Amazon continues to be the number one search engine for product-related searches in the United States and has increased its lead over rival Google, according to a new survey conducted by personalisation enterprise BloomReach.
The State of Amazon study analysed consumer behaviour earlier this month and found that 55 per cent of online shoppers now begin their product journey on the popular electronic commerce site, compared with 28 per cent on search engines and 16 per cent on other retailer sites. This is an increase across the board for Amazon compared to the figures from last year.
The study also highlights how intertwined Amazon is with general online shopping activities, as nine out of ten consumers will search for a product that they want to buy on its website or app, even if they have seen it first on another site. More than two-thirds also look at rival commerce sites to compare Amazon’s prices.
Amazon’s position as product search leader is not quite as clear-cut on mobile devices, as 50 per cent of users start viewing items on its platforms on smartphones and tablets compared to 34 per cent on Google, Bing or other search engines and 16 per cent on retailer mobile sites and apps.
The majority of the 2,000 people surveyed revealed that the high-quality end-user experience is one the main reasons why they continue to flock to Amazon’s platforms for product searches and to complete the buying cycle. A further 58 per cent have also clicked away from a retailer site to return to Amazon due to a poor experience.
This all bodes well for Amazon ahead of the upcoming holiday season, as a staggering 94 per cent of online shoppers claim that they will search and shop on the website before and during the festive period.
“Amazon continues to be the first destination when consumers want to find a product, driven largely by a perceived superior end-to-end experience,” BloomReach’s head of marketing, Jason Seeba, said. “Online shopping is all about relevance and convenience, and comparison shopping has never been easier – especially with mobile growth.
“However, while online retailers increasingly feel the pinch, search engines still play an integral part of an e-commerce strategy. This study highlights that just because consumers start on Amazon, that doesn’t mean they ultimately buy from Amazon. Instead, they’re often comparing and researching products on search engines and other retailers.”