Amazon Shopper Behavior - CPC Strategy - Digital Marketing Community

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The 2018 Amazon Shopper Behavior Study | CPC Strategy


Amazon still the undisputed king of online shopping and advertising on Amazon is reaching full maturity. JP Morgan estimated that the advertising revenue of Amazon could skyrocket to $4.5 billion in 2018, a 61% increase from $2.8 billion in 2017. So, in 2018, CPC Strategy surveyed more than 1500 US Amazon shoppers to track their behavior when using Amazon. Let’s cast a quick glance at the top line findings:

The Use of Amazon to Discover New Products or Brands

  • Nearly 80% of shoppers use Amazon to discover new products or brands, 27.2% of them use it frequently.
  • 4% of Amazon shoppers are more willing to buy unfamiliar brand on Amazon than any other store.
  • Only 28.5% of Amazon shoppers have already bought something on Amazon over Black Friday weekend in 2017, compared to 23.3% who do so but on Prime Day in 2017.
  • It worth to be mentioned that, over 70% of Amazon shoppers are either moderately or very concerned about counterfeit products on Amazon.
  • 78.8% of Amazon shoppers still occasionally or always check Amazon prices against other sites, while 24.2% usually make purchases on Amazon without comparing prices on other sites.

A Graph Shows the Frequency of Using Amazon to Discover New Products or Brands in 2018

The Most Preferred Devices for Shopping on Amazon

  • Desktop computers or laptops are the major devices that 67% of Amazon shoppers use usually when purchasing something on Amazon.
  • Although 50% of Amazon internet traffic is from mobile devices, only 24% of respondents shopping on Amazon using such devices.
  • In terms of using voice-enabled devices, just 14.2% of Amazon shoppers have used them in the last six months.
  • 9% of them claimed that they own Amazon Echo or Dot, while 9.8% own Google Home and only 1.5% own apple homepod.

The Amazon Search Experience and Decision

  • 46.9% of Amazon shoppers are more likely to go beyond the first page of results on Amazon to check third, fourth, fifth pages, and beyond, compared to over 50% who aren’t willing to go beyond the second page.
  • 35% of Amazon shoppers click on the first product featured on a search page and the first three items displayed in search results account for 64% of clicks.
  • The vast majority of Amazon shoppers (41.9%) are influenced by price when making a purchase on the platform. This is followed by the convenience of shipping with a rate of 14.9%.
  • Nearly 80% of Amazon shoppers don’t entirely trust reviews on Amazon, compared to just 17.4% who are fully trusted reviews on Amazon.

A Graph Shows the Most Preferred Devices for Shopping on Amazon in 2018


Data were driven from 1505 online respondents between the ages of 18-65+ and located within the US. The survey was conducted between February 07, 2018 and February 09, 2018.

CPC Strategy

As a premier Google Partner agency, CPC Strategy specializes in implementing performance growth on shopping channels that directly impact a retailer’s digital bottom line. Named one of the “Best Places to work in San Diego” by the San Diego Business Journal, one of Inc.’s “5000 Fast Growing Private Companies”, and one of the “Top Places to Work in San Diego” by the San Diego Union-Tribune, CPC Strategy is growing fast and always interested in talking with talented people who want to be a part of their team.

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