What: Amazon defies social media boycott with 1% sales increase during the February 28th protest, demonstrating the platform's resilience and the gap between online activism and actual consumer behaviour.

Why it is important: This development underscores the challenge of translating social media movements into meaningful economic impact, particularly against platforms that have successfully integrated themselves into consumers' shopping habits.

Amazon's resilience during a planned February 28th boycott reveals the growing disconnect between social media activism and actual consumer behaviour. Data from Momentum Commerce shows transactions rose 1% compared to typical Friday patterns, with early-day performance reaching 6.8% above average before moderating in the afternoon. The e-commerce giant's ability to maintain sales growth during the protest highlights the platform's deeply embedded role in consumer shopping habits. While the People's Union USA plans additional boycotts, including a week-long action specifically targeting Amazon from March 7-14, the initial results suggest that transforming social media campaigns into significant economic impact remains challenging. The data demonstrates how established e-commerce platforms can withstand short-term consumer activism, raising important questions about the effectiveness of such protests in influencing shopping behaviour.

IADS Notes: Amazon's performance during the February 2025 boycott aligns with its demonstrated market resilience throughout 2024. In December 2024, the company achieved record-breaking holiday sales, with global online transactions reaching $74.4 billion despite economic challenges. This was followed by dominant performance in European markets, as evidenced by its Christmas 2024 success in France. The platform's ability to maintain growth during social pressure periods reflects its successful adaptation to changing consumer behaviors, supported by robust data analytics and strategic expansion into new retail segments.

Amazon defies ‘economic blackout’ as sales climb during boycott