feedvisor 2019年亞馬遜消費者購物研究報告英文

3

Over1/3ofConsumersBuyOnlineWeeklyorMoreOften

HowOftenConsumersBuyProductsOnline

Overthelastfewyears,retailculturehasevolvedaccordingtothe

ever-increasingdominanceofe-commerce.Thesurveyrevealedthatmorethanhalfofconsumers(58%)buyproductsonlineatleastonceeveryfewweeks,withnearlyone-fifth(18%)makingonlinepurchasesatleastafewtimesaweek.

Daily/AlmostEveryDay

5%

AFewTimesaWeek

13%

OnceaWeek/Weekly

16%

PrimeMembersAreStillaCriticalAudiencetoReach

EveryFewWeeks

24%

OftheconsumerswhobelongtoAmazonPrime,Amazon’ssubscription

program,nearlyhalf(48%)buyproductsonlineonceaweekormorefrequentlyandnearlythree-quarters(74%)shoponlineatleasteveryfewweeks.

OnceaMonth/Monthly

17%

EveryFewMonths/SeveralTimesaYear

Rarely

21%

4%

Additionally,morethanone-third(37%)oftheconsumerswhoare

notPrimemembersshoponlinejustafewtimesayear,revealingthatPrimememberstendtoshopmorefrequentlythantheirnon-Primecounterparts.

HowOftenAmazonPrimeMembersBuyProductsOnline

PrimeMembers Non-PrimeMembers

7%

Daily/AlmostEveryDay

Attheendoflastyear,Primemembershipreachedanimportant

milestone,gainingmorethan100millionsubscribersintheUnitedStates.1Only12%ofPrimemembersbuyproductsonlineseveraltimesayearormorerarely,soasAmazoncontinuestoexpanditsPrimeofferingandassociatedbenefitsonanongoingbasis,itislikelythatPrimememberswillcontinuetobehighlyactiveonlineconsumers.

2%

20%

AFewTimesaWeek

3%

21%

OnceaWeek/Weekly

8%

26%

EveryFewWeeks

21%

14%

OnceaMonth/Monthly

22%

11%

EveryFewMonths/SeveralTimesaYear

Rarely

37%

1%

8%

1Fortune

?FEEDVISOR

YoungerConsumersAretheMostAvidOnlineShoppers

Althoughe-commercehasdrasticallyalteredhowconsumersofall

agesresearch,shopfor,andpurchasetheproductstheywant,specificagegroupshaveahigherpropensitytobuyproductsonline.

ThesurveyrevealedthatAmazonconsumersunder40—particularly

thoseaged27-32—buyproductsonlinemuchmorefrequentlythanthosewhoareover50.

Forexample,85%ofconsumersbetweenage18-32buyproductsonlineatleastafewtimesaweekandmorethanone-third(37%)inthatsameagebracketmakeapurchaseonlinedailyoralmosteveryday.

HowOftenConsumersBuyProductsOnlinebyAge

Daily/AlmostEveryDay

35%

AFewTimesaWeekorMoreOften

29%

28%

22%

21%

19%

10%

8%

8%

7%

6%

6%

5%

2%

1%

1%

18-21

22-26

27-32

33-40

41-49

50-59

60-69

70+

5

ConsumerLoyaltytoAmazonIsatanAll-TimeHigh

Nearlyhalfofconsumerssurveyed(48%)visitAmazonatleastafewtimesaweek,andasignificantmajority(89%)visittheplatformatleastonceamonth.Only20%ofrespondentsvisitAmazononceamonthormorerarely,revealingAmazon’sever-increasingroleinonlineretailculture.

