Amazon Traffic Has Declined Over Recent Years

Source: similarweb - amazon.co.uk - unique users

Amazon has long been the go to shopping destination in the UK. However, over the past few years there has been a slight drop in visits to the site, and also in the number of unique users.

Comparing 2025 vs 2024, we see a 2% decline. When comparing 2025 vs 2023, that increases to a 7% decline, which is a more meaningful shift.

Is this a cause for concern?

Amazon has already penetrated roughly 80 to 90% of the UK online population. With that level of reach, it becomes increasingly difficult to deliver continued growth in active users year after year. There are simply fewer new customers left to acquire.

Despite that, Amazon is uniquely positioned. With exposure to such a large proportion of UK consumers, the opportunity shifts from acquiring new users to increasing spend within the existing base and expanding category penetration.

We can see evidence of this working. Over the past 12 months, categories such as Toys and Games have grown revenue by 123% year on year, with Beauty up 106%.

This suggests the focus is less about driving incremental users and more about strengthening assortment, improving discoverability, and putting the right products in front of an already highly engaged audience.