Amazon User Study 2018: Key Takeaways

By Yaffa Klugerman
Published on January 10, 2018

Amazon User Study 2018

If you’ve ever wondered what really matters to your customers, our latest Amazon User Study is for you.

Packed with valuable insights into the shopping habits of over 1,500 Amazon users, the study sheds light on who your customers are and what they expect from you as a seller.

 

 

A total of 1,576 Amazon customers participated in the survey during 2017. Prime members comprised 65 percent of the respondents, and males and females were evenly split.

Read on for a taste of some of the survey’s results:

Takeaway #1: There are several opportunities to attract customers.

The survey shows that there is ample opportunity to attract customers on the Amazon website. In fact, 85% of Prime members visit Amazon at least once a week, as do 56% of non-Prime members.

There’s a significant difference, however, between browsing and purchasing. About half the number of Prime members who visit Amazon once a week will wind up purchasing. With non-Prime members, just 13% purchase on Amazon at least once a week.

For third-party sellers, this indicates a huge opportunity for those able to close the gap between browsing and buying.

Takeaway #2: Your ratings and reputation can make or break you.

Almost 90% of Amazon customers said that they would not consider purchasing a product with less than 3 stars, and 79% said they often check third-party seller ratings before buying.

The message to third-party sellers is clear: Make sure to provide superior service and keep customers happy. Doing so — or not doing so — will make a difference to your future sales.

Takeaway #3: Price matters most.

The survey conclusively showed that price remains the most significant factor that shoppers consider when deciding whether to purchase. When consumers were asked to rank the factors they considered to be most important when buying, 65% chose lower price, followed by free shipping (56%) and positive product reviews (50%).

These statistics underscore the importance of competitive pricing. Sellers who wish to stay in the game should consider using an algorithmic Amazon repricer that can help set prices without eating up profit margins.

Takeaway #4: Websites must be optimized for mobile.

It’s no secret that many people depend on their tablets or cell phones to shop. Nearly half (47%) of respondents indicated that they were shopping with mobile devices, up from 41% last year, and chances are that this number will continue to rise.

Third-party sellers should take note: If your website is not yet optimized for mobile use, make it a priority for 2018.

Takeaway #5: Don’t underestimate the power of the Amazon name.

Nearly 80% of respondents said that they trusted Amazon’s shipping more than packages shipped by a third-party seller.

This is one of the primary reasons that 3P sellers sign up for FBA. Those who do not fulfill their merchandise by Amazon should keep in mind that having Amazon take care of fulfillment can result in attracting more customers.

Interested in reading more about what’s important to your customers? Download the free report today.

Amazon User Study 2018

Yaffa Klugerman
About the Author

Yaffa Klugerman is a content writer for Feedvisor. She recently moved to Israel from Detroit, where she worked in marketing and public relations. She enjoys swimming, good books, and a generous cup of iced coffee.

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