E-commerce is where consumers place an online order for goods or services. In most cases, the transaction also takes place online. Internet usage is heavily driven by online purchasing, and an increasing number of people are becoming more comfortable making purchases online. Venture capital funds are investing hundreds of millions of dollars in this industry, and Indian consumers are increasingly demonstrating trust in online shopping. Books, electronic devices, train and airline tickets, clothing, gifts, cell phones, computer accessories, CDs, and audio cassettes are among the items that many Indians buy. As a result of growing investment and the rising trend among college students toward online shopping, this study was conducted. The main aim of this study is to examine customer attitudes toward Amazon online shopping and the difficulties customers face while using Amazon. For data analysis, percentage analysis and t-tests were used to interpret the findings. This study investigates the actual situations of 120 respondents based on questionnaire surveys and case analyses. This study recommends that digital marketers focus more on email marketing. It reports that while a larger segment of respondents is influenced by social media, only a smaller portion is attracted by email marketing. The challenges faced by college students in Amazon online shopping were analyzed using a t-test. The analysis revealed that "lack of awareness," "high prices," "high delivery charges," "issues related to product quality," and "poor product descriptions" were significant, as the respective t-tests were significant at the five percent level. Therefore, these variables significantly impact the challenges faced in Amazon online shopping. Amazon can improve customer satisfaction by offering better-quality products at reasonable prices with minimal delivery charges.