Feedvisor-亚马逊消费者行为报告（英文）-2019.5-19页_12mb

2018 Amazon User Study Summary

Core Content

The 2018 Amazon User Study, conducted by Feedvisor in partnership with Walker Sands Communications, surveyed 1,576 Amazon customers to understand their shopping behaviors, preferences, and decision-making factors. The report highlights key insights that are critical for third-party sellers to improve their strategies and remain competitive in the Amazon marketplace.

Main Findings

• Shopping Frequency:

  • 60% of Amazon users shop online at least once a week.
  • 68% of Prime members make online purchases at least once a week, up from 50% in 2017.
  • 15% of Prime members shop daily, compared to 6% of non-Prime members.

• Device Usage:

  • 47% of users shop using mobile devices, up from 41% in 2017.
  • Half of Prime members use mobile devices, with nearly a quarter using the Amazon mobile app.
  • Desktops remain the most popular shopping device (51%).

• Purchase Behavior:

  • 75% of customers start their shopping journey with the Amazon search box.
  • 60% of shoppers scroll past the first page of search results.
  • 97% of shoppers read the full product description before purchasing.

• Price Consideration:

  • Price is the most important factor for 65% of Amazon shoppers, surpassing faster shipping, free shipping, and better product assortment.
  • 44% of customers always check prices on Amazon before purchasing elsewhere.

• Ratings and Reputation:

  • 90% of customers would not consider purchasing a product with less than 3 stars.
  • 79% of customers check third-party seller ratings before buying.
  • 57% of customers always consider the seller's name before making a purchase.

• Shipping Importance:

  • 83% of customers indicated that shipping charges deter them from making a purchase.
  • 85% of customers would consider delivery by an Amazon Flex driver.
  • 65% of customers would consider using Amazon Locker.
  • 80% of customers trust Amazon's shipping more than third-party sellers.

• Product Preferences:

  • Electronics have surpassed books and movies as the most popular product category.
  • 54% of customers bought electronics on Amazon in the past year, compared to 51% for books.
  • Prime members are more likely to purchase groceries and beauty products, with 31% and 50% respectively.

• Adoption of Amazon Programs:

  • Only 65% of respondents are Prime members, but few have used other Amazon programs such as Prime Now, Locker, AmazonFresh, Hub, and PrimePantry.
  • Many customers expressed openness to using these new features in the future.

Key Insights for Sellers

• Mobile Optimization: With mobile usage rising, sellers must prioritize mobile-friendly shopping experiences to meet customer expectations.
• Price Competitiveness: Given that price is the top factor, sellers should use dynamic pricing strategies to stay competitive.
• Product Descriptions: High-quality, detailed product descriptions are essential to inform customers and increase conversion rates.
• Seller Ratings: Maintaining high seller ratings and reputation is crucial for customer trust and sales.
• Shipping Efficiency: Faster and cheaper shipping options significantly influence customer satisfaction and retention.
• Adaptation to Trends: Sellers must adapt to the evolving Amazon Marketplace landscape to avoid being left behind.

Conclusion

The study underscores the growing reliance on Amazon for shopping, with customers increasingly tech-savvy and informed. Sellers who focus on mobile optimization, competitive pricing, superior product descriptions, and strong seller ratings are better positioned to succeed. As Amazon continues to innovate and expand, sellers should remain agile and customer-focused to thrive in this competitive environment.