping.
So, how will this impact Amazon in the long run? Consumer loyalty is on the line. Does Amazon have what it takes to stay at the top?
Delays, confusion, and discovering what's really 'essential'
How could anyone be prepared for this? That's the question lingering in the back of almost every business owner's mind this year. The truth is, basically no one was. How could you be? But no one has had to perform quite like Amazon during this crisis.
Due to the overwhelming demand for online shopping, Amazon made the bold decision last month to prioritize "essential items" for shipping.
These are things like toiletries, food, and healthcare supplies that Amazon deems "essential." For everyone who ordered that latest video game, their shipping time went from two days to two weeks.
According to recent surveys, only 54% of shoppers feel safe at the grocery store, and even fewer (33%) would feel safe at a mall. People want to shop online now more than ever, and that's stressing systems.
While all three retailers are dealing with shipping issues, Amazon is facing a uniquely challenging issue. People pay for Prime. It costs $119 a year for consumers to receive 2-day shipping.
Sure, some customers will be satisfied with Amazon's response. After all, we are facing a global pandemic.
But many won't. And those that aren't will start shopping around for other options.
It's easy to say that the first major retailer to get its logistics under control during the pandemic will stand to reap the highest rewards, but it may not be that simple.
Even if Amazon is first, the damage to consumer loyalty may prove too much for it to overcome in the short-term. Pandemic or not, paying $119 for a service that doesn't work starts to look very questionable.
What does this mean for you?
We're at the precipice of change. For years, Amazon has been the unbridgeable giant in the retail space. After COVID-19, we may see some shifts in the landscape.
Not only do Walmart and Target have a genuine opportunity to grab a significant chunk of Amazon's user base, small businesses are also in a unique position to rapidly promote their own online portals.
It may seem strange to talk about a shifting landscape. After all, Amazon is dominating the retail space right now. But things will open back up. The question is, will consumers still feel loyal to Amazon?
Amazon will still be king of the jungle, but it may not have as many loyal subjects.
And brands who can please those customers stand to gain some market share in a marketplace that has seemingly been set-in-stone for almost a decade.
Want to learn more about digital sales and marketing?
Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.