Impulse Buying Behaviour of Online Shopping with Special Reference to Amazon

Abstract

This paper explores impulse buying behaviour during online purchase with the specific mention of Amazon as a leading online retail store. Based on a systematic review of literature dating back to 2015-2025, the study will synthesize empirical evidence and theoretical concepts and help determine the primary antecedents, mechanics, and consequences of online impulse purchases. The review indicates that the platform architecture of Amazon, including AI-oriented personalization an approach to promotional activities as a form of scarcity, frictionless transaction, and membership-related incentives like Prime, contributes to heightening the tendencies to impulse purchases to a large extent. The relationship between the platform stimuli and the consumer behaviour is seen to be mediated by psychological drivers such as affective responses, urgency and low self-control. Additionally, demographic differences suggest that younger audiences, especially Gen Z and Millennials are more prone to impulse purchases. The results highlight the importance of algorithm design and online stores regarding consumer choice, and provide important implications to practitioners and scholars as well as policymakers worried about consumer welfare in high-stimulus digital markets.