Amazon Takes a Bite Out of Search
If you haven’t incorporated Amazon into your search strategy, it’s time to reconsider your strategy. Over the last three years, Amazon has surpassed search engines as the place to start shopping online for products. According to a PowerReviews survey from 2016, 38 percent of people start their product searches on Amazon versus 35 percent who start on Google. A more recent survey from financial services firm Raymond James states a larger variance, with 52 percent starting at Amazon and only 26 percent starting on a search engine. No wonder Eric Schmidt of Google famously called out Amazon as its biggest search competitor in 2014.
I was surprised the first time I heard this information about search behavior on Amazon because Googling things has become second nature to me as a search marketing professional. Then I thought of my experiences as a new mom with an Amazon Prime account, and the numbers started to make more sense. Every time my son suddenly grows, or we’re almost out of some baby toiletries, or I don’t feel like making that third (or fourth) trip to the store, I go directly to Amazon. I can’t remember the last time I started shopping for a product on Google first.
Why are more people heading directly to Amazon? As it turns out, the main reasons most people start their searches on Amazon are:
- The large variety of products.
- Free shipping.
- Better deals.
- The number of product reviews available.
Another factor to consider is how many people who have an Amazon Prime account. According to Consumer Intelligence Research Partners, 60 percent of Amazon customers are Prime members, and Prime members make up about 80 million people from the United States. Why would a person paying for a Prime account look somewhere other than Amazon first when online shopping?
So what does this information mean for companies that rely on paid search and SEO as the main drivers of online sales? Shoppers who start their search on Amazon may very well stay on Amazon if they find what they want when they want it. For those shoppers, it does not matter how greatly organized and efficient a brand’s AdWords account is or how high the organic results are. People who start a search on Amazon and stay on Amazon will never see the ads and are very unlikely to purchase products from these companies. Brands that rely on e-commerce should continue to advertise on search engines. But it is also important for advertisers to take a serious look at their marketing strategy to see if incorporating Amazon into the mix makes sense.
Need help in figuring out if adding Amazon to your plan is the right strategy for you? True Interactive can help. Contact us for more information.