Amazon is synonymous to online shopping. The global ecommerce giant Amazon has consistently achieved a high Net Promoter Score, thanks to its customer experience. 

From being a humble online book store, Amazon can ship various products from electronics to vegetables at your door step. Amazon US witnessed billions of website visits from October 2023 to March 2024.  However, despite other competitors with similar business models, Amazon remains extensively popular among users globally. This will only continue to grow.

What is Amazon’s Net Promoter Score?

Amazon’s NPS question follows the standard Net Promoter Score (NPS) format.

“On a scale of 0 to 10, how likely are you to recommend Amazon to a friend or colleague?”

Customers are categorized into three groups:

Promoters (9-10): Loyal customers who are likely to recommend Amazon.
Passives (7-8): Satisfied but not enthusiastic customers.
Detractors (0-6): Unhappy customers who might discourage others from using Amazon.

Amazon’s NPS benchmarks over the years: 2013, 2014, 2017, 2019, 2022, 2023, 2025

Why is Amazon so popular? 

• Amazon uses customer data to curate recommended products that are in-line with what the users are looking for. Thanks to accurate recommendation acumen, 56% of online consumers start their search with Amazon.
• This e-commerce giant ranked #2 in Top 100 Retailers List of 2023. It made $343.33 billion in global retail sales. 
• Amazon has maintained NPS scores above 60%. This is higher than traditional brick and mortar retailers. As per insights on this survey, Amazon attracts 80% of frequent shoppers during the holiday season. 
• Amazon’s shipping network is cast over 100 countries (as of February 2025) and multiple regions. It has dedicated websites in over 20 countries.

What is The Reason for Amazon’s High Net Promoter Score?

Amazon has a remarkable customer retention strategy. But their high NPS isn’t an accident—it’s the result of a multifaceted, customer-first approach. Here is why:

1. Customer-centric culture

Amazon’s entire strategy is built around obsessing over the customer. They work backward from customer needs—from the checkout experience to product recommendations— are designed to encourage related purchase. This unwavering focus on customer centric experience makes customers more likely to recommend the brand.
For example, Amazon’s continuous engagement with customer feedback ensures that even small service gaps are addressed before they become issues.

2. Relentless innovation and experimentation

Amazon isn’t afraid to invest heavily in new technologies and experiment—even if that means failing sometimes. This willingness to take risks has led to breakthrough products like Amazon Locker, Echo, and FireTV. This approach is exemplified by their bold R&D investments that, despite occasional setbacks (such as the Fire Phone), have paved the way for future successes. Amazon had also steered towards delivering groceries competing with local grocery shops. This relentless attitude makes Amazon competitive.

3. Prime membership and loyalty programs

Amazon Prime is a cornerstone of its customer retention strategy. By bundling benefits like free one-day shipping, exclusive streaming content, and special deals, Amazon transforms casual shoppers into loyal, high-spending members.
The impressive conversion rates—from free trials to paid subscriptions (with retention figures as high as 91% after the first year)—demonstrate how an attractive loyalty program can significantly boost Amazon’s Net Promoter Score.

4. Diversified product portfolio and distribution

Amazon’s broad portfolio—from physical goods and digital media to cloud services via AWS—makes it a one-stop shop for millions. This diversification increases customer convenience. Buyers fulfill multiple needs on a single platform by accessing a wide range of products and services in one place. This contributes significantly to repeat business and word-of-mouth promotion.

5. Efficient self-service options & tracking

Amazon has developed intuitive self-service tools that let customers resolve issues on their own. Whether it’s tracking orders, initiating returns, or accessing FAQs, these streamlined solutions reduce friction and empower users. This self-sufficiency not only speeds up problem resolution but also shows customers that their time is valued—an essential component of a high NPS.

6. Hyper-personalization and customer feedback

Leveraging advanced data analytics and AI, Amazon tailors every customer interaction. Whether it’s personalized product recommendations on the homepage or customized follow-up emails, every touchpoint feels uniquely relevant.
This level of personalization not only simplifies the shopping process but also creates a more engaging and satisfying experience for each customer.

How Does Amazon’s Customer Experience Innovation Boost NPS ?

Amazon is focused on improving customer experience, employee experience and has sustainability goals. All of these efforts go towards customer experience innovation.  

• This ecommerce giant uses advanced robotics (including Proteus, a fully autonomous mobile robot) to boost employee safety, efficiency, and sustainability.
• The introduction of Vision-Assisted Package Retrieval (VAPR) for electric delivery vans. Uses AI to highlight packages with projected green/red lights, reducing sorting effort and saving over 30 minutes per route.
• Complete removal of plastic air pillows from delivery packaging across global fulfillment centers. Retrofitting packing machines to produce custom-fit paper bags, reducing plastic waste significantly.
• AI Shopping Guides help customers by consolidating product information and personalized recommendations, simplifying the decision-making process.
• Amazon Pharmacy to open new locations in 20 U.S. cities in 2025, expanding same-day delivery services. Embedded pharmacies within delivery sites leverage automation and AI to provide rapid, cost-effective medication delivery with enhanced access to pharmacist care.

Conclusion

Merren ,a customer feedback tool, is AI-driven with simplified features. Merren offers native WhatsApp surveys where you can launch your own NPS surveys. Sign up for a 14 day free trial with Merren without any credit card details and access all the features.