A growing consumer backlash against Amazon’s perceived political affiliations could see UK shoppers joining their US counterparts in boycotting the retail giant, potentially costing it up to £47 million in lost sales, according to delivery expert Parcelhero.
In the US, consumer activism is on the rise, with 9% of Amazon shoppers last week planning to participate in an economic blackout against the company. A Guardian-Harris poll found that a quarter of American shoppers have abandoned their favourite retailers over political stances, and 40% have adjusted their spending based on social beliefs.
Amazon has faced criticism for its ties to former US President Donald Trump, particularly after founder Jeff Bezos donated $1 million to Trump’s inaugural committee and the company scrapped diversity, equity, and inclusion (DEI) programmes ahead of his presidency.
Parcelhero’s Head of Consumer Research, David Jinks M.I.L.T., suggests that similar sentiments could take hold in the UK, where opposition to Trump remains high. A recent More in Common poll found that 59% of Brits hold a negative view of the former president. The UK’s Stop Trump Coalition and other activist groups are gaining traction, with online forums increasingly discussing boycotts of Amazon and other US brands.
According to Parcelhero’s calculations, if 9% of UK Amazon customers were to follow the US trend, it could cost the retailer £47 million in lost weekly revenue—although this remains a fraction of Amazon’s global annual revenue of £490 billion.
While the impact of the US boycott has so far been minimal—Amazon reported a 5.6% rise in sales last week despite the planned blackout—there are growing signs of anti-Trump consumer action in Europe. Tesla, whose CEO Elon Musk is playing a key role in Trump’s administration, saw German sales plummet by 76% last month. However, UK Tesla sales increased by 20.7% year-on-year in February, mainly due to an impending vehicle tax hike in April.
Beyond Trump’s connections, another factor could drive UK shoppers away from Amazon and other US brands. Canada has responded to Trump’s new tariffs on its goods by boycotting American products, and UK consumers may follow suit if trade relations with the US deteriorate.
Following Prime Minister Keir Starmer’s recent visit to the White House, Trump hinted at a possible trade deal but left the door open for new tariffs on British exports. If such measures are introduced, UK consumers may retaliate by reducing their spending on US goods and services.
The potential impact on UK-US e-commerce and logistics remains uncertain, but market volatility is expected. As political and trade tensions evolve, British businesses and consumers will be closely monitoring developments that could shape future buying decisions.
