A growing consumer backlash against Amazon’s perceived political affiliations may soon extend to the UK, mirroring similar protests in the US. According to delivery expert Parcelhero, a UK boycott could cost the retail giant up to £47 million in lost sales.
In the United States, 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 revealed that a quarter of American shoppers have abandoned their favorite retailers over political stances, while 40% have adjusted their spending habits based on social beliefs.
Amazon has faced criticism for its connections to former US President Donald Trump. The controversy stems from founder Jeff Bezos’ $1 million donation to Trump’s inaugural committee and the company’s decision to eliminate diversity, equity, and inclusion (DEI) programs ahead of Trump’s presidency.
Parcelhero’s Head of Consumer Research, David Jinks M.I.L.T., suggests that these sentiments could take hold in the UK, where opposition to Trump remains high. A recent More in Common poll found that 59% of Brits view the former president unfavorably. Additionally, UK activist groups, including the Stop Trump Coalition, are gaining traction, with online discussions increasingly calling for boycotts of Amazon and other US-based brands.
If 9% of UK Amazon customers were to follow the US trend, Parcelhero estimates that it could lead to £47 million in lost weekly revenue. However, this remains a small fraction of Amazon’s global annual revenue of £490 billion.
Despite the planned US boycott, Amazon’s sales actually rose by 5.6% last week, suggesting that the impact remains limited. However, signs of anti-Trump consumer action are emerging in Europe. Tesla, whose CEO Elon Musk is playing a key role in Trump’s administration, saw its German sales plummet by 76% last month. In contrast, UK Tesla sales rose by 20.7% year-on-year in February, primarily due to an impending vehicle tax hike in April.
Beyond Trump’s associations, another factor could drive UK shoppers away from Amazon and other US brands. Canada recently responded to Trump’s new tariffs on its goods by boycotting American products. If trade relations between the UK and the US deteriorate, British consumers may follow suit.
Following Prime Minister Keir Starmer’s recent visit to the White House, Trump hinted at a potential trade deal but also suggested that new tariffs on British exports were possible. If such measures are introduced, UK consumers may retaliate by cutting back on purchases from US companies, including Amazon.
The long-term impact on UK-US e-commerce and logistics remains uncertain, but political and trade tensions are likely to fuel market volatility. As these developments unfold, British businesses and consumers will be closely monitoring the situation and adjusting their spending habits accordingly.
