Just this week, Marketing Land dug into the results of a new survey that underscores the fact that Amazon is more than just an ecommerce platform. Much more. The survey found that a majority of online shoppers either always (24 percent) or often (44 percent) use the online giant to compare products found on a brand’s website or another retailer’s site.
Another interesting factoid: For online shoppers who already have a specific product in mind, 46 percent begin their buying journey on Amazon or similar marketplace site. The same goes for 39 percent of consumers who are just browsing. The next most popular option for initiating a product search was Google, followed by a brand or retailer’s website.
Clearly, brands need to see the big picture when it comes to Amazon: It’s not just an ecommerce channel; it’s a holistic marketplace opportunity.
Brands are being built on Amazon, and Amazon is looking to make brand development not just a capability, but a priority. Virtually every company in every industry that sells anything has an opportunity to leverage this marketplace to transform their businesses—even Consumer Packaged Goods (CPG) brands and manufacturers who traditionally haven’t ever sold directly to consumers can spread their wings and build their own customer relationships. We’ve found that our clients can use Amazon very effectively for brand awareness and competitive positioning. And Amazon can play a huge role along with search and social in creating cross-channel campaigns that increase customer engagement.
Head on over to Marketing Land to get the full story. And if you’re interested in learning more about how Kenshoo Ecommerce can help you build your brand’s presence on Amazon, contact us for a demo today!
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