Amazonhasbecomeanintegralpartofday-to-dayconsumerbehavior

—theplatform’seaseofuseandcustomer-centricvaluepropositionseemtoberesonatingnowmorethanever,asconsumershavebecomereliantonitasthecoredestinationforallstagesoftheirpurchasingjourney.IntheU.S.in2018,nearlyhalf(47%)ofInternetusersbegantheirproductsearchesonAmazon,comparedto35%whowenttoGooglefirst,furtherdrivinghomethenotionthatAmazonhasdeeplyintegrateditselfintoconsumers’dailylives.1

HowOftenConsumersVisitAmazon

29%

Consumersbetweenages27-40visitAmazonmostfrequently,with

65%ofconsumersbetweenages33-40likelytovisitAmazonatleastafewtimesaweek.

18%

17%

15%

9%

9%

2%

Next,morethanthree-quarters(78%)ofPrimemembersvisitAmazonatleastonceaweek,reinforcingthenotionthat,whethertheyaremakingapurchaseornot,theseconsumersareregularlyengagingwithAmazon.

Daily/AlmostAFewTimesOnceaWeek/EveryFew OnceaMonth/EveryFew

Rarely

EveryDay

Weekly

Monthly Months/Several

TimesaYear

aWeek

Weeks

1eMarketer

?FEEDVISOR

6

AmazonIsattheCenterofE-Commerce

Nearlyallrespondents(89%)agreethattheyaremorelikelytobuyproductsfromAmazonthanothere-commercesites.

“IAmMoreLikelytoBuyProductsFromAmazonThanOtherE-CommerceSites”

StronglyAgreeSomewhatAgreeSomewhatDisagree

StronglyDisagree

54%

35%

9%

Thisparticularpointresonatedwithconsumerswhopurchaseonline

regularly—98%ofthosewhopurchaseonAmazondailyoralmosteverydayand99%whopurchaseonAmazonafewtimesaweekagreethattheyaredrawntoAmazonoveritscompetitors.Demonstratingtheirloyaltytotheplatform,96%ofPrimemembersagreetheyaremorelikelytobuyfromAmazonthanothere-commercewebsites.

2%

HowOftenConsumersMakeaPurchaseonAmazon

Whenitcomestobuying,nearlythree-quarters(71%)ofconsumers

makeapurchaseonAmazonatleastonceamonthandonly25%ofconsumersmakeapurchaseafewtimesayear.

25%

24%

17%

14%

11%

5%

4%

YoungerGenerationsandPrimeMembersAreAmazon's

MostFrequentBuyers

Daily/AlmostAFewTimesOnceaWeek/EveryFewOnceaMonth/EveryFew

Rarely

EveryDay

Weekly

Weeks Monthly Months/Several

TimesaYear

aWeek

WithregardtobothvisitingandmakingpurchasesonAmazon,younger

audienceshaveahighertendencytodoboth.Consumersbetweenages27-32arethemostfrequentbuyersonAmazon,andthoseover50purchasesignificantlylessfrequentlythanyoungershoppers.

Almosthalf(45%)ofPrimemembersmakeapurchaseonAmazonat

leastonceaweek,revealinghowthefrictionlessmembershipprogramisshapingconsumerbehaviorbyfunctioningasadrivingforcebehindbrowsingandbuyingonAmazon.

?FEEDVISOR

7

MarketplacesOutpaceRetail

andBrandWebsites

Asmentioned,anoverwhelmingmajorityofconsumersaremorelikely

tobuyproductsfromAmazonthanothere-commercesites.However,WandeBayaretheleadingalternativesforconsumerstobuyoninadditiontoAmazon,revealingtheuncontesteddominanceofmarketplacesacrossalle-commercechannels.

OtherWebsitesConsumersPurchaseOn

*Consumerscouldselectallthatapply

WeB

Retailerwebsite(e.g.B)Brandwebsite(e.g.N)None

O

WOther

J

52%

43%

38%

21%

14%

12%

12%

DrivenandledbyAmazon,marketplacesare

rapidlyshiftingthee-commercelandscape.Lastyearalone,marketplacesaccountedforoverhalfofglobale-commercesales.1

8%

7%

Findingsrevealthatconsumersprefertoshop

ontheseexpansive,curateddestinationsoverbrandandretailerwebsites.OthertopresponsesincludeeBay(43%),retailerwebsites(38%),andbrandwebsites(21%).Interestingly,14%ofconsumersdonotshoponanyadditionalwebsitesasidefromAmazon.

