The Brand Discovery Battleground

March 19, 2020

Brands Amelia Erskine By Amelia Erskine

There are 2,710,736 active sellers on Amazon worldwide. Every day welcomes 2,213 new sellers, that’s 92 every hour, or 1 every minute.

That means at the current rate 807,745 new sellers will have joined Amazon by the end of the year of which 14,993 are new sellers on Amazon.co.uk.

Apparently we humans are pretty awful at visualising big numbers so let’s look at it another way. 807,745 sellers is almost 9 sold-out Wembley Stadiums or just under the entire population of Leeds!

To sell successfully on Amazon you need to stand out… the term “crowded marketplace” has never been more apt!

So how do consumers like to shop on this retail giant? We surveyed 1000 shoppers across the UK and Germany to uncover how their behaviour is changing and what really matters when shopping on Amazon.

Prime Deal

It’s estimated that nine in ten British shoppers are Amazon customers. And to get access to the best service possible, there are approximately 15 million Amazon Prime subscribers.

Our survey found that Prime membership has a significant impact on consumer shopping behaviour. In fact, 57% of shoppers say they have applied Amazon Prime only filters when browsing products. An enormous 82% of 26-35 year olds say they apply this filter and 37% of 18-25 year olds say they always filter on Prime.

Need advice on going Prime? Check out this blog on 5 Differences Between Fulfilment by Amazon and Seller Fulfilled Prime.

Front and Centre

It used to be said that the best place to hide a dead body was on the second page of Google… well it seems Amazon is now vying for that title. Whether it’s because we’ve gotten lazier or more time poor or we’re just more efficient — shopper attention spans can be short.

We asked consumers how likely they are to purchase from the first page of Amazon only and we can’t say we were surprised. 18% of shoppers say most of the time they purchase goods from the first page of Amazon and 47% of shoppers admitted they do this some of the time.

Want to be front and centre at that critical time? Discover some of our top Amazon Advertising tips.

Winning on Amazon

We all know that buying journeys can be fragmented as consumers browse and search across multiple channels, but what happens when they come to make that final purchasing decision? We investigated what influences customers when deciding to buy from one brand over another on Amazon:

  • 55% More detailed description of product features
  • 51% More customer reviews
  • 39% Coupons and promotions
  • 34% More pictures of the product
  • 17% Product listing had a video

We found that women are more likely to favour reviews over men, 54% say it’s a reason for purchasing from one brand over another vs 49% of men.

Creating A+ content is a key part of winning on Amazon, get the lowdown in this helpful blog Quick-Start Guide to Creating Amazon A+ Content.

Personalised Offerings

With more product depth and breadth than ever before, sometimes even the most dedicated shoppers need a little nudge in the right direction. Product recommendations can be an effective step in the path to purchase.

We asked shoppers about their interaction with this feature and 69% said they have clicked on recommended products when shopping on a product page. If we break it down by region 72% of German shoppers have clicked recommended products vs 66% of UK shoppers. And more startling only 11% of 26-35 year olds say they don’t usually click recommended products

Brand Discovery

We all know Amazon is often the first port of call for many product searches, but increasingly it’s becoming a critical discovery platform for new brands. 83% of shoppers we surveyed said they have bought from brands they didn’t know on Amazon. Furthermore 41% of 18-25 year olds say they often buy from unknown brands on Amazon.

For today’s brands and retailers, success on Amazon requires visibility. And visibility requires a combination of optimised content and advanced advertising.
Are you making sure you’re visible on Amazon? Why not run through our checklist?

With consumer behaviour changing faster than Harry and Meghan’s staff — staying on the pulse of retail trends have never been more critical.

Right now you have two options.

You can take the scenic route and go via our quiz to test your consumer know-how and see how you measure up — or you can take the direct route and download our Infographic – The New Path To Purchase. The decision is yours.

Survey conducted by ChannelAdvisor in collaboration with Dynata, January 2020. Survey conducted with 1000 shoppers across the UK and Germany, all ages. Criteria: have shopped on Amazon in the past 3 months.