A majority share of consumers are now taking to marketplaces first when shopping online. According an August 2020 survey from ecommerce ad agency ChannelAdvisor conducted by Dynata, 53% of US adults said they began product searches at Amazon when planning to make a digital purchase.
Consumers are also intending to lean on Amazon heavily this holiday season. About two-thirds of respondents to the ChannelAdvisor and Dynata survey said they planned to research gifts on Amazon, 20 points ahead of Google.
“Research also continues to find that, for the most part, consumers are fine with the ad experience on Amazon—despite the fact that sponsored listings and other non-organic results continue to take up ever more real estate on the first search results page,” said Nicole Perrin, eMarketer principal analyst at Insider Intelligence and author of our new report, “Amazon Advertising 2020.”