1DigitalCommerce360

?FEEDVISOR

8

MoreThanHalfofConsumersAreAmazonPrimeMembers

AmazonPrime—thecompany's$119annualmembershipprogramthat

boastsfree,two-dayshipping,videoandmusicstreaming,exclusive,in-storedealsatWholeFoods,freeaudiobooksandmagazines,andaccesstospecificbrandsanddeals—remainsonafasttrackforgrowth.

PrimeMembersAreMoreLoyal,Higher-ValueConsumers

Next,oftheconsumerswhobuyproductsonlinedailyoralmost

everyday,nearlyfour-fifthsofthem(79%)arecurrentPrimemembersandofthosewhobuyonlineafewtimesaweek,89%ofthemarePrimemembers.

Morethanhalfofthesurveyrespondents(55%)arecurrentlyPrime

members.ThisinformationreinforceseMarketer’spredictionthat51%ofU.S.householdswillbePrimemembersbyyear-end,anincreaseof5.2millionhouseholdsoverlastyear.1BycontinuingtorolloutnewofferingssuchasAmazonDaywherePrimememberscanchooseaspecificdayoftheweektoreceivetheirdeliveries,thecompanyisincreasingadoptionforitsloyaltyprogramthatisgroundedinconvenience.2

Evenfurther,ofthosewhomakeapurchaseonAmazonspecifically

dailyoralmosteveryday,astaggering89%ofthemarePrimemembersandofthosewhobuyonAmazonafewtimesaweek,87%ofthemarePrimemembers.

Nearlyhalf(45%)ofcurrentPrimemembersmakeapurchaseon

Amazonatleastonceaweek.AllofthisdatademonstratesthatPrimemembersarefrequentonlinebuyers,habituallytakingadvantageofthebenefitsofferedtothemthroughtheprogram.

OfthePrimememberssurveyed,morethantwo-thirds(67%)are

aparentorguardianofachildunder17whoislivingathome.Additionally,thoserespondentswithhouseholdincomesover$150KaresignificantlymorelikelytobePrimemembersthanthosewithincomesunder$25K.

HowOftenPrimeMembersMakeaPurchaseonAmazon

Daily/AlmostEveryDay

9%

Consumers'RelationshipWithAmazonPrime

AFewTimesaWeek

18%

OnceaWeek/Weekly

19%

CurrentPrimeMember

PreviousPrimeMember

EveryFewWeeks

28%

31%

55%

OnceaMonth/Monthly

14%

NotaPrimeMember

15%

EveryFewMonths/SeveralTimesaYear

13%

1eMarketer2Amazon

?FEEDVISOR

9

FreeTwo-DayShippingIstheFlagshipBenefitofAmazonPrime

OftherespondentswhoansweredtheyarePrimemembers,amajority(83%)citedfreetwo-dayshippingasthemostcompellingbenefitofPrimemembership.Itwasthemostpopularresponseforallagebrackets,revealingthatbeingabletoconvenientlyorderandreceivefastandfreedeliveryonover100millionitemstranscendsgenerations.

WhenaskedaboutthemainreasonthattheyarenotaPrimemember

already,thetopresponseacrossallagebracketsexcept70+wasthatmembershipistooexpensive.ConsumersalsocitedthattheydonotshoponAmazonenoughforittobevaluable(46%)andshippingtimeisnotimportanttothem(26%)asreasonsthattheydonotsubscribetoPrime.

WithregardtojoiningAmazonPrimeinthefuture,58%ofnon-Prime

memberswhomakeapurchaseonlinedailyoralmostdailyareverylikelytoand66%ofrespondentswhomakeapurchaseonAmazondailyoralmostdailyarelikelyto,revealingtheconsumerswhocurrentlydonotsubscribetoPrimeareopentotestingitout.

