More online product searches start on Amazon than Google

Search traffic is of course vital for online retailers, but a new survey finds that more people use Amazon as the first port of call when looking for products.

The second annual State of Amazon study by BloomReach found that 55% of consumers start their online product searches on Amazon, compared to 28% who opt for a search engine.

The survey of 2,000 US consumers found that Amazon’s share of the action was up 11% year on year, and the figures down for search engines and other retailers.


The retailer’s reputation for price-competitiveness, (as well as the fact that it sells just about everything) means it’s the go-to destination for comparison shopping.

  • 90% of consumers will check Amazon even if they’ve found their product elsewhere. 78% of these shoppers do this ‘often’ or ‘always’.
  • It works both ways though, with 70% checking products they’ve found on Amazon on other ecommerce sites.  

Mobile shopping habits

The study also looked at shopping habits on mobile devices. Amazon still dominates here, but less so than overall.

  • 50% of mobile shoppers try Amazon first, compared to search engines on 34% and other retailers on 16%.
  • 76% of consumers shop on their smartphone, with 90% saying that they’ve made a purchase on a smartphone.
  • Almost 50% shop on a smartphone weekly. 
  • 92% say smartphone shopping can influence a purchase decision, while 52% say smartphone shopping often or always supports a purchase.
  • 88% will use a smartphone to assist shopping in stores.
  • 78% have a retailer mobile app, and 82% of those have a retailer app that isn’t Amazon’s.

These figures will of course be a major concern for competitors, as the risk is that many product searches begin and end on Amazon before they even have a chance to appeal to shoppers.

Jason Seeba, BloomReach head of marketing, says search still has a major part to play:

“While online retailers increasingly feel the pinch, search engines still play an integral part of commerce strategy. This study highlights that just because consumers start on Amazon, that doesn’t mean they ultimately buy from Amazon. Instead, they’re often comparing and researching products on search engines and other retailers.”

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