cpcstrategy-2018亚马逊购物者行为研究（英文）-2019.3-32页.pdf

THE 2018 AMAZON SHOPPER BEHAVIOR STUDYHow Shoppers Will Browse and Buy on Amazon in 2018每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）Table of ContentsIntroductionThe BrandsThe DeviceThe Search ExperienceThe DecisionThe Bottom Line351522273032018 Amazon Shopper Behavior StudyIntroduction2018 will be a pivotal year for retailers, and as usual, Amazon’s at the steering wheel.Advertising on Amazon is reaching full maturity, and JP Morgan estimates advertising revenue on the platform could skyrocket to $4.5 billion in 2018, a 61% increase from $2.8 billion in 2017.Content optimization is king, and brands who aren’t taking advantage of A+ or Enhanced Brand Content are already falling behind.Voice-enabled devices have taken over, hinting at a screenless shopping future where retailers and brands will soon be vying to become Alexa’s ultimate choice.In this year’s Amazon Shopper Study, we doubled down and asked 1500 U.S. Amazon shoppers prominent questions including:How often do you use Amazon to discover new products or brands?Are you concerned about counterfeit products on Amazon?What’s the biggest factor in your decision to buy a product on Amazon?...And plenty more.Some of the results drastically differ from our 2017 Amazon Shopper Survey, and well—some things never change. Take a look into the crystal ball, and let it shape your strategy for 2018 and beyond.The Brands52018 Amazon Shopper Behavior StudyHow often do you use Amazon to discover new products or brands?20.2%52.6%27.2%Sometimes I occasionally try new products/brandsFrequently I often try new products/brandsRarely I purchase products and brands I knowThe BrandsNearly 80% of Shoppers Use Amazon to Discover New Products or BrandsLast year, nearly 50% of Amazon shoppers reported they were open to “occasionally” or “frequently” trying new products or brands on Amazon.This year, that number jumped to nearly 80%. Over the last few years, Amazon has made it a point to do two things:Get established brands to buy in as vendors and/or third-party sellersLaunch more of their own private labelsThe first goal lends Amazon credibility and could potentially opens doors for even more desirable brands.Nike is a notable giant who just started selling on the platform, but there are still others in apparel such as Rolex, Vans, Patagonia, The North Face, and Ralph Lauren, that haven’t. And that could be a problem.62018 Amazon Shopper Behavior StudyThis isn’t just a call to arms for bigger brands to consider their Amazon strategy, it also means smaller brands have the opportunity to break into verticals that had previously been impenetrable—creating even more competition.We aren’t saying that every brand must be on Amazon— that’s dependent on your business goals. However, you can’t ignore the fact that your loyal customers are most likely shopping on Amazon, and 80% of them might not be as loyal as you thought. “The lack of large brands in certain verticals allows for smaller brands to flex their might larger than they would be able to in traditional brick and mortars. All the customer cares about is quality (reviews), information (content), availability (Prime), and affordability, which will only increase with competition.” “Smaller indie brands are able to bid on branded keywords, gain high organic rank, and receive large amounts of sales volume because a lot of bigger brands are afraid to buy into Amazon as vendors. [Those larger brands] are concerned Amazon will damage their brand equity. However, they will eventually have to change their way of thinking and look to Amazon as an additional channel of income as we continue to shift out of brick and mortar and to ecommerce.” Stuart DooleyMarketplace Channel AnalystCPC StrategyJordan BerryMarketplace Channel AnalystCPC Strategy72018 Amazon Shopper Behavior StudyRoughly 53% of Amazon Shoppers Feel More Comfortable Buying an Unfamiliar Brand on Amazon Than Anywhere ElseTaking our previous stat a bit further, we found that 53.4% of shoppers are more willing to buy a brand they’re not familiar with on Amazon than they would be on any other store.This isn’t necessarily just a brand problem. This is also a retailer problem.Granted, there are some big exceptions. REI and Costco are two examples of companies that have worked hard to build up consumer trust in their names, which gives customers the confidence to trust the new products they put on their shelves. (If it isn’t a sound product, why would Costco load in pallets full of it?)But if ~50% of Amazon shoppers believe in Amazon’s good name, enough to confidently say they’d risk purchasing from a brand they’ve never heard of before over places like Walmart.com, that’s a big deal. And it’s an even bigger reason to believe that more small and midsize brands on the platform will gain unprecedented market share via Amazon in 2019.True/False:I am more willing to buy a brand I am not famil...