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Customer Behaviour

Bazaarvoice, announced the results of a study exploring the shopping habits of over 400 Amazon Prime Day shoppers in the U.S. to discover if consumers also engage and shop more with other online retailers on one of the busiest days in e-commerce.

In 2016, across some of Bazaarvoice’s top online retailers, Bazaarvoice saw a 15 percent increase in visitor traffic on Prime Day 2016 in comparison to a typical day. Additionally, the number of orders increased by 38 percent and conversion rate increased by 19 percent.

  • Prime Day shopping extends beyond Amazon. Brands should bolster visibility across multiple online retail channels to maximise sales opportunity – 76 percent of Prime Day shoppers visit other major online stores to research product ratings and reviews before making a purchase on Amazon. The top places they look include: Walmart (46 percent), consumer electronics websites (45 percent), Target (40 percent), home improvement websites (39 percent) and brand websites (39 percent).
  • Prime Day shoppers rely on ratings and reviews when making purchase decisions and discovering new brands – Nearly half (46 percent) of Prime Day shoppers are not likely to purchase a product if it does not have ratings and reviews. In fact, 56 percent of shoppers always read ratings and reviews before making a Prime Day purchase and 80 percent consider ratings and reviews important to their purchase decision. Additionally, 45 percent of shoppers will buy a product they have never heard of or used before based only on ratings and reviews.
  • Prime Day shoppers browse a mix of mass merchant and specialty retailers based on different product categories. Walmart emerged as the top online retail destination behind Amazon for Prime Day shoppers buying home appliances (47 percent will visit this retailer), and specialty retailers led in the electronics and outdoor recreation categories. More than half of shoppers visit Best Buy first to research electronics brands, while 49 percent will turn to Lowe’s when researching outdoor recreation items, like hammocks or grills.

“As one of the biggest online shopping days of the year, many consumers discover and try new brands on Amazon Prime Day,” said Sara Spivey, Chief Marketing Officer at Bazaarvoice. “But participation in Prime Day is not the only way for brands to get in front of online shoppers. As our study and network data show, consumers are researching and buying products across multiple online retailers on Prime Day and the availability of ratings and reviews across these retail channels can help inform and influence their purchase decisions.”

Using Google Consumer Surveys, Bazaarvoice surveyed 412 Amazon Prime members about their Prime Day shopping and browsing habits in the week prior to Amazon Prime Day, July 11. All respondents were located in the continental United States.

Meantime despite claims that a third of UK shoppers are now Amazon Prime shoppers, it seems that the appetite for Amazon Prime Day still isn’t quite there:

While over 80% of UK respondents were aware of Amazon Prime Day 2017 50% also said that they were not considering getting an Amazon Prime membership to take advantage of it.

Yesterday, 77% of UK respondents claimed to have never purchased on Amazon Prime Day previously, and despite Amazon’s marketing efforts over the last 24 hours, today 43% of all UK respondents still said that they were not considering making a purchase on Amazon Prime Day this year.

While Amazon Prime Day doesn’t look to be as big of a deal as expected, the retailer has certainly seen an increase in shoppers considering deals. Last year, 20% of UK respondents purchased on Amazon Prime Day, while yesterday, nearly twice as many (39%) said that they were considering purchasing on

Amazon Prime Day.

  • The increase in interest has come from a strong digital and traditional marketing mix. The top three sources that helped raise awareness of Amazon Prime Day among UK customers are TV (37%), Amazon’s own website (36%) and Facebook (28%).
  • Good news for other retailers: it seems all this talk of “deals” has created a halo effect. It encouraged shoppers to browse elsewhere today: over 50% of UK respondents admitted to visiting other retail websites this morning, other than Amazon.

The survey was conducted yesterday (10th July) and today (11th July) using Maru/edr’s agile survey platform, surveying 200 respondents in total. Data in key demographics are sampled to meet quotas representative of 2011 UK Census data.

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