Consumers’FavoritePrimeBenefit

83%

FreeTwo-DayShippingVideoandMusicStreaming

Prime-ExclusiveDealsatWholeFoods

10%

5%

1%

1%

PrimeMembers’LikelihoodtoKeepTheirMembership

FreeAudiobooksandMagazines

Other

VeryLikelySomewhatLikelySomewhatUnlikelyVeryUnlikely

Unsure

76%

19%

2%

2%

2%

ForthoseconsumerswhoarePrimemembers,anoverwhelming

numberofrespondents(95%)arelikelytokeeptheirAmazonPrimemembership.OfthosewhoarenotPrimemembers,morethanaquarter(26%)arelikelytojoininthefuture.

ForthoseconsumerswhowereformerlyPrimemembers,overhalf

(55%)arelikelytorejointhemembershipprograminthefuture,asAmazoncontinuestorolloutexclusivebenefitsanddealstoPrimeusers.

?FEEDVISOR

10

PrimeEligibilityInformsPurchaseDecisions

forMajorityofConsumers

Morethantwo-thirds(67%)ofconsumerscitedPrimeeligibilityasanimportantfactorwhentheyareselectingaproductonAmazon,meaningthatamajorityofconsumersfilterspecificallyforPrimeitemswhenshoppingontheplatform.

OfthePrimememberssurveyed,75%searchspecificallyforPrime-

eligibleitems.Shoppersundertheageof60areapproximately20percentagepointsmorelikelytospecificallysearchforPrime-eligibleproductsversusshoppersover60,especiallythoseage27-32.

Takingthatonestepfurther,ofthecurrentPrimemembers:

Morethanone-third(34%)alwayspurchasePrime-eligible

products.

Overhalf(53%)frequentlybuyPrime-eligibleproducts.

ByorderingPrime-specificitems,consumerscanreceivetheir

entireorderwithintwodays.IfonlysomeitemsinapurchasearePrime-eligible,theconsumerswillbechargedapplicableshippingfeesfortheineligibleitems,sotheyarelikelyproactivelyavoidingthat.

?FEEDVISOR

11

WhileMobileIsGrowing,DesktopIsStillDominantforPurchases

Despitetheincreasedpenetrationofmobilecommerce,themajority(65%)ofconsumersuseacomputertobuyproductsmostfrequently,followedbyoveraquarter(26%)whouseasmartphone.

WhichDeviceConsumersUsetoBuyProductsMostFrequently

1%

1%

9%

ComputerSmartphoneTablet

VoiceAssistant

Other

26%

Primemembersaremorelikelytouseadesktopthanasmartphone

tobuyproductsmostfrequently,with62%ofcurrentPrimemembersshoppingviaacomputerand27%utilizingasmartphone.

65%

ForthoseconsumerswhopurchaseonAmazondailyoralmost

everyday,morethanhalf(58%)ofthembuyonacomputerand36%purchaseonasmartphone.Additionally,Amazonshoppersover40aresignificantlymorelikelytouseadesktopoverasmartphonetomakeapurchase,andthosebetweenages18-21arethemostapttobuyfromtheirsmartphone.

PrimeMembers

Non-PrimeMembers

62%

Computer

73%

Althoughanincreasingamountoftrafficforonlineshoppingderives

frommobiledevices,asignificantnumberofusersarestillinclinedtomaketheirpurchasesviaadesktop,sellersandbrandshavearesponsibilitytocreateashoppingexperiencethatappealstoconsumersregardlessofthedevicethetrafficcomesfrom.

27%

Smartphone

19%

10%

7%

Tablet

1%

0%

0%

1%

VoiceAssistant

Other

?FEEDVISOR

12

YoungerConsumersandPrimeMembersAreMoreLikely

toOwnVoice-ActivatedDevices

WhenaskediftheyownanAmazonAlexa,GoogleHome,orothervoice-

activateddevice(VAD),64%respondedthattheydonot,while36%do.

