An Investigation on Amazon Consumer Shopping Habits
To help Amazon third-party sellers run their business better, the Feedvisor and Walker Sands Communications surveyed shopping habits of nearly 1,600 Amazon consumers, including how often they shop, how to make a purchase decision, what are the most important product's features for them, etc., to enable sellers to better understand Amazon consumers.
Feedvisor's research involved 65% of Prime members and 35% of non-Prime members. Respondents were between the ages of 18 and 70, with 27% of respondents aged 27-32 accounting for 27% of the total.
For Amazon consumers, shopping is a habit. A survey shows that most Amazon consumers make regular online purchases, with nearly 60% of respondents saying they shop online at least once a week. Prime members buy online more often, with 6% of non-Prime members online shopping each day, compared to 15% of Prime members.
Consumers browsing Amazon and shopping will continue to increase. Up to 85% of Prime members access Amazon at least once a week, compared to 56% for non-Prime members. Over 45% of Prime members buy products on Amazon at least weekly, compared to 13% for non-Prime members. This means that those who can further narrow the gap between browsing and buying sellers will have huge sales opportunities.
Nearly half of consumers use mobile devices online shopping. Despite the majority of consumers (51%) who purchased online through the PC, mobile devices performed well. 47% of consumers said they would use mobile devices for online shopping, it increases compared to 41% last year. In addition, the survey also showed that Amazon Prime members use mobile device online shopping more often than non-Prime members, who are more likely to use Amazon App than non-Prime members. Nearly half of Prime members who use mobile device online shopping have nearly a quarter of them using Amazon App, compared with only 14% of non-Prime members. These statistics eventually demonstrate the growth of mobile commerce and the importance of optimizing the Mobile-site, and sellers who have not yet enhanced their mobile device user shopping experience should give priority to this.
Amazon's one-stop shopping. In addition to shopping, consumers will use Amazon to browse products, view ex-gratia, compare price and check for availability and delivery speed. Consumers use Amazon at a higher frequency than Wal-Mart, eBay, Alibaba and Jet.
Research shows that 51% of consumers visit Amazon primarily because of the price of a particular product. This shows that Amazon consumers are very smart, but also shows the importance of price in the market competition. Only about one-third of Amazon's consumers are ready to buy directly from Amazon. Prime members are more likely than non-Prime members to view Amazon in order to view promotions and daily discounts, check delivery speed, and more. The Prime logo is also a factor that Prime members will consider before buying. Here's the main reason why Prime members and non-Prime members browse Amazon:
Amazon shrewd shoppers. 75% of Amazon consumers preferred Amazon shopping. Nearly half (44%) of consumers said they would always check Amazon's prices before buying on another site. Shoppers also regularly compare Amazon's prices with different brands or retailers through Google. Obviously, consumers often regularly compare prices. As a result, successful third-party sellers need to be able to quickly adjust prices to remain competitive.
Most shoppers (60%) quickly see the first page of search results before deciding to buy, and almost all shoppers (97%) read the complete product description "sometimes" or "always", highlighting the importance of product description. The seller should ensure that all details are accurate, including relevant product size and size charts, as well as HD images of multiple views.
Price drive consumer make purchase decision. Price is still the most important factor affecting Amazon's shopping decisions. Sixty-five percent of Amazon consumers value the price as a primary factor when making a purchase decision. Other factors they consider include free delivery (56%) and praise (50%). As a result, sellers can quickly adjust product prices to maximize profits. Here are some of the factors that make consumers want to shop more on the Amazon.
Product ratings and reviews are important. There is no doubt that ratings and reviews can contribute to or lead to a deal failure. Nearly 90% of Amazon consumers said they would not consider buying products rated below 3 stars. Sellers ratings are also important: Nearly 79% of respondents said they checked "often" or "always" third-party sellers' ratings before deciding to buy them.
For these reasons, sellers should strive to encourage consumers to give positive feedback and establish a good reputation, with 52% of consumers always checking sellers' ratings before buying. In order to do this, sellers should provide good service, make consumers happy, and promptly respond to possible problems.
Consumers trust Amazon Logistics. While most consumers buy products from third-party sellers, most consumers apparently believe in Amazon's logistics. The findings reflect Amazon's strong reputation and as one of the main reasons why most third-party sellers are shipping via FBA.
Fast and Free Shipping Can Make Sellers Stand Out. Shipping and delivery times remain one of the most important ways to lose consumers. The vast majority (83%) of respondents said that shipping costs will prevent them from shopping.
The length of delivery is also an important consideration in influencing consumers' purchasing decisions. About one-fifth of respondents said they would buy from other sellers if they delivered over 3-5 business days, and one-third said if deliver period is more than 5-7 jobs Day, they will buy elsewhere.
Electronics surpass Books Becoming the Most Popular Product. In the past year, the sales rankings for electronics and eBooks and movies have essentially changed: three-fifths of respondents in 2017 said they bought the electronics on Amazon , Up from 54% in 2016. 51% of respondents said they purchased books, down from 61% in 2016.
The survey highlights Amazon Prime members are more likely to buy daily necessities on Amazon, such as miscellaneous food and beauty products. More than half of Prime members buy personal care and beauty products from Amazon, compared to 32% for non-Prime members. In addition, 31% of Prime members buy grocery products from Amazon, compared to only 12% of Prime members.