1、1|Getting to Know Your Customers:Amazon User Study 2018 2018 Feedvisor The Algo-Commerce CompanyGETTING TO KNOW YOUR CUSTOMERSAMAZON USER STUDY|2018 2018 Feedvisor The Algo-Commerce CompanyAs Amazon continues to grow and shape the e-commerce world,online sellers are looking for new ways to beat the
2、competition and attract customers.For the second year in a row,we created this report as part of our efforts to provide third-party sellers with content that is relevant and critical to managing their business.To do this,we asked over 1,500 Amazon customers about their buying habits,including how of
3、ten they make purchases,how they determine which items to buy and which sales factors are most important to them.Overall,our data reveals that Amazon shoppers and Prime members are shopping more frequently and have higher expectations for sellers than just last year.For example,68 percent of Prime m
4、embers make online purchases at least once a week,up from 50 percent last year.This report describes the survey results and shares valuable insights into the data.We hope that this information will be helpful to Amazon third-party sellers as they continue to grow and develop their online business.IN
5、TRODUCTION2|Getting to Know Your Customers:Amazon User Study 20183|Getting to Know Your Customers:Amazon User Study 2018 2018 Feedvisor The Algo-Commerce CompanyKEY FINDINGSThe 2018 Amazon User Study uncovered the following trends and statistics:Almost two-thirds of Amazon shoppers(65 percent)rank p
6、rice as the most important factor(above faster shipping,free shipping and better product assortment)when purchasing on the site.Just under 80 percent of respondents always or often check third-party seller ratings when buying from a third-party seller.Three-quarters of Amazon users will start their
7、shopping journey with the Amazon search box.Of the 1,500 Amazon shoppers surveyed,47 percent report shopping with their mobile devices.Almost 60 percent report that they shop online weekly,and Prime members are more than twice as likely to shop online daily than regular consumers(15 percent vs.6 per
8、cent).About a third of Amazon users go straight to Amazon,ready to buy.Other shoppers spend more time on the site researching products,comparing prices and browsing daily deals.Over 95 percent of all Amazon users report that they always or sometimes read full product descriptions before purchasing.2
9、018 Feedvisor The Algo-Commerce Company The Amazon User Study 2018 was conducted by Feedvisor in partnership with Walker Sands Communications.A total of 1,576 respondents participated.Prime members comprised 65 percent of respondents,while 35 percent were non-Prime members.Males and females were eve
10、nly split.Ages of respondents ranged from 18 to 70+.The largest concentration was ages 2732,who made up 27 percent of respondents.*Please note that numbers may have been rounded to the nearest percent and may not add up to 100 percent.ABOUT THE STUDY4|Getting to Know Your Customers:Amazon User Study
11、 2018 2018 Feedvisor The Algo-Commerce Company5|Getting to Know Your Customers:Amazon User Study 2018 2018 Feedvisor The Algo-Commerce CompanyThe survey revealed that the majority of Amazon customers shop online regularly:nearly 60 percent of respondents said that they shopped online at least once a
12、 week(for this study,online shopping refers to the full range of shopping activities on mobile devices,desktops or retail applications).Not surprisingly,Prime members shopped online even more often;for example,6 percent of non-Prime Amazon members shopped online daily,compared to 15 percent of Amazo
13、n Prime members.FOR AMAZON CUSTOMERS,SHOPPING IS A HABIT Approximately how often do you shop online?Approximately how often do you shop online?DailyDaily6%15%12%Less than once per monthLess than once per month5%17%9%Once/monthOnce/month16%17%18%Once/weekOnce/week22%14%19%Once every two weeksOnce eve
14、ry two weeks12%29%17%Two or more times a weekTwo or more times a week31%16%26%-Prime member-Non-Prime member-Total respondents6|Getting to Know Your Customers:Amazon User Study 2018 2018 Feedvisor The Algo-Commerce CompanyA whopping 85 percent of Prime shoppers visit Amazon at least once a week,whil
15、e 56 percent of non-Prime shoppers report the same.Interestingly,the data calls attention to the journey from browsing to purchasing.Over 45 percent of Prime members purchase on Amazon at least once a week about half of the number who browse weekly.With non-Prime members,the difference is even more
16、pronounced,with 13 percent purchasing on Amazon at least once a week just under a quarter of those who report weekly browsing.These numbers have increased significantly since last year,demonstrating the continued growth of using Amazon more during browsing and the rise of more frequent purchasing on
17、 Amazon.Last year,75 percent of Prime members and 32 percent of non-Prime members shopped on Amazon at least once a week,and 30 percent of Prime members and 4 percent of non-Prime members purchased on Amazon at least once a week.For sellers,this indicates a massive opportunity for those able to furt
