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BizReport : Search Marketing : October 09, 2015

Amazon the go-to place for consumers to search for products

Amazon is the go-to website to search for products for almost half of U.S. consumers, according to research released by BloomReach.

by Helen Leggatt

In a survey of 2,000 U.S. consumers, 44% said they head directly to Amazon when searching for products, bypassing search engines and other websites, up from 30% in 2012. In comparison, 34% go straight to a search engine such as Google, Yahoo and Bing.

The reason, suggests the research, is Amazon's advanced algorithmic recommendation capability which accurately predicts intent and suggests products better than any other website. The survey found that a whopping 87% of consumers head to websites with such accurate web personalization technology.

"Amazon has turned a slow-bleed of search engines' and retailers' e-commerce importance into a gushing wound," said Joelle Kaufman, head of marketing and partnerships for BloomReach.

"Search engines like Google have done their part by making product discovery and search intuitive, convenient, and seamless; but if retailers want to slow Amazon's dominance, then they must integrate technology that creates frictionless experiences for their customers across channels. Amazon has a commanding lead, but retailer personalization and brand experiences can power a counterattack."

The BloomReach consumer survey also found that consumers -- at a 2:1 ratio -- wonder why other retailers aren't delivering the same personalized discovery experience.

Yeamake /

Image via Shutterstock

Tags: ecommerce, personalization, search marketing

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