Feedvisor-2019年亚马逊消费者行为报告（英文）-2019.5-33页_1mb

2019 Amazon Consumer Behavior Report Summary

Core Content

This report outlines key insights from a survey of 2,000+ U.S. consumers who have shopped on Amazon in the last two years. It highlights how Amazon has become a dominant force in e-commerce, shaping consumer behavior through its Prime membership program, seamless shopping experience, and advanced personalization and advertising strategies.

Main Points

Amazon's Dominance in E-Commerce

• Amazon is projected to hold 52.4% of the U.S. e-commerce market by the end of 2019, up from 48% in 2018.
• 89% of consumers say they are more likely to buy products from Amazon than other e-commerce sites.
• 71% of consumers make a purchase on Amazon at least once a month, with only 25% purchasing a few times a year.

Prime Membership

• 55% of survey respondents are current Prime members.
• 48% of Prime members buy products online once a week or more frequently.
• 74% of Prime members shop online at least every few weeks.
• 95% of Prime members are likely to keep their membership.
• 67% of consumers cited Prime eligibility as an important factor when selecting products.
• 34% of current Prime members always purchase Prime-eligible products.
• 53% of current Prime members frequently buy Prime-eligible products.
• 45% of current Prime members make a purchase on Amazon at least once a week.

Shopping Frequency

• 58% of consumers buy online at least once every few weeks.
• 18% make purchases at least a few times a week.
• Over 1/3 (37%) of non-Prime members shop online just a few times a year.
• Consumers aged 27-32 are the most frequent online buyers, with 85% making purchases at least a few times a week and 37% making daily purchases.

Device Usage

• 65% of consumers use a computer to make purchases most frequently.
• 26% use a smartphone.
• Prime members are more likely to use a desktop (62%) than a smartphone (27%) for purchases.
• Frequent online buyers (daily or almost daily) are more likely to use a smartphone (36%) for purchases.

Voice-Activated Devices

• 36% of consumers own a voice-activated device (VAD).
• 58% of consumers aged 18-21 own a VAD.
• 50% of consumers with income over $150K own a VAD.
• 51% of current Prime members own a VAD.
• 40% of consumers have used a VAD to order a product.
• 67% of consumers who have a VAD would consider using it for shopping in the future.

Use of Amazon in the Buying Journey

• 66% of consumers start their search for new products on Amazon.
• 74% of consumers go to Amazon when ready to buy a specific product.
• 82% of consumers check prices on Amazon before making a purchase.
• 79% of consumers check product reviews on Amazon before making a purchase.
• 82% of daily shoppers check product descriptions before purchasing.

Ad Engagement

• 43% of consumers have clicked on an Amazon ad while browsing the web.
• Google is the top referrer for Amazon ads (76%).
• 35% of consumers have clicked on a product ad while shopping on Amazon.
• 37% of consumers who clicked on an Amazon ad went on to purchase the item.
• 60% of daily shoppers find Amazon ads helpful.
• Sponsored Products are the most popular type of ad, with 48% of consumers clicking on the "Frequently Bought Together" suggestion.

Consumer Loyalty and Preferences

• Amazon has become an indispensable part of the consumer journey, with 96% of Prime members expressing loyalty to the platform.
• Price is the most significant factor influencing consumer purchase decisions, with 82% of respondents citing it as very important.
• Younger consumers and Prime members are more likely to engage with Amazon’s personalized features and ads.

Key Information

• Amazon's seamless and easy-to-navigate interface, AI-driven personalization, and Prime membership benefits are central to its success.
• Mobile commerce is growing, but desktop usage remains dominant for purchases.
• Voice-activated devices are becoming more mainstream, with eMarketer predicting 23 million U.S. buyers by the end of 2019.
• Product descriptions and reviews are crucial in influencing consumer decisions.
• Sellers and brands need to optimize their presence on Amazon to align with consumer preferences and behaviors, especially in search ranking, advertising, and personalization.

Conclusion

The 2019 Amazon Consumer Behavior Report underscores Amazon's deep integration into daily consumer life, driven by its Prime membership program, fast and free delivery, and advanced personalization features. As consumer expectations evolve, the report highlights the need for retailers and brands to adapt to Amazon's ecosystem by focusing on price competitiveness, Prime eligibility, voice commerce, and personalized product suggestions.