A Look Under the Hood
Top Product Searches
Amazon has become the “go-to” online retailer for many consumers, but how does it stack up against Google for product searches?
The table below reveals the share of consumers conducting the top product searches exclusively on Amazon, versus the same searches on Google only:
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. Meanwhile, a video game company might want to focus on Google PLAs:
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 specific models and prices that Amazon has available, rather than to seek broader information.
Income Audience Differences
As seen here with headphone and television searchers, high-income households are more likely to be Amazon-exclusive searchers while lower income households skew towards being Google exclusive.
This pattern could be influenced by an increased likelihood of higher income households to be Amazon Prime households.