A Study on the Role of AI-Driven Personalization on Customer Retention in Amazon’s Marketplace

Author(s)	Shashank S M, Dr.Rashmi Shetty
Country	India
Abstract	Through tailored product recommendations, focused promotions, and flexible user interfaces, AI-powered personalization has completely transformed Amazon's customer experiences. This study examines the relationship between AI-enabled personalization and customer retention in the Amazon ecosystem by examining important variables like satisfaction, engagement, and trust. To find out how AI affects Amazon customers' buying habits and brand loyalty, a quantitative survey was administered to them. The findings show that while AI-assisted suggestions improve user convenience and engagement, other factors like affordable prices, quick delivery, and confidence in the Amazon platform are more important for retention. According to the study, in order to foster long-term customer loyalty, Amazon must continue to improve its personalization tactics, address privacy issues, and match AI interventions with fundamental customer expectations.
Keywords	AI-Driven Personalization, Customer Retention, E-Commerce, Amazon Marketplace, Consumer Engagement
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-16
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.51192
Short DOI	https://doi.org/g9tz35

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research