Amazon Not Just First Stop for Shopping; Marketplace Also Emerges as Top Destination for Discovery

SAN DIEGO, April 04, 2019 /PRNewswire-PRWeb/ -- Amazon's dominance as the primary destination for online shoppers is well-documented, with 63% of Gen Z consumers heading to the marketplace to complete a clothing purchase. While Amazon's influence over the retail industry continues to grow, CPC Strategy, now part of Elite SEM, has tracked how shopper behavior on the Marketplace is evolving. Released today, The 2019 Amazon Consumer Shopping Study found that while many consumers visit Amazon with a specific purchase in mind, a significant majority of shoppers now use Amazon to discover new products and brands across a range of categories.

"Brands looking to attract the up-and-coming generation of shoppers should look to Amazon for guidance," said Rick Backus, CEO and co-founder of CPC Strategy, now part of Elite SEM. "In a shocking discovery, we learned that 75% of Amazon shoppers look to the Marketplace for new product and brand discovery - a 25% increase since 2017. Brands can't ignore the fact that their customers are most likely shopping on Amazon, and businesses are just now beginning to realize that Amazon can be leveraged as a Demand Generation platform."

As an increasing amount of shoppers are turning to Amazon to discover new brands and products, an additional data point found that 52.2% of shoppers are more willing to buy a brand they're not familiar with on Amazon than they would be at any other store.

Now in its third year, CPC Strategy's Amazon Consumer Study tracks shopping habits on the Marketplace by asking 2,000 shoppers how much time they spend browsing on the site and how much money they spend on Amazon each month, which devices they use to shop, which categories they purchase most frequently, and what drives their buying decisions.

Other key findings of the report:

• 53% of Amazon shoppers spend more than $50 per month - That spending more than doubles for shoppers who are Prime members
• Electronics, Beauty and Casual Clothing are top categories - Items most frequently purchased across age and gender included "Electronics, Computers & Office" (35%), followed by "Beauty & Health" (14.7%), and "Clothing, Shoes, Jewelry, & Watches (14.4%), with Millennials in particular taking a real interest in Amazon's Prime Pantry, suggesting an opportunity for CPG companies to tap into this market.
• 41% rank price as the most important factor in making a purchase - Shoppers value a bargain more than product reviews, product descriptions or free shipping
• 77% of shoppers did not make a purchase on Amazon on Black Friday - This speaks to Amazon's push to make major shopping holidays more of a week-long or month-long event vs. just one day

What can brands learn from this research? There's a tremendous opportunity for smaller and emerging brands to sell to a broader audience in a Marketplace where customers base their purchase decisions on price and reviews rather than brand loyalty. Larger, established brands will need to create an ad strategy that ensures their products are being promoted to the right customers at the right time, and at the best price to compete in an increasingly crowded market.

For a full report on the study's methodology and findings, along with analysis of the results that drill down by gender and age group, please visit: https://cpcstrategy.com/2019-amazon-consumer-shopping-study/?utm_source=pr

About CPC Strategy
CPC Strategy is a retail-focused digital marketing agency that specializes in driving performance growth on the channels that directly impact a retailer's digital bottom line. Founded in 2007 and acquired by Elite SEM in 2018, CPC executes on ad strategy and management for retailers and brands on Google, Amazon, Facebook, and other product advertising channels. CPC Strategy ranked #1,288 in the Inc. 5000 List of America's Fastest-Growing Private Companies™ and was also honored as a finalist in "Best Places to Work" by the San Diego Business Journal. For more information visit https://cpcstrategy.com/.

Contact:
Megan Leer
CPC Strategy, now part of Elite SEM
[email protected]
619.708.9500

SOURCE CPC Strategy

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