Do you want to reach consumers who spend more money than average on groceries in brick and mortar stores as well as online? Then target Amazon Prime members.
(Yes, you can advertise on Amazon even if you don’t sell there.)
Prime members spend 80% more time shopping than non-members. Those extra retail hours occur in the real world as well as online.
Prime members are at the forefront of ecommerce grocery shopping. They are more likely than most to use grocery store and club store apps, and make purchases on retailer websites. 52% have purchased groceries online vs 23% of all US households.
They aren’t just buying on Amazon, either. Holiday 2016 data shows that Prime subscribers tend to shop other sites in the early fall, then focus more on Amazon after Black Friday.
Roughly half of all US households have an Amazon Prime subscription. Members skew female, higher income, and younger than 55. The majority share their subscription with others—including 22% who let another family or business use it. That means marketing to Prime members reaches "hidden" consumers, too.
Sources: Emarketer 2017, Field Agent 2017, Food Marketing Institute 2017, Nielsen 2017, NPD 2017, Supermarket News 2017