ConsumersWhoOwnaVoice-ActivatedDevice

36%

Yes

No

64%

YoungerAmazonconsumers—particularlythosebetweenages18-21—aremorelikelytoownaVADthanolderconsumers,andthosewithhigherincomesaremorelikelytoownonebutnotlikelytohaveuseditforshopping.

Only23%ofthosewhomakelessthan$25KperyearownaVAD,

while50%ofthosewhomakemorethan$150Kownone.Moreover,51%ofcurrentPrimemembersownavoice-activateddevice.

Thetechnology,whichisbecomingincreasinglymainstream,allows

forconvenienceandeaseofuseforshoppers.eMarketerpredictsthatbytheendof2019,therewillbenearly23millionU.S.voice-activateddevicebuyers,sosellersandbrandsonAmazoncanworktoadaptproductdetailpagecontenttovoicesearchinordertocapitalizeonthegrowingtrendofvoicecommerce.1

Additionally,frequentonlinebuyersaremorelikelytoownaVAD—

ofthosewhobuyproductsonlinedailyoralmosteveryday,77%ownaVADandofthosewhopurchaseonAmazondailyoralmostdaily,80%ownaVAD.

1eMarketer

?FEEDVISOR

13

ConsumersAreOpentoExperimenting

WithVoiceTechnologyforShopping

ConsumersWhoHaveUsedTheirVoice-ActivatedDevicetoOrderaProduct

Ofthetotalconsumerssurveyed,40%haveusedaVADtoordera

aproduct.Youngeraudiences,including58%ofthosebetween27-32,aremorelikelytohaveusedaVADtoorderaproductthanoldershoppers.Oftheconsumerswhodonothaveavoice-activateddevice,29%arelikelytopurchaseoneinthefuture.

4330%

No

Evenfurther,nearlyhalf(46%)ofPrimemembershaveusedavoice-

activateddevicetopurchaseaproductandoverone-thirdofPrimemembers(36%)arelikelytogetaVADinthefuture.

Yes

60%

ConsumerscandecidetouseanAmazonAlexa,forexample,toplace

ordersforPrime-eligibleproductsfromtheirorderhistory.Iftheitemisavailable,theAlexawillrevealtheitemnameandpriceandconsumerscanreceiveadditionalproductdetailsintheAlexaapp.

ConsumersWhoWouldConsiderUsingTheirVoice-ActivatedDeviceforOrdering

33%

Yes

Although60%ofconsumersthathaveavoice-activateddevicehaveneverusedittoorderaproduct,morethantwo-thirds(67%)wouldconsiderusingittovoiceorderaproductinthefuture,indicativeofconsumers’growingadoptionoftheinnovativetechnology.

No

67%

ConsumerLikelihoodtoGetaVoice-ActivatedDeviceintheFuture

VeryLikelySomewhatLikelySomewhatUnlikelyVeryUnlikely

Unsure

8%

OfthosewhomakeapurchaseonAmazondailyoralmosteveryday,a

strongmajority(86%)ofthemhaveusedtheirVADtomakeapurchaseonAmazonandnearlyhalf(46%)ofPrimemembershavedonethesame.

21%

19%

38%

14%

?FEEDVISOR

14

AmazonIsIndispensable

ThroughouttheUserJourney

WhereConsumersStartTheirSearchforNewProducts

ConsumersareleveragingAmazonthroughoutvariousstagesoftheir

buyingjourneys,fromsearchingtocheckingpricesandscanningproductreviewsthroughtoconversion.Two-thirdsofrespondents(66%)typicallystarttheirsearchfornewproductsonAmazon,andone-fifth(20%)startonasearchenginesuchasGoogle.

4%

4%

3%1%

1%

AmazonSearchEngineBrandWebsite

RetailerWebsiteAnotherMarketplaceSocialMedia

Other

20%

Whenconsumersarereadytobuyaspecificproduct,nearlythree-fourths(74%)gotoAmazon.

