When it comes to searching for products on the web, many consumers treat Amazon like a regular Internet search engine.
In a new Survata study of American consumers, a sizable 44% indicated they head straight for Amazon’s website when they want to shop for a particular product. That means other retailers—especially smaller, independent ones—don’t even get a chance to compete for those shoppers online, unless somehow Amazon doesn’t carry the item.
Amazon’s personalization technology received high marks from respondents, with 75% saying other online sellers don’t come close and 87% indicating they’d rather do business with a site capable of ascertaining their needs and guiding them to suggested products.
Retailers have a little more opportunity to snag a sale with 34% of the survey respondents who said they look for products first on the major search engines, notably Google, Bing, and Yahoo. Just 21% of survey-takers habitually begin their search for products at a specific retail merchant.
Of consumers who use their smartphone to shop, the biggest reason (given by 47%) was to obtain information on products and prices.