cpcstrategy-2018亚马逊购物者行为研究（英文）-2019.3-32页_1mb

2018 Amazon Shopper Behavior Study Summary

Core Content

The 2018 Amazon Shopper Behavior Study provides insights into how U.S. shoppers interact with Amazon, focusing on brand engagement, device preferences, search behavior, and decision-making factors. The study highlights the growing influence of Amazon in the e-commerce landscape, emphasizing the platform's role in shaping consumer behavior and the importance of adapting to these trends.

Main Findings

Brand Discovery and Trust

• 80% of Amazon shoppers use the platform to discover new products or brands, up from 50% in 2017.
• 53.4% of shoppers are more willing to buy unfamiliar brands on Amazon than on any other store.
• This trust is built on Amazon's reputation, return policies, and customer reviews, which are seen as reliable indicators of product quality.
• 70% of shoppers feel that Amazon is a place where they can trust the platform to provide the best products, even if they are not familiar with the brand.

Counterfeit Concerns

• 70% of shoppers are either "moderately" or "very" concerned about counterfeit products on Amazon.
• The majority of brand protection issues are not counterfeit but unauthorized sellers of authentic products, indicating a need for brands to actively monitor and protect their presence on the platform.

Device Preferences

• 67% of shoppers prefer using desktop computers or laptops for shopping on Amazon.
• 14.2% of shoppers have made purchases via voice-enabled devices (like Alexa) in the last six months, with convenience being the primary motivator.
• The study also notes that 75% of shoppers still price check on other sites, showing that price remains a key factor in their decision-making.

Search Experience

• 70% of shoppers never click past the first page of search results.
• 35% click on the first product featured in a search.
• The top three products on the first page account for 64% of clicks.
• 80% of shoppers do not entirely trust Amazon product reviews, with 30% only trusting reviews from verified purchasers.

Decision Factors

• Price is still the biggest factor in the decision to buy on Amazon, with 41.9% of shoppers citing it as the most important.
• Shipping speed (Prime) and product reviews are also crucial, with 35.2% and 33.4% of shoppers respectively citing them as key factors.
• Content optimization (such as A+ and Enhanced Brand Content) is essential for brand visibility and trust.

Key Information

• Advertising Growth: Amazon's advertising revenue is projected to reach $4.5 billion in 2018, a 61% increase from 2017. The future of advertising on Amazon is expected to grow further, possibly reaching $6.6 billion in 2019.
• Voice Shopping: Voice-enabled devices are becoming a significant part of the shopping experience, with 14.2% of shoppers making purchases via voice in the last six months. Amazon is expected to expand ad placements for mobile and introduce more platform-specific ad strategies.
• Market Share Shift: Smaller and mid-sized brands are gaining ground on Amazon due to the platform's openness and the average shopper's willingness to try new brands.
• Consumer Behavior: Shoppers are price-conscious and often compare prices on other sites, which means that competitive pricing and value proposition are critical for success on Amazon.
• Review Trust: While reviews are still important, their influence has diminished. Brands should focus on content marketing, customer service, and brand building both on and off Amazon to maintain trust and visibility.

Strategic Implications

• Brands should invest in content optimization to improve visibility and trust.
• Voice search is an emerging channel that should not be ignored, as it's expected to grow rapidly.
• Mobile strategy is crucial as it continues to play a larger role in the shopping journey.
• Amazon's Choice and Prime continue to be strong drivers of conversion, especially for unfamiliar brands.
• Advertising on Amazon is becoming more sophisticated, with the potential for platform-specific strategies and ad placements.
• Brand protection is necessary to prevent unauthorized sellers and counterfeit issues, which can damage brand reputation.

Conclusion

The 2018 Amazon Shopper Study reveals that the platform is evolving rapidly, with a growing emphasis on content, voice search, and advertising. As the market shifts toward e-commerce, brands must adapt their strategies to meet the changing preferences of Amazon shoppers, focusing on trust, quality, and affordability. The study also underscores the importance of brand awareness and customer engagement both on and off Amazon to thrive in this competitive environment.