Survey: Amazon beats Google as starting point for product search

Thirty eight percent of shoppers start with Amazon, 35 percent start with Google.

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A survey of 1,000 US consumers conducted by PowerReviews found that Amazon is the preferred starting point for product search. Google comes in a close second, followed by brand/retailer sites and e-commerce marketplaces (eBay, Etsy, etc.):

    • Amazon — 38 percent
    • Google — 35 percent
    • Brand or Retailer Site — 21 percent
    • Other eCommerce Marketplaces — 6 percent

Of those consumers who started their shopping journeys on Amazon, reviews, product selection, free shipping and deals/pricing were the primary reasons cited.

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Among the 35 percent of shoppers who began with Google 52 percent said they clicked on Google Shopping Results, 41 percent clicked on an Amazon link and a similar number clicked on a retailer link, while 27 percent clicked on brand sites.

The survey also found that most shoppers ultimately purchased their desired products in physical retail stores.

A 2015 survey of 2,000 consumers from Survata for BloomReach found that 44 percent of users start product searches on Amazon; 34 percent start with a search engine. A 2013 Forrester survey found 30 percent of respondents used Amazon to start product research, while 13 percent started with Google.