66%

ThesecondmostpopularresponsewasasearchenginelikeGoogle

(10%).Nearlythree-quarters(73%)ofPrimemembersstarttheirsearchfornewproductsonAmazonandover80%ofPrimemembersgotoAmazonwhentheyarereadytobuyaspecificproduct,onceagainrevealingstrongmemberloyaltytotheprogram.

WhereConsumersGoWhenTheyAreReadytoBuyaSpecificProduct

4%

4%

5%

3%

1%

AmazonSearchEngineBrandWebsite

RetailerWebsiteAnotherMarketplaceOther

SocialMedia

Additionally,79%ofconsumerswhomakeapurchaseonAmazon

dailyoralmostdailygostraighttoAmazontobuyaproduct.Thisinformationindicatesthatwhenconsumershaveapositivecustomerexperience,theyarelikelytoreturnforfuturepurchases.

10%

74%

?FEEDVISOR

15

WhereConsumersCheckPricesBeforeMakingaPurchase

*Consumerscouldselectallthatapply

Whenitcomestocheckingpricespriortomakingapurchase,82%ofrespondents

gotoAmazon.Morethanone-third(36%)gotoasearchenginelikeGoogleand33%gotoaretailerwebsitesuchas.

AmazonSearchEngine

RetailerWebsiteBrandWebsiteAnotherMarketplaceSocialMedia

Other

82%

36%

33%

Tocheckproductreviews,morethanthree-fourths(79%)ofrespondentsgoto

Amazon,whilenearlyone-third(32%)gotoasearchenginelikeGoogleand25%gotoaretailerwebsite.AsignificantmajorityofconsumerswhoshoponAmazondaily(82%)

24%

17%

5%

3%

checkproductreviews

makingapurchase.

on

Amazon

before

WhereConsumersCheckReviewsBeforeMakingaPurchase

*Consumerscouldselectallthatapply

AmazonSearchEngine

RetailerWebsiteBrandWebsiteAnotherMarketplaceSocialMedia

Other

79%

32%

25%

20%

11%

7%

4%

Tomakesureyouarepricingoptimally,getintouchwithusat/connect

?FEEDVISOR

16

NearlyHalfofConsumersAreNotGoingPast

theSecondPageofSearchResults

WhensearchingforaproducttobuyonAmazon,44%ofconsumersscrollthroughtwopagesorlessofsearchresultsandmorethanaquarter(26%)frequentlybuythefirstproductlistedonanAmazonsearchresultspage.

Additionally,youngerconsumers—particularlythosebetween18-21

yearsold—aremorelikelytoalwaysbuythefirstproductlistedonanAmazonSERP.AsAmazonsolidifiesitspositionasthemainsearchengineforproductdiscovery,sellersandbrandsneedtotakeproactivemeasurestoensureproductpositioningonpagesoneandtwo.

Amazon’sSearchEngineCaterstoConsumers

Interestingly,only21%ofconsumersrarelyorneverbuythefirst

productlistedonanAmazonsearchresultspage,revealingtheimportanceforsellersandbrandstogainthattop-rankedposition,asitoftenleadstoconsumerconversion.

Anoverwhelmingmajorityofconsumers(95%)aresatisfiedwiththe

resultstheygetwhensearchingforproductsonAmazon.Evenfurther,71%ofconsumerswhoshoponAmazondailyoralmostdailyarehighlysatisfiedwiththeirsearchresults.Amazonoffersconsumersoptionstohelpmakethisprocessasseamlessaspossible,allowingthemtosortsearchbyprice,newarrivals,customerreviews,featureditems,orproductcategory.

AverageNumberofPagesConsumersScrollThroughWhenSearchingforProductsonAmazon

Page

Pages

Pages

Pages5+Pages

12%

ConsumerSatisfactionWithProductSearchResultsonAmazon

33%

26%

1%

1%

2%

8%

HighlySatisfied

22%

Satisfied

ForthosewhobuyproductsonAmazondailyoralmosteveryday,more

thanhalf(54%)alwaysbuythefirstproductlistedonAmazon’ssearchengineresultspage(SERP).

