66% of shoppers search for products on Amazon

When searching for a product online, two-thirds (66%) of US consumers head straight to Amazon, according to new research by Feedvisor.

Unsurprisingly, the company has been projected to grow its market reach to 52.4% this year from 48% in 2018.

Among those surveyed, 48% visited Amazon a few times a week, whilst 89% visit the eCommerce platform at least once a month.

Interestingly, almost all respondents (89%) said they were more likely to shop on Amazon than other eCommerce sites, highlighting just how loyal consumers have become to the company. Shoppers aged below 40 years are more frequent buyers on Amazon than older generations.

Although Amazon retains a prime position, Walmart and eBay are leading alternatives for many shoppers.

Part of the attraction with Amazon is its Prime membership programme which 55% of respondents said they had joined. The majority of surveyed Prime members (83%) cited free two-day shopping as the most compelling benefit of the service, followed by video and music streaming.

Interestingly, Prime members are more likely to use desktop devices (65%) to purchase products than smartphones (26%) or tablets (9%), despite the growing importance of mobile commerce. Shoppers aged 18 to 21 years were more likely to make purchase using their smartphones.

The survey also found that 21% of consumers rarely went beyond the first page of product listings on Amazon and price was the most important factor in making a purchasing decision for 82% of respondents.

More than two-fifths (43%) of consumers said they had previously clicked on Amazon ads when browsing online, citing Google (76%) as the top source of ads, followed by Facebook (49%).

Of those who clicked on an Amazon product ad, 37% went on to make a purchase of the featured item.

On the Amazon website, 35% of respondents said they had previously clicked on product ads with younger shoppers more likely to do so than older shoppers.

However, among frequent Amazon shoppers, 31% said they rarely noticed the ads and 25% found them distracting. Just 21% said they were helpful and aligned with shopping habits (18%).

The report highlights the growing dominance of Amazon as an online source to research and shop for products. This growth is further bolstered by its expansion into launching its own brand, and offering services such as Pantry. Usage of smartphones and voice-activated devices to shop is likely to continue to grow over the next few years.