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The race to capture repeat purchases of 40 million first-time U.S. online grocery and consumer products shoppers will place Amazon on a collision course with omnichannel players such as Walmart. Amazon, smelling blood in the water, is targeting CPG as a growth vertical through Prime, subscription offers and the introduction of Amazon Pantry. Procter & Gamble and other CPG powerhouses are making significant investments on the platform in merchandising, search and reviews, as well as co-location distribution arrangements.