Can boycotting Amazon work? While a viral movement gained attention, experts say its impact on Amazon’s bottom line remains unclear amid broader economic trends.
Large corporations seem to hold all the power, their influence stretching across the economy and impacting everyday lives. Many feel powerless against these giants.
Last February 28th, a grassroots movement sought to disrupt this, calling for an ‘economic blackout’ where consumers avoided major retailers for 24 hours. Now, they’ve escalated, urging a week-long boycott of Amazon and its subsidiaries from March 7th to 14th.
Frustration is high, with many demanding change. But can boycotting Amazon work? We’ll examine the data and expert opinions to see if this movement can actually make a difference.
Economic Blackout Urged Consumers to Halt Purchases for a Day
A grassroots movement spearheaded by The People’s Union USA called for an economic blackout on February 28, urging Americans to refrain from shopping, dining out, or making any purchases for 24 hours as a form of protest against corporate power and economic inequality.
Retail Dive reported that the movement encouraged consumers to avoid in-store and online transactions, including retail, fuel, and fast food, and instead support small, local businesses if purchases were necessary.
“This is about solidarity and sending a clear message: we have the power,” the organization said on its website. The protest, which circulated widely on social media, gained national attention as frustration over corporate greed and rising living costs fueled interest.
However, survey data from Numerator suggests mixed participation—while 37% of respondents were aware of the movement, only 16% planned to take part. Among those who did, nearly half stocked up on essentials beforehand to avoid spending on the day of the blackout.
Amazon Faces Week-Long Boycott as Advocacy Group Calls for Consumer Strike
Amazon is the latest corporate giant in the crosshairs of The People’s Union USA, a grassroots advocacy group urging consumers to boycott the retailer and its subsidiaries for one week, from March 7 to March 14. The movement, led by John Schwarz, calls on Americans to halt purchases from Amazon’s main site, as well as its brands including Prime Video, Twitch, Whole Foods, Ring, IMDb, and Zappos.
John Schwarz, The People’s Union USA"Any type of drop in sales would be a success to us."
Schwarz, a 57-year-old activist with 370,000 Instagram followers, describes the boycott as a “calculated strike” aimed at forcing Amazon to register a dip in sales. Schwarz said that the initiative targets the e-commerce giant’s impact on small businesses and its treatment of workers, especially after Amazon reported a 10% year-over-year increase in net sales, reaching nearly $188 billion in Q4 2024.
“If you want to focus your firepower, you target what you use the most,” Schwarz said in a social media post, encouraging consumers to withhold spending on Amazon platforms during the boycott.
A Movement Against Corporate Power
Schwarz launched The People’s Union USA just last month, presenting it as a “movement of the people” dedicated to reclaiming economic and political influence. The organization has already raised more than $120,000 through GoFundMe to cover operational costs, including registering as a legal entity.
According to the group’s website, its mission is to “take back control of our economy, government, and the future of our country.” Schwarz argues that corporations like Amazon hold too much power, squeezing out small businesses and undercutting worker rights, and he hopes consumer-led actions like this boycott will force companies to rethink their business practices.
Can Boycotting Amazon Work? Early Data Says No
Despite calls for a widespread “economic blackout” against major retailers, Amazon’s sales not only remained steady on February 28 but actually saw a slight increase, according to early data.
Amazon Sales Remained Strong
Initial data from Momentum Commerce suggests that Amazon defied the protest, experiencing a 1% sales increase compared to typical Friday levels.
Momentum Commerce, an e-commerce analytics firm that tracks $6 billion in annual Amazon sales, found that Amazon’s transactions steadily increased throughout the day, reaching 6.8% above typical sales patterns by midday before tapering off in the afternoon and evening.
While John T. Shea, CEO of Momentum Commerce, noted that sales during peak hours softened slightly, the overall impact of the boycott on Amazon’s revenue was negligible. The data, as cited by Breitbart, highlights that the first boycott attempt showed social media buzz didn’t translate to sales drops, highlighting the challenge of impacting e-commerce giants.
Can Boycotting Amazon Work? Experts Weigh In
While consumer activism has influenced brand loyalty in the past with nearly two-thirds of shoppers have boycotted a brand over its policies or values – experts remain uncertain about whether single-day efforts like this can drive substantial corporate change.
Newsweek featured insights from several experts across e-commerce and Amazon-related fields regarding the boycott’s potential impact. One of them is Dr. Vilma Todri, associate professor of information systems at Goizueta Business School, Emory University.
She emphasized that a successful boycott needs widespread support, clear goals, and strong emotional appeal. Dr. Todri said boycotts work when customers leave, demands are clear, and media keeps pressure on. Success also depends on easy alternatives for consumers to switch.
Wes Longhofer, executive director of the Business and Society Institute also at Emory University’s Goizueta Business School, stated that while social media can amplify a boycott and rally support, many who express intent to participate may not follow through.
Joe Craig, an associate professor of economics at UCCS, shared his insights on the effectiveness of economic blackouts in an interview with KKTV. While he hoped such efforts might drive more consumers to small businesses, he found it unlikely. He explained that while economic blackouts may create short-term disruptions or draw corporate attention, long-term consumer habits are unlikely to change.
A Reddit discussion on the boycott revealed mixed opinions. Some users argued that the People’s Union USA aimed to highlight its scrutiny of large corporations like Amazon rather than significantly impact sales.
However, one user pointed out a fundamental flaw in short-term boycotts, stating that short-term boycotts fail because consumers simply shift their purchases, requiring long-term or permanent action for real impact.
More Boycotts to Follow
The People’s Union USA isn’t stopping with Amazon. The group has already announced additional consumer blackouts in the coming weeks, including:
- Nestlé Boycott (March 21-28): Targeting brands like Nescafé and KitKat.
- Walmart Boycott (April 7-13): Urging consumers to avoid shopping at the retail giant.
Meanwhile, a separate 40-day boycott of Target is also gaining traction, with over 110,000 participants pledging to stop shopping at the retailer over its recent rollback of Diversity, Equity, and Inclusion (DEI) initiatives. Though unrelated to Schwarz’s movement, the simultaneous calls for consumer action highlight growing discontent with corporate decision-making.
With Amazon’s vast influence and consumer dependence on its services, the real impact of the boycott remains uncertain. Whether this movement will cause a noticeable dip in Amazon’s revenue—or fade as just another viral protest—remains to be seen.
Should Sellers Feel Threatened?
Selling on Amazon is far from passive income—it’s a continuous effort that requires mastering logistics, SEO, PPC, marketing, and sourcing. Instances like this can make sellers rethink their presence on the platform, but success ultimately depends on adaptability.
In this video our Amazon agency published on YouTube, I talked about knowing when to diversify. Adjusting business strategies to keep up with changes—whether in competition, marketplace policies, or consumer behavior—is key to staying profitable. While the challenges are real, those who evolve with the landscape can still find Amazon a rewarding and worthwhile venture.
