This study examines the impact of customer trust on consumers’ purchase decisions within the Amazon e-commerce ecosystem. As online retail continues to expand globally, trust has emerged as a critical determinant influencing consumer behaviour, particularly in digital marketplaces where physical interaction with products and sellers is absent. The research explores key dimensions of customer trust, including perceived security, privacy protection, seller credibility, platform reliability, product authenticity, customer reviews, and after-sales service. It further analyzes how these trust-related factors shape consumers’ attitudes, reduce perceived risk, and ultimately affect their intention to purchase and actual buying behavior on Amazon. Using a conceptual and analytical approach, the study highlights that higher levels of trust significantly enhance consumer confidence, encourage repeat purchases, and strengthen long-term customer relationships. The findings suggest that transparency, secure payment systems, efficient logistics, accurate product information, and responsive customer support play vital roles in building and sustaining trust within Amazon’s digital marketplace. The study concludes that customer trust is not only a psychological construct but also a strategic asset that directly influences purchase decisions and competitive advantage in the e-commerce environment.
Shalini.g et al. (2026) studied this question.