18、her close the gap between browsing and buying.AMAZON SHOPPING AND PURCHASING CONTINUE TO INCREASEApproximately how often do you visit Amazon?Once/week18%18%Once every two weeks15%9%Two or more times a week27%36%Daily11%31%Less than once per month13%2%Once/month16%5%-Prime member-Non-Prime memberAppr
19、oximately how often do you make a purchase on Amazon?Daily1%6%Less than once per month8%39%Once/month20%32%Once/week22%9%Once every two weeks26%16%Two or more times a week18%3%-Prime member-Non-Prime member 2018 Feedvisor The Algo-Commerce Company 2018 Feedvisor The Algo-Commerce Company7|Getting to
20、 Know Your Customers:Amazon User Study 2018While desktops remain the most popular method for customers to shop online(51 percent),mobile is rapidly gaining ground.Forty-seven percent of customers said that they shop using mobile devices,up from 41 percent who shopped with mobile devices last year.Mo
21、reover,our survey revealed that Amazon Prime members shop on mobile more than non-Prime members,and are much more likely to use Amazons mobile app than non-Prime members.Half of Prime members shop using mobile,of which nearly a quarter use Amazons mobile app,compared to just 14 percent of non-Prime
22、members.These statistics conclusively show the growth of mobile commerce and the importance of optimizing websites for mobile use.Sellers who have not yet enhanced the shopping experience for mobile users should make it a priority.NEARLY HALF OF CUSTOMERS USE MOBILE DEVICESWhich of the following dev
23、ices do you use most often to make a purchase?Which of the following devices do you use most often to make a purchase?Desktop49%55%Mobile41%50%-Prime member-Non-Prime member 2018 Feedvisor The Algo-Commerce Company20172%51%47%2016 57%40%3%-OtherDesktopMobile8|Getting to Know Your Customers:Amazon Us
24、er Study 2018 2018 Feedvisor The Algo-Commerce CompanyAMAZON IS THE ONE-STOP SHOPThe Amazon experience goes far beyond just making purchases.Customers take advantage of the platform for browsing products,deals,comparing prices and checking availability and delivery speed.Amazon is used for these pur
25、poses much more than Walmart,eBay,Alibaba and Jet.Browsing all new products in a specific category 73%4%19%17%3%81%Comparing prices on a specific item that I might purchase,depending on cost 3%20%19%6%78%5%21%17%3%Checking product availability 2%50%27%32%59%I never find this option helpfulIn the fol
26、lowing situations,which platform do you find most helpful?80%5%19%18%4%When I know Im ready to buyComparing prices on a specific item with an intent to purchase 76%5%21%23%3%Browsing for new deals and daily discounts 82%4%18%19%3%Checking speed of delivery 81%7%15%16%3%-2018 Feedvisor The Algo-Comme
27、rce Company9|Getting to Know Your Customers:Amazon User Study 2018The study revealed that customers top reason for visiting Amazon is to compare prices for items they intended to purchase(51 percent).This is an indication of how market-savvy Amazon customers are and speaks to the importance of compe
28、tition on price for sellers.Only about one-third of Amazon users come to the site ready to buy.Prime members were much more likely than non-Prime members to visit Amazon to browse deals and daily discounts(49 percent of Prime members compared to 32 percent of non-Prime members),and check delivery sp
29、eed(21 percent,compared to 10 percent).Prime eligibility is also an important consideration for Prime members,which 35 percent report checking before making a purchase.2018 Feedvisor The Algo-Commerce CompanyWhich of the following describes the reason you typically go to Amazon?49%Browsing for new d
30、eals and daily discounts 32%34%28%Browsing all new products in a specific category 42%44%Comparing prices on a specific item that I might purchase,depending on cost 35%29%Checking product availability 30%35%When I know Im ready to buy 35%5%Checking to see if the item is Prime eligible 51%50%Comparin
31、g prices on a specific item with an intent to purchase21%10%Checking speed of delivery-Prime member-Non-Prime member10|Getting to Know Your Customers:Amazon User Study 2018 2018 Feedvisor The Algo-Commerce CompanyThe majority of Amazon customers(75 percent)will start their shopping journey with the
32、Amazon search box,and nearly half(44 percent)say they will always check prices on Amazon before purchasing on another site.Shoppers will also“often”or“always”check Amazons prices against a different brand or retailer site with a Google search.Clearly,customers compare shopping deals on a regular bas
33、is.Because of this,successful third-party sellers need to be able to quickly adjust prices to remain competitive.AMAZONS SAVVY SHOPPERSWhen searching for an item on Amazon,where do you typically start your product search?The Amazon search boxTodays DealsThe Departments tabBy Googling the product,inc
