CPC Strategy：2019年亚马逊消费者购物研究（英文版）(36页).pdf

1、THE 2019 AMAZON CONSUMER SHOPPING STUDY How Shoppers Browse and Buy on Amazon Table of Contents Introduction The Brands The Device The Search Experience The Decision 3 6 20 25 28 3The 2019 Amazon Consumer Shopping Study Introduction 2019 will be a pivotal year for brands, and heres a few reasons why

2、: According to eMarketer, “Amazons U.S. ad business will grow more than 50 percent this year (to more than $11 billion). Its share of the U.S. digital ad market will swell to 8.8 percent in 2019, reaching nearly 10 percent by next year. Content is king, and brands who are not taking advantage of Ama

3、zon Stores, A+ Content, or Enhanced Brand Content are already falling behind. The growth of the Amazon Fresh and Amazon Pantry categories have compelled grocery giants Walmart and Target to speed up their own initiatives to open up their grocery aisles to online shoppers. With the introduction of Sp

4、onsored Products advertising to AmazonFresh and Pantry, grocery and CPG brands now have the tools they need to capitalize on consumer dollars. 4The 2019 Amazon Consumer Shopping Study In this years Amazon Shopper Study, we asked 2000 U.S. Amazon shoppers big questions including: How often do you use

5、 Amazon to discover new products or brands? Are you concerned about counterfeit products on Amazon? Whats the biggest factor in your decision to buy a product on Amazon? .and plenty more. Some of the results drastically differ from our 2018 Amazon Shopper Survey but some things never change (like th

6、e need for free shipping and competitive pricing). The Brands 6The 2019 Amazon Consumer Shopping Study The Brands 75% of Shoppers Use Amazon to Discover New Products or Brands In 2017, nearly 50% of Amazon shoppers reported they were open to “occasionally” or “frequently” trying new products or bran