If you ask almost any Amazon seller what question lies heavily on his/her mind, chances are good that “factors influencing consumer behavior” will be in the top 10. Knowledge about the types of consumer buying behavior for Amazon target customers is highly valuable because it will:
- Impact what’s included in every listing
- Influence how the listing copy is written
- The keywords selected for the copy
- The backend keyphrases added to the Search Terms field
- And more.
Each year, Feedvisor produces and shares its Amazon Consumer Behavior Report based on surveys of thousands of Amazon shoppers. This year, they polled over 2,000 people who had shopped on Amazon for at least two years.
Let’s look at the most important aspects it uncovered and attempt to clarify how you might use them to improve your listings and — ultimately — your conversions.
This year, Amazon took the majority share of the market and became the most prominent online store in the United States:
By the end of 2019, Amazon is projected to see its share
of the total U.S. e-commerce market reach 52.4%, up from
48% in 2018, and is responsible for more than 5% of all
combined U.S. offline and online sales, according to
Factors Influencing Consumer Behavior of Amazon Shoppers
Why has Amazon overtaken the market share? Frankly, because Amazon spoils its customers. As a Prime member, I can testify to being sorely disappointed if I have to purchase from a seller who does not offer 2-day shipping. Also, if I have to buy from a website other than Amazon.com, I feel cheated if I am not offered free 2-day shipping.
All the unique, money-saving, time-saving extras Amazon provides to its shoppers has seriously swayed the mindset and expectations of the loyal.
In addition to those factors influencing the consumer behavior of Amazon shoppers, there is the level of customer service provided to shoppers. Have a problem? Call Customer Support and it will likely be resolved in your favor. Have a complaint? Customer Support will do everything in their power to rectify the situation to your satisfaction.
If one thing is clear, it is that Amazon’s #1 priority is keeping customers happy so they remain loyal.
What types of consumer behavior do loyal Amazon shoppers exhibit, and who are these people?
These shoppers buy at least once a week, with 1/3 of them purchasing more often.
Need something? Their first thought is “Check Amazon.” Plus, they are overwhelmingly more likely to get what they need from Amazon.com than from any other ecomm store.
Did you catch that? Did you do the math? That’s 89% of people surveyed who agreed that they would rather buy from Amazon than anywhere else online.
I understand that. I fall right into this category. I always check Amazon first and would rather buy from them than from most other ecomm stores because:
- They have my back. If I have an issue, I can rely on Customer Support to make it right.
- If orders get lost, Amazon replaces the product first and sorts everything out later.
- Most returns offer free shipping.
- And other reasons.
Amazon loyalists are usually a younger crowd. Although there are those of us who are a couple of years older.
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What Other Elements Apply to Amazon Target Customers?
They understand value. More than half of the Amazon shoppers surveyed are Prime members. Almost half of those make purchases weekly, or with more frequency.
Types of Consumer Buying Behavior
Exactly how do customers shop on Amazon? What consumer buying behavior is typical when a person arrives on the Amazon.com site?
Amazon Search Engine Optimization
I can tell you firsthand (from buying thousands of dollars’ worth of products every year from Amazon) that I am a typical customer. We want what we want and we don’t want to have to dig around for it. I expect search results to be accurate and I get irritated when irrelevant products show up.
For example, I was shopping for a navy blue women’s button cardigan sweater the other day. The results page was littered with girls’ sweaters and children’s sweaters and sweater styles that were not cardigans. This is not all Amazon’s fault.
Many sellers try to include every type of sweater possible in their keyword research. They believe they can catch the eye of the consumer and, instead of buying the cardigan they are searching for, the shopper might possibly change his/her mind and buy a different sweater. Not likely.
According to the Feedvisor study:
- Almost half (44%) of searchers will scroll through no more than two pages of results.
- 26% of shoppers frequently buy the very first product listed in the search results.
- 54% of shoppers who buy every day or almost every day from Amazon always buy the first product in the search results.
PRO TIP #1 — Only include highly relevant keywords in your listing copy and Search Terms field. Going too broad can cause your product page to show up for incorrect results. Customers may click once to your page and then not buy. These “bounces” leave a negative impact on your conversion rate and can eventually cause your rankings to decline.
Amazon Product Descriptions (Including Bullets)
Frequently, I hear sellers remark that the product description isn’t important. Nothing could be further from the truth, as Feedvisor proves.
A large majority of consumers (82%) read the full product description (including bullets) before making a purchase on Amazon.
PRO TIP #2 — Create bullets designed to hook shoppers… like an appetizer. Dangle the best features and benefits in front of them to whet their appetite, and then follow up with the full meal in the Product Description section.
PRO TIP #3 — Don’t get carried away with marketing hype. Clarity is a much more powerful tool than cleverness. Yes, be engaging and enticing, but also be clear about what your product offers and why it is better and/or different than the other options on Amazon.
Not surprisingly, 92% of consumers agree that they trust the reviews on Amazon product listings, and they always or frequently read reviews before making a buying decision.
Getting reviews is vital to Amazon sellers, but how exactly can you do that without breaking Amazon’s strict terms of service (TOS)?
PRO TIP #4 — The one legal reason for sending emails to customers is to provide customer service. Do that when you email to ask for a review. Offer tips, hacks, or instructions that will make your customer’s use of your product more enjoyable. That gives you a review advantage. Then, after offering useful information, ask for a review.
- Start the keyword research process
- Develop the approach to your copy
- Position your product in a particular way
- Write and optimize the bullets and description, and
- Request a review after the purchase, think of the customer.
Making their experience exceptional is a sure way to boost sales, making it a win-win for you both!