2018-亚马逊如何主导竞争性搜索（英文版）-6mb

Adthena Summary: How Amazon Dominates the Competitive Search Landscape

Core Content

This report examines Amazon's dominance in the paid search landscape within the US and UK retail markets, focusing on consumer electronics and department store retail. It outlines the strategies that contribute to Amazon's success and explores the implications of their expansion into the Australian market.

Main Points

Amazon's Market Share and Paid Search Performance

• In the US consumer electronics market, Amazon holds 15.35% of the adspend share but captures 49.65% of the click share on desktop.
• On mobile, Amazon's adspend share is 26.87%, which gives them 44.18% of the click share.
• In the UK department store retail market, Amazon has 19.45% of the adspend share and 19.99% of the click share on desktop.
• On mobile, Amazon's adspend share is 25.24%, leading to 25.15% of the click share.

Brand Influence on Click Share

• 99% of Amazon's click share in the US consumer electronics market comes from just 2% of their search terms.
• This indicates a strong brand awareness, as users often search for Amazon directly, leading to high click-through rates (CTR) and impression shares.

Adspend and Click Share Relationship

• Amazon's adspend is a good indicator of their value in the paid search landscape.
• Their lower CPCs on brand terms reflect the high value of these terms.
• In the UK department store retail market, Amazon's adspend and click share are closely aligned, showing their strong brand influence.

Key Factors Contributing to Amazon's Paid Search Success

1. Range and Expansiveness of Search Terms

• Amazon advertises on a significantly larger number of search terms compared to competitors.
• In the US consumer electronics market, they use over 30,000 search terms, while in UK department store retail, they use over 55,000.
• This broad coverage ensures that Amazon's ads are visible across a wide range of search queries.

2. Consistency in Average Ad Position

• Amazon maintains a strong and consistent average position in the top 3 ad rankings across both desktop and mobile.
• Competitors like Walmart and Target also have consistent positions, but Amazon's dominance is more pronounced.
• BestBuy, on the other hand, focuses more on position 1 ads, indicating a different strategy.

3. Frequency of Top Ads

• Amazon's top ads appear frequently, with an average frequency of 20–35% of all queries in the US consumer electronics market.
• On mobile, the frequency of Amazon's pure brand ads is particularly high, ranging from 86–96%.
• This high frequency ensures that Amazon's ads are consistently visible to users, maximizing impressions and engagement.

Expansion into the Australian Market

• Based on performance in established English-speaking markets, Amazon is projected to capture 40–70% of the market share in most retail verticals by 2023.
• In consumer electronics, Amazon is expected to capture 49% of the overall market share.
• Their strong brand value will likely lead to 48% of the click share on branded search terms in Australia.

Retailers' Response Strategies

• A data-driven approach fueled by competitive intelligence is essential for retailers to respond to Amazon's dominance.
• Retailers should:
  • Expand the number of search terms that drive ROI.
  • Monitor average ad positions for both owned and competitor campaigns.
  • Track ad frequency to ensure visibility and adjust budgets accordingly.
  • Optimize ad copy based on competitor trends and consumer behavior.

Conclusion

Amazon's paid search dominance is a result of their extensive search term coverage, consistent ad positions, and high ad frequency. These factors contribute to their ability to capture a significant share of clicks and adspend in both the US and UK markets. As they enter the Australian market, their influence is expected to grow, presenting challenges and opportunities for retailers. Competitive intelligence and strategic optimization will be key for retailers to maintain and enhance their search presence.