55% of American consumers start their ecommerce shopping by searching Amazon. That’s up 11 percentage points from last year. Search engines and retail sites come in a distant second and third at 28% and 16% respectively. Both lost share to Amazon over the past 12 months, continuing a longer-term trend.
When consumers find a product they like on a retail site, almost three quarters often or always follow-up by searching for it on Amazon. Only half as many discover an item they want to buy on Amazon and then look for it on a retail site.
While shoppers may spend hours or days searching for products, they often end up buying something they uncovered in their very first search. That gives Amazon even more power.
Why is Amazon becoming so dominant? Consumers give Amazon very high marks for its user experience. Over half think its search and product filtering capabilities are better than other sites’. Plus, 50% of US consumers now have Amazon Prime, and free shipping is like catnip to shoppers.
Sources: BloomReach 2016, Institute for Operations Research and the Management Sciences 2016, Marketing Charts 2016