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2019 Amazon Consumer Shopping Study
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"2019 Amazon Consumer Shopping Study"

How Shoppers Browse and Buy on Amazon

Amazon’s dominance as the primary destination for online shoppers is well-documented, with 63% of Gen Z consumers heading to the marketplace to buy clothing. While Amazon’s retail influence continues to grow, CPC Strategy, now part of Elite SEM, has tracked how shopper behavior on the Marketplace is evolving. The 2019 Amazon Consumer Shopping Study found that while many consumers visit Amazon with a specific purchase in mind, a significant majority now use Amazon to discover new products and brands across a range of categories. In fact, 75% of Amazon shoppers look to the Marketplace for new product and brand discovery - a 25% increase since 2017. An additional data point found that 52.2% of shoppers are more willing to buy a brand they’re not familiar with on Amazon than they would be at any other store.

Now in its third year, CPC Strategy’s Amazon Consumer Study tracks shopping habits on the Marketplace by asking shoppers how much time they spend browsing on the site and how much money they spend on Amazon each month, which devices they use to shop, which items they purchase most frequently, and what drives their buying decisions.

Other key findings:

  • 53% of Amazon shoppers spend more than $50 per month - That spending more than doubles for shoppers who are Prime members
  • Electronics, Beauty and Casual Clothing are top categories - Items most frequently purchased across age and gender included Electronics, Computers & Office, Beauty & Health, and Clothing, Shoes, Jewelry, & Watches, with Millennials in particular showing interest in Amazon’s Prime Pantry, suggesting an opportunity for CPG companies to tap into this market.
  • 41% rank price as the most important factor in making a purchase - Shoppers value a bargain more than product reviews, product descriptions or free shipping
  • 77% of shoppers did not make a purchase on Amazon on Black Friday - This speaks to Amazon's push to make major shopping holidays more of a week-long or month-long event vs. just one day

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