Piper Jaffray conducted a study of buying patterns for 8,000 American teens with an average age of 16 and concluded that 44% of Gen Z rank Amazon as their favorite shopping website. This age demographic contributes approximately $830B to US retail sales annually. The results are good news for Amazon, as Gen Z’s e-commerce buying preference similarities with Millennials, though not quite to the same extent. A 2018 study by the Max Borges Agency concluded that 77% of Millennials they surveyed would chose Amazon over alcohol. A result the Millennial author of this newsletter does have some serious doubts about.