Search and the Power of Amazon

February 17, 2021

Delve Goes Deeper: Amazon DSP

More than just a shopping destination, Amazon.com has fast become a competitive search alternative to Google.

This is the third post in our Amazon DSP series, exploring how this robust demand-side platform can help you reach an engaged, high-intent audience at scale—and deliver higher ROI versus traditional demographic data.

In the beginning of 2020, Amazon.com had over 2 billion combined desktop and mobile visits. It is the 10th most visited web destination in the world today. The sheer volume of traffic is impressive, but perhaps more important, especially as it relates to ecommerce, is the large percentage of web activity around product categories and search activity for all types of products.

More than half of all consumer product searches today start on Amazon.com, making it the largest search engine for product research. Although Amazon.com has become a destination to discover, research, and purchase products, 90% of visitors leave the site without buying —at least not in that moment. That means that the shopper actively searched for a product or product category on Amazon.com but abandoned the marketplace without making a purchase. That does not mean that the same shopper was not ready to buy, though; often consumers will visit Amazon.com as part of the shopping journey, and either return later to complete the purchase or purchase from a different source.

There are many reasons why shoppers leverage Amazon.com for their shopping research. The massive volume of product categories, product types, brands, and sellers alone make it a favorite product search destination. Couple that with advanced navigation filters, robust comparison feature, the most customer reviews found anywhere, and Amazon becomes the perfect destination to easily find and compare products, read customer reviews, and check product prices. In fact, 9 in 10 consumers check prices on Amazon before making a purchase. And 90% of consumers check and compare prices on Amazon for products they found on other websites before making a purchase.

Needless to say, Amazon is a powerful source of exclusive insights about shopper preferences and high purchase intent data. Despite the immense value to retailers and brands, few marketers know, especially those that manage programmatic display programs, that they can easily leverage this data, even if they do not sell or advertise on Amazon. And even fewer know that they can use the data to retarget outside Amazon.com and drive traffic to their own sites. Marketers that understand the enormous benefits of leveraging Amazon’s high-intent purchase data through programmatic display programs are already one step ahead.


This article was developed in partnership with Fit For Commerce, a leading boutique consultancy that helps online and multichannel brands and retailers make informed digital, ecommerce and omnichannel retail investment decisions.

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