Is Amazon the go-to search engine this holiday season?

Is Amazon the go-to search engine this holiday season?

October 31, 2016 4:06 pm

Almost everybody is aware of that the overwhelming majority (ninety three%) of on-line experiences start with a search engine, however once you’re trying to end off your vacation buying listing, what search engine do you go to? Amazon or Google?

In 2012, a Forrester report discovered that 30% of all internet buyers begin analysis merchandise at Amazon. Wordtracker even went as far as to say that “Amazon has not solely topped Google because the primary buying search engine, however has attracted droves of particular person and company sellers to its market.”

Apparently, not a lot has modified since that point.

A current research at the beginning of peak season for ecommerce has revealed that on-line retailer Amazon has taken an enormous lead and turn into the primary place shoppers go to seek out merchandise.

The research, run by personalization platform firm BloomReach and Survata discovered that roughly fifty five% of consumers use Amazon earlier than another website when looking for merchandise on-line. This was the second annual “State of Amazon” research.

While the corporate’s positive aspects are spectacular, it’s nothing in need of what shoppers and researchers have come to anticipate from the retail big.

In 2015, Amazon surpassed Wal-Mart as probably the most priceless retailer within the US, and its numbers solely proceed to develop. In the previous, many extra individuals would first flip to a search engine reminiscent of Google, however the variety of providers that Amazon gives places the corporate at a definite benefit for the approaching vacation season.

The research

BloomReach’s second annual “State of Amazon” research surveyed P,000 D.R. shoppers over the 2016 Labor Day weekend and revealed shocking outcomes. While fifty five% of shoppers reported going to Amazon earlier than another retailer, serps and different retailers misplaced equal floor, pulling in solely 28% and sixteen% of shoppers, respectively.

bloomreach amazon stats

The firm’s lead has solely elevated since BloomReach’s inaugural “State of Amazon” research, carried out in 2015. BloomReach carried out an analogous research in April, which revealed that Amazon already possessed fifty three% of shoppers’ first product search.

As it seems, Amazon is concerned in almost all on-line purchasing experiences. In reality, roughly ninety% of shoppers will conduct a search on Amazon even when the product they need is on one other retailer’s website.

bloomreach amazon stats

“Amazon continues to be the primary vacation spot when shoppers need to discover a product, pushed largely by a perceived superior finish-to-finish expertise,” stated Jason Seeba, BloomReach head of marketing. “Online purchasing is all about relevance and comfort, and comparability purchasing has by no means been simpler – particularly with cellular progress.”

The retailers

Amazon’s grip on the general public doesn’t cease at basic purchasing, both. With the vacation season creeping upon us, the web retailer is predicted to be the primary vacation spot for nearly all on-line vacation buying. Approximately ninety four% of shoppers reported plans to finish their vacation purchasing on Amazon, as nicely.

While retailers are feeling the pinch of Amazon’s extremely excessive shopper numbers, that doesn’t imply they’re completely knocked out of the sport. In reality, a majority of survey respondents stated that different retailers have been higher at tailoring their web sites and product suggestions.

Roughly one in 5 respondents reported that high quality was their largest concern whereas buying at Amazon. It’s comparatively straightforward to purchase some objects, however others face a excessive price of counterfeit complaints.

In reality, the most important complaints got here from clients who used Amazon’s comparatively new “market” function. In an effort to compete with Etsy, one other on-line retailer, Amazon created a 3rd-social gathering area for shoppers to work together in a lot the identical approach they do on Etsy.

However, the rising artisan group got here into Q3 2016 with a robust lead over Amazon’s Marketplace.


Amazon might have some fierce competitors on-line from the Etsy artisan group, however different retailers are scuffling with their ecommerce for the vacation season.

Wal-Mart particularly is making an enormous push to increase their on-line presence as vacation season creeps ever nearer.

However, buyers are nonetheless on the lookout for proof that the payoff might be value all the money and time in the long run. The firm said that it plans to spend roughly $eleven billion in its subsequent fiscal yr on ecommerce initiatives whereas nonetheless specializing in transforming its shops.


Wal-Mart, whereas its ecommerce spending may be alarming, isn’t new to any such funding. In reality, its US on-line gross sales are second solely to Amazon, the corporate it’s at present trying to surpass.

As some of the profitable brick-and-mortar franchises within the nation, Wal-Mart definitely doesn’t have something to worry so far as vacation gross sales go. The largest situation for the corporate is whether or not its buyers will see the present ecommerce spending essential to compete with Amazon.

The consumers

Whether it’s brick-and-mortar retail purchasing or it begins on a search engine, vacation creep has arrived. In reality, by the point Labor Day rolled round this yr, almost half of American mother and father had already began their vacation buying.

Retailers like Macy’s and Best Buy have already began their vacation promoting campaigns, even going as far as to deck out their shops in purple and white vacation garb.

According to knowledge from final yr’s Rubicon survey, solely forty two% of oldsters had began their vacation purchasing by September. This yr marks a big improve of their knowledge, though different research reveal that Rubicon’s numbers might run a bit excessive.

According to a report from 2015, solely about 14% of American shoppers had began thier vacation purchasing by September. However, their most up-to-date survey confirmed the identical upward development in these shoppers selecting to buy earlier within the yr.

American mother and father are anticipated to spend roughly $B,711 in the course of the 2016 holidays, in accordance with Rubicon. And because the BloomReach survey suggests, most of them can be headed to search engines like google and yahoo and Amazon for his or her preliminary searches.

According to the BloomReach “State of Amazon” research, when vacation consumers have an concept of what they need, fifty nine% will begin on Amazon and 24% will begin on a search engine. However, even a Google search is more likely to direct shoppers to Amazon earlier than another retailer.

Amazon’s presence within the e-commerce group hasn’t gone unnoticed by shoppers, both. In reality, one in 5 shoppers revealed they have been involved concerning the firm’s dominance relative to different shops.

In conclusion

Amazon, whereas a powerhouse within the ecommerce group, nonetheless has a couple of problems with its personal to work out. For one, its artisan-solely Marketplace doesn’t supply the type of authenticity and repair that websites like Etsy do. Consumers are usually not solely involved with counterfeit merchandise, however with the corporate’s dominance over the web group.

Nevertheless, the corporate hasn’t pushed search engines like google or different retailers utterly out of the vacation purchasing recreation. A good chunk of shoppers nonetheless flip to serps earlier than they conduct an Amazon search, though most search engines like google and yahoo direct them to Amazon earlier than different retailers.

Holiday purchasing season has arrived, and though Amazon has its faults, fifty three% of shoppers nonetheless report having left one other website in favor of Amazon. This yr’s vacation buying tendencies simply might mark an enormous milestone for the corporate.

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