Most U.S. consumers would purchase on Amazon before other e-commerce sites, Feedvisor study finds

Three-fourths of consumers go to Amazon when they are ready to make a purchase

NEW YORK, March 19, 2019 (GLOBE NEWSWIRE) -- Feedvisor, the “AI-first” optimization and intelligence platform for large sellers and brands on Amazon, today released an in-depth analysis on consumer habits and sentiments in a retail ecosystem dominated by Amazon. The 2019 Amazon Consumer Behavior Report explores the behaviors, motivations, and needs of more than 2,000 U.S. consumers across themes like product search and purchasing, advertising, brand names, and Amazon Prime, as well as more recent trends like private label products, voice ordering, and grocery.

One of the report’s most compelling findings is that shopper loyalty to Amazon is at an all-time high — a large majority of consumers (89 percent) and nearly all current Prime members (96 percent) are more likely to buy products from Amazon than other e-commerce sites. Additional findings include:

  • Amazon is the go-to destination for search and purchase: Two-thirds of consumers (66 percent) typically start their search for new products on Amazon, and nearly all (95 percent) are satisfied with Amazon search results. When consumers are ready to buy a specific product, nearly three-fourths (74 percent) go to Amazon to do so.
  • Prime reigns supreme on Amazon: Of the consumers who make a purchase on Amazon daily or almost every day, a large majority (89 percent) are Prime members. Also, Prime eligibility is a significant factor for most consumers (67 percent) when choosing to purchase a product on Amazon, and three-fourths (75 percent) of Prime members search specifically for Prime-eligible items on Amazon.
  • Frequent online shoppers find Amazon ads helpful: Nearly three-quarters (73 percent) of daily or almost daily online shoppers have clicked on an Amazon product ad while browsing the web, and 83 percent ultimately purchased the product. Three-fifths (60 percent) of daily shoppers found those ads to be helpful. Moreover, when browsing on Amazon specifically, more than three-fourths (76 percent) of daily Amazon shoppers have clicked on a product ad.

“Our study confirms that Amazon is at the center of the customer’s purchasing journey, so it should be at the center of every seller and brand’s e-commerce strategy,” said Dani Nadel, President and COO, Feedvisor. "Today’s consumers actively seek brands they know, are heavily influenced by price, rarely search past the first two pages of search results, and frequently buy the first product listed. With these evolving behaviors and expectations, brands and retailers need to optimize their content, strategically advertise, and price competitively. With a holistic Amazon strategy, they can connect and engage with high-value prospects and loyal consumers."

Although consumers are drawn to the convenience of Amazon and the breadth of its inventory, the research reveals that access to brand names is critically important —  and there is room for improvement.

  • Consumers are eager for more brands to have a presence on Amazon: Of the consumers who shop on Amazon daily, all of them (100 percent) at least occasionally go to Amazon in search of products from specific brands. However, less than half of consumers (41 percent) strongly agree that they are satisfied with the number of brands they know on Amazon.
  • Majority of consumers have tried products from an Amazon-owned brand: More than three-fifths of consumers (61 percent) are aware that Amazon has its own brands, and 60 percent of consumers have purchased a product from one of those brands before. Of those who are unaware or unsure of Amazon’s private label brands, 62 percent said that they would be interested in trying one of these products in the future.

Looking ahead, consumers are also open to trying many of Amazon’s newer technologies and experiences. As Amazon leverages tactics like free shipping during its annual sales events, many consumers are already planning to make a purchase during the 2019 promotions:

  • Many consumers plan to shop during Amazon’s 2019 sale events: This year, two-fifths of consumers (41 percent) are planning to make a purchase during Black Friday, followed by Cyber Monday (40 percent), and Prime Day (31 percent). Also, nearly half (48 percent) of current Prime members plan to make a purchase during this year’s Prime Day event. 
  • Majority of frequent shoppers will try voice and other Amazon experiences: Nearly two-thirds (63 percent) of shoppers who purchase on Amazon daily are likely to get a voice-assistant device (VAD) in the future. Similarly, 70 percent of those who make a purchase on Amazon daily or almost daily are very likely to visit an Amazon Go store in the future.

To download the full 2019 Amazon Consumer Behavior Report, please visit

About Feedvisor
Feedvisor is the “AI-first” optimization and intelligence platform for large sellers and brands on Amazon. Feedvisor’s proven technology and deep Amazon expertise draws insights from the myriad of data streams from the Amazon Marketplace and customers’ business operations, and provides personalized, actionable, real-time decisions that maximize profitability and drive overall business growth. For more information about Feedvisor, visit

This poll was conducted by Zogby Analytics on behalf of Feedvisor. It was distributed online from February 14 to 17, 2019, among a sample of 2,000+ U.S. adults who have purchased a product on Amazon in the last 24 months. Results from the full survey have a margin of error of plus or minus 2.2 percentage points. All numbers have been rounded to the nearest percent.

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