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.
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