• Dr. G.G. Bhuvaneswari
• Dr. K.R.Kavitha

The digital revolution has redefined global retail by integrating advanced technologies into everyday consumer behavior. This study examines Amazon’s technological ecosystem—artificial intelligence, voice commerce, digital payments, and logistics—and its influence on consumer shopping habits. A quantitative descriptive study was conducted among 150 Amazon users in Madurai District, India. Using statistical tools such as correlation, chi-square, and regression, the study tested the relationship between Amazon’s technological innovations and consumer perceptions of convenience, trust, personalization, and loyalty. The findings reveal that AI-based recommendations, digital payment convenience, and fast delivery significantly shape consumer shopping frequency and platform loyalty. Trust and perceived value also emerged as strong determinants of digital shopping preference. The study concludes that Amazon’s continuous innovation has transformed shopping from a task to a technology-driven lifestyle. The results provide insights for businesses to design consumer-centric digital strategies and for policymakers to promote inclusive digital commerce.

Amazon, digital revolution, e-commerce, consumer behavior, AI, trust, personalization.

"FROM CLICKS TO CONFIDENCE: AMAZON’S ROLE IN SHAPING DIGITAL SHOPPING HABITS IN EMERGING MARKETS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.c713-c719, November-2025, Available :http://www.jetir.org/papers/JETIR2511287.pdf

"FROM CLICKS TO CONFIDENCE: AMAZON’S ROLE IN SHAPING DIGITAL SHOPPING HABITS IN EMERGING MARKETS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. ppc713-c719, November-2025, Available at : http://www.jetir.org/papers/JETIR2511287.pdf