Amazon has become the “go-to” online retailer for many consumers, with some bypassing traditional search engines altogether when seeking a specific product. But how does Amazon stack up against Google for product searches?
The table below reveals the share of consumers conducting some of the top product searches* exclusively on Amazon, versus the same searches exclusively on Google over the last quarter of 2016:
Note: similar terms grouped i.e. headphones, earbuds, wireless headphones, etc.
Breaking down searches for headphones and games shows how differently consumers search by product category.
Over three quarters of people conducting headphone searches did so exclusively on Amazon, suggesting that headphone sellers should invest more in Amazon product listings and optimization. Meanwhile, a video game company might want to dedicate a higher percentage of their budget to Google PLAs and SEO-optimized content:
Singular vs. Plural Searches
A pattern also emerges between singular and plural search variations. While many product searches skew more heavily to Amazon*, singular variations are a lot more likely to be Amazon-only.
This suggests that consumers are more likely to use Google (or both Google and Amazon) to cast a wider net and compare multiple products. Meanwhile, they are more likely to conduct singular product searches on Amazon to see the specific models and prices Amazon has available, rather than to seek out broader information.
Understanding these granular differences is crucial for retailers, many of whom spend huge percentages on their budget promoting products on Google and Amazon. When marketers adapt their promotion strategies to support where are how consumers actually search, these small tweaks can lead to major wins.
This blog post is excerpted from a Google vs. Amazon downloadable study available here.
About this study: Hitwise study based on the top 100 product searches on Amazon internal site search, compared to the same searches on Google during Q4 2016. Learn more or get a demo of the tool here.
*Note: Results may skew towards Amazon because top 100 product searches were pulled from Amazon queries first, then compared to the same searches on Google.