Our company's market research team investigated. 1. Where do consumers search for products online? The purpose of the test was to study how consumers shop online and find out how search and Amazon fit into the customer decision journey. Testing methodology We used a sample of 9 million US users who performed a retail-related search or visited Amazon on a web browser. We tracked user activity on Amazon and Bing and categorized users into different retail categories based on their searches. We tracked the user journey from searching our site to visiting and searching Amazon, and vice versa, to understand patterns around groups of users returning to the search engine. We scaled the analysis using comScore data to be representative of mobile device and app usage. The myth “The majority of retail searches are now on Amazon.” This myth has been repeated so many times, it is often taken for granted by mere repetition.
It's likely derived from studies that report that 56% of consumers begin their shopping journey on Amazon. The problem is that this number is misinterpreted because 55% of all retail searches happen on Amazon – which is not true. The bottom line is that survey data, while extremely valuable, may not always tell you the whole story. Often the decisions we make are jewelry photo editing service formed by unconscious biases or are highly generalized, so we cannot talk about our actions with 100% accuracy. Think about this: if you've already started your product search on Amazon, does that mean you'll always turn to Amazon to start your search for each product? Or that you don't search after Amazon at all? We conceptually know that's not true, so the researchers used behavioral data to answer that question. Reality The reality is that we only
turn to Amazon for certain types of searches, primarily lower-funnel ones. But these are only a small fraction of the overall universe of retail searches – a far cry from the 55 percent that is often quoted. For example, think of queries such as " best brand of wedding china ", " how to cure a migraine " or " what is better for you propolis or bee pollen". Would your natural instinct for these queries be to turn to a search engine or to Amazon? More than likely, your answer would be the first, because right now the second isn't really designed to answer those questions. Concrete example: Search, on the other hand, is used for queries that span the entire range of the funnel, and this is where logic would dictate the majority of detail searches. Research agrees.