Dissatisfied

45%

50%

HighlyDissatisfied

Unsure

Foracontentlistingoptimizationanalysis,getintouchwithusat/connect

?FEEDVISOR

17

PriceRemainstheMostSignificantFactorofPurchaseInfluence

OnAmazon,pricedrivesconsumerbuyingdecisions.Foroverfour-

fifthsofrespondents(82%),priceisaveryimportantfactorwhenselectingaproduct.ForPrimemembers,priceiscriticaltoproductselection—82%citeditasaveryimportantfactorthatinformstheirselectionprocess.

Pricetendstobeevenmoreimportantforthelow-incomeAmazonshoppers:

91%ofthosemakinglessthan$25Kviewitasveryimportantand87%ofthosemaking$25-35Kagree.Additionally,factorssuchasPrimeeligibilityandbrandnamemattermoretoyoungerrespondentsthanolderones.

FactorsThatInfluenceConsumerProductSelection

*Consumersindicatedthesefactorswere"VeryImportant"

Price

LowShippingCostPositiveProductReviewsFlexibleReturnPolicyFastShippingTimePrimeEligibility

BrandName

82%

70%

57%

49%

47%

35%

27%

ForananalysisandconsultationofyourAmazonstore,getintouchwithusat/connect

?FEEDVISOR

18

ProductDescriptionsandReviewsDriveConsideration

andPurchaseDecisions

FrequencyofReadingFullProductDescriptionsPriortoMakingaPurchaseonAmazon

Alargemajorityofconsumers(82%)readthefullproductdescriptions

beforemakingapurchaseonAmazon.Forsellersandbrands,havingclear,SEO-richproductdescriptionswillnotonlyhelpsearchrank,butincludingeasy-to-understanddetailsandconcisecopyaboutvalue-addedbenefitsandfeatureswillhelpinformconsumers’buyingdecisions.

AlwaysFrequently/OftenSometimes/OccasionallyRarely

Never

44%

38%

15%

2%

1%

Whenitcomestoproductreviews,77%ofconsumersreadthemtosomedegreebeforemakingapurchase—41%alwaysdoand36%frequentlyoroftendoso.

FrequencyofReadingProductReviewsPriortoMakingaPurchaseonAmazon

Astrongmajority(92%)ofconsumersagreethattheytrustthereviews

onAmazonproductlistings.MonitoringproductreviewscanhelpsellersandbrandsonAmazonstayapprisedofconsumertrends,potentialproductimprovements,andmore.TheyarealsoakeyaspecttoeffectivelymanagingsellerreputationandcanhelpwithSKU-specificanalysisandbenchmarkingagainstthecompetition.

AlwaysFrequently/OftenSometimes/OccasionallyRarely

Never

41%

36%

17%

4%

2%

?FEEDVISOR

19

43%ofConsumersClickonAmazonAdsFromtheWeb;

GoogleIstheTopReferrer

Morethantwo-fifths(43%)ofconsumershaveclickedonan

advertisementthatlinkedtoanAmazonproductwhenbrowsingtheweb.YoungerconsumersaremorelikelytoclickonanAmazonadacrosstheweb,as58%ofthosebetween18-21havedoneso.

Younger,MoreFrequentShoppersAreMoreLikelytoBuy

theItemFeaturedintheAd

FortheconsumerswhoclickedonanadthatlinkedtoanAmazon

product,morethanone-third(37%)wentontopurchasetheitemfeaturedintheadvertisement.Youngerrespondents—specificallythosebetween18-21—areparticularlylikelytopurchasetheitemfeaturedinthead.

OfthoserespondentswhoclickedonanAmazonproductadonthe

web,overthree-quarters(76%)citedGoogleasthetopsourceofthead,followedbyFacebook(49%).

