Amazon: A Behemoth Built on Loyalty

All this consumer value and goodwill translates into sales. On average, consumers make 6.5 Amazon orders a month.⁷ Once a consumer has paid their $12.99 monthly fee or $119 yearly fee for their Prime membership, they are incentivized to shop only on Amazon to get the most from their membership. This background lays the groundwork for understanding Amazon.

Today, Amazon is more than just a place to order anything. Consumers use it as a platform for product research and as a source of inspiration for their purchases. Among all online consumers, 63% start their online searches on Amazon, with that number rising to 83% when looking at the US alone.⁷ Even when product research occurs on Google, Amazon typically appears as the first result. And, among consumers making a specific purchase, 74% go straight to Amazon, not just to make the purchase, but also to conduct product research.⁷

Similarly, more than half (52%) of consumers use Amazon as inspiration for their online purchases. Comparatively, only 6% of consumers report that their purchases are inspired by TV, email, and/or advertisements.⁷ Furthermore, a recent CPC Strategy survey found that 75% of consumers use Amazon to discover new brands or products.⁸

Clearly, Amazon has become more than just a sales channel. The importance of branding and content will only grow as more consumers flock to Amazon. To learn more, please download The Amazon Customer Journey. Click here to get your copy of the whitepaper.