Amazon is breaking the internet, or at least its traditional search engines.
The annual “State of Amazon” study by BloomReach showed that 55% of online shoppers now head to the online behemoth for product searches before hitting up Google, Yahoo or any other e-commerce site. BloomReach has been keeping an eye on Amazon’s uptick, which has gained a 11% share increase since last year’s study was published (their mid-year survey placed this number at 53%).
The allegiance doesn’t stop there. The “State of Amazon” also found that Amazon is involved in almost all online shopping activities, a statistic they mostly credit it to comparison shopping. For example, if a consumer finds an item on another site, approximately nine out of 10 will still check Amazon’s pricing before making their purchase. That does not necessarily mean that they will buy on Amazon over their findings, but it does point to the e-tailer’s online influence, with 78% of participants admitting this often or always happens during their online purchasing.
Congruently, search engines and retailers are rapidly losing ground, accounting for just 28% and 16%, respectively, of online product searches.
“Amazon continues to be the first destination when consumers want to find a product, driven largely by a perceived superior end-to-end experience. Online shopping is all about relevance and convenience, and comparison shopping has never been easier – especially with mobile growth,” said Jason Seeba, BloomReach head of marketing. “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.”
The best way to compete with Amazonis to deliver high-quality experiences, the study suggests with a whopping 58% of respondents saying they’ve left a retailer’s site for Amazon after having a poor experience.
— Christine Galasso