Oftheconsumerswhoshoponlinedailyoralmostdaily,73%have

clickedonanAmazonproductadwhilebrowsingtheweb,and83%ofthempurchasedtheproduct,demonstratingthatwithahighershoppingfrequency,consumersaremorelikelytoallowadstoinformtheirpurchasingdecisions.Morethanhalfofconsumers(51%)whohaveclickedonanAmazonproductadwhilebrowsingthewebarePrimemembersand43%ofPrimememberswhoclickedonanAmazonadonthewebultimatelywentontopurchase.

ChannelsWhereConsumersHaveClickedonanAdThatLinkedtoanAmazonProduct

*Consumerscouldselectallthatapply

GoogleFacebookInstagramTwitterPinterestSnapchat

Other

76%

49%

21%

14%

12%

ConsumersWhoClickedonanAmazonAdFromtheWebandWentontoPurchasetheItem

7%

5%

24%

YesNo

Unsure

37%

40%

ToaccelerateyourAmazonAdvertisingstrategyandincreasediscovery,getintouchwithusat/connect

?FEEDVISOR

20

OnAmazon,Over1/3ofConsumersHaveClickedonaProductAd

WhenshoppingonAmazon,35%ofrespondentshaveclickedona

productadvertisement.Youngershoppersaremorelikelytohavedonesoversusoldershoppers,particularlythoseover40.Ofthosebetweenages18-21,morethanhalf(57%)haveclickedonanproductadvertisementwhenbrowsingforproductsontheplatform.

WhenlookingathowPrimemembershipimpactsconsumerlikelihood

toclickonanad,40%ofcurrentPrimemembershaveclickedaproductadvertisementwhilebrowsingonAmazon.

ConsumersWhoClickedonaProductAdWhenBrowsingonAmazon

17%

YesNo

Unsure

35%

49%

Forend-to-endadoptimizationthatlowersACoSanddrivesvelocity,getintouchwithusat/connect

?FEEDVISOR

21

AmazonAdsResonateDifferentlyforHigh-ValueSegments

WhenaskedhowtheyfeelaboutadvertisementsonAmazon,there

wasnotoneoverwhelminglypopularresponse.However,thismaybebecauseAmazon’smostpopulartypeofpay-per-clickadvertisement

—SponsoredProducts—usuallyblendintothecontentofthepage,soconsumersmaynotevenbeawaretheyareclickingonanad.

Nearlyone-third(31%)ofconsumersrarelynoticetheads,aquarter

findthemdistracting,and21%findthemtobehelpful.Interestingly,only6%ofconsumersdonottrustAmazon’sads.Amazonhasworkeddiligentlytobecomeoneofthemosttrustedretailinstitutionstoeverexist,andtheyextendthatcommitmentthroughallaspectsoftheirbusiness,includingtheirdedicationtoadvertisingandoptimizingtheconsumerexperience.

Forthoseconsumerswhobuyproductsonlinedailyoralmosteveryday,60%findtheadstobehelpful.

HowConsumersFeelAboutAdsonAmazon

31%

IRarelyNoticeThem

25%

TheyAreDistracting

21%

TheyAreHelpful

TheyAreAlignedWithMyShoppingHabits

IDoNotTrustThem

ForthosewhopurchaseonAmazondailyoralmosteveryday,69%

findthemtobehelpful,revealingthatthosewhoareshoppingandconvertingmoreregularlyarelikelymorefamiliarwithhowtoidentifytheadsandunderstandhowtoutilizethemtotheiradvantage.

18%

6%

ForananalysisofyourAmazonAdvertisingstrategy,getintouchwithusat/connect

?FEEDVISOR

22

Amazon’sPersonalizationEngineDrivesAdd-OnPurchases

Nearlyhalfofconsumers(45%)alwaysorfrequentlynoticeotherproductsuggestionsonanAmazonproductdetailpage.

Next,morethanone-third(36%)select