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:
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