34、luding“Amazon”in the search termsTypically,do you check prices on a different site(such as a brand or retailer)before making a purchase on Amazon?Typically,do you check prices on Amazon before purchasing a product on a different site(such as a brand or retailer)?Yes,always-44%Yes,always-25%Yes,alway
35、s-18%Yes,often-31%Yes,often-28%Yes,often-24%Yes,sometimes-21%Yes,sometimes-39%Yes,sometimes-40%No,never-4%No,never-8%No,never-18%Typically,do you check prices through a Google search before making a purchase?75%8%6%4%11|Getting to Know Your Customers:Amazon User Study 2018Before deciding to purchase
36、,the majority of shoppers(60 percent)scroll past the first page of search results and nearly all shoppers(97 percent)“sometimes”or“always”read the full product description.The survey results underscore the importance of having superior product descriptions.Sellers should make sure that all details a
37、re accurate,include product dimensions and sizing charts when relevant,and provide high quality images with multiple views,so people know what they are buying.2018 Feedvisor The Algo-Commerce CompanyWhen searching for an item to purchase on Amazon,do you typically scroll past the first page of searc
38、h results?Yes-60%No-40%How often do you read the full product description when making a purchase on Amazon?Always-54%Sometimes-43%Rarely-2%Never-1%2018 Feedvisor The Algo-Commerce CompanyPrice remains the most significant factor of influence for Amazon shoppers.A full 65 percent of Amazon customers
39、ranked lower price as the main factor they consider when deciding to purchase on Amazon.Other factors they considered included free shipping(56 percent),and positive reviews(50 percent).With Amazons rapidly changing dynamic pricing,working with a partner to help navigate and change prices quickly to
40、 maximize profits can clearly be a good way to compete.PRICE DRIVES BUYING DECISIONSWhich of the following would make you more likely to purchase a product on Amazon?Amazon recommendationsPositive product reviewsLower priceFree shippingFast shipping Amazon Prime 12|Getting to Know Your Customers:Ama
41、zon User Study 201819%50%65%56%27%31%13|Getting to Know Your Customers:Amazon User Study 2018Theres no question that ratings can make or break a sale.Almost 90 percent of Amazon customers indicated that they would not consider purchasing a product with less than 3 stars.Seller ratings matter as well
42、:nearly eight in 10(79 percent)say they“often”check the ratings of third-party sellers before deciding to purchase.For these reasons,sellers should make great efforts to encourage positive feedback and build a stellar reputation,especially as 57 percent of consumers always consider the sellers name
43、before making a purchase.To accomplish this,sellers should provide superior service and keep customers happy by promptly responding to any issues that might come up.THE IMPORTANCE OF GOOD RATINGS AND REPUTATION 2018 Feedvisor The Algo-Commerce CompanyPlease select the option that best completes the
44、following statement:“I would purchase a product that had a rating as low as _ stars.”When buying from a third-party seller on Amazon,do you check the seller rating?Always-52%1%1%3%6%26%28%25%5%6%Sometimes-16%Often-27%Rarely-3%Never-2%14|Getting to Know Your Customers:Amazon User Study 2018Do you tru
45、st packages shipped by Amazon more than packages shipped by a third-party seller?Yes-79%No-9%I dont look to see whos shipping the product-12%While the vast majority of customers have purchased items from third-party sellers,most consumers trust Amazons shipping more.These survey responses reflect th
46、e power of Amazons name and reputation,and one of the primary reasons third-party sellers sign up for Fulfillment by Amazon(FBA).Adding the Amazon name and shipment power behind a product offered by a third-party seller can make it significantly more sellable.CUSTOMERS TRUST AMAZONS SHIPPING 2018 Fe
47、edvisor The Algo-Commerce Company 2018 Feedvisor The Algo-Commerce CompanyDo shipping charges deter you from making a purchase?No-17%Yes-83%“If my delivery time was more than _,I would purchase from a different seller or website.”Same-day4%1 day4%2 days13%5-7 business days 34%Longer shipping times w
48、ouldnt deter me from making a purchase 24%Shipping charges and lengthy delivery time remain among the surest ways to lose customers.The overwhelming majority 83 percent of respondents indicated shipping charges deterred them from making a purchase.Shipping time is a significant sales consideration a
49、s well.About one-fifth of respondents indicated they would buy from another seller if shipping took more than 3-5 business days,while one-third said they would buy elsewhere if shipping took more than 5-7 business days.Amazon sellers should take note that the faster and cheaper products are shipped,
50、the better.This is yet one more important reason that many sellers choose FBA or Seller-Fulfilled Prime.FAST AND FREE SHIPPING SETS SELLERS APART15|Getting to Know Your Customers:Amazon User Study 20183-5 business days21%2018 Feedvisor The Algo-Commerce Company16|Getting to Know Your Customers:Amazo
