72% of consumers visit Amazon before making a purchase

Amazon is the first stop for most people on the e-commerce journey.

Amazon's influence on e-commerce stretches way beyond the boundaries of the U.S. According to a recently published survey by Kenshoo, a global leader in agile marketing, Amazon is affecting consumers' shopping journeys in Germany, France and the U.K. as well. 

In fact, 72% of all respondents in these four countries say they research products on Amazon before making a purchase. And for Amazon users, 56% go to the marketplace first when researching a purchase. 

Even if a shopper buys the product elsewhere, 51% will still check Amazon for alternative ideas and to compare prices before making the purchase. And another 26% of respondents say they check Amazon for alternatives and background information and prices before making an in-store purchase. 

RELATED: Amazon to dominate holiday e-commerce

For those who use Amazon, 23% admitted to looking at recommendations under "Customers who view this item also viewed" and 9% take the opportunity to share products they find on Amazon with friends via email, Facebook, WhatsApp or mobile channels. 

Other top sites most consumers visit before making a purchase include Google, 84%, and eBay, 31%, and for those on social media channels, one in four shoppers even visits Facebook when conducting product research. That number is even higher in the U.S., where 36% of shoppers look at Facebook, 24% check out Pinterest and 18% look on Instagram. 

And Amazon is integral to purchases in many different categories. The top product search in all four countries is for electronics and computers; as many as 76% of U.S. consumers are looking for items in this category. Other popular categories include music and movies, 57%; health and beauty, 59%; fashion, 52%; and home appliances, 46%. The smallest search was for food and grocery, which was still only searched by 26% of U.S. Amazon users. 

Amazon’s growing impact on e-commerce and the future of shopping creates a tremendous opportunity for marketers to connect with consumers throughout their customer journeys, which is why Kenshoo recently launched E-Commerce Marketing.

RELATED: Amazon gaining a foothold in nontraditional e-commerce

“We are thrilled to announce the general availability of Kenshoo E-Commerce Marketing starting with Amazon,” says Oren Stern, Kenshoo's e-commerce general manager, in a statement. “Brands can now create, manage and optimize product-driven Amazon campaigns in Kenshoo—alongside Kenshoo’s social and search solutions.” 

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.