A major new study into the online behaviour of Amazon users

Amazon Box Robot
Amazon is a giant in online product search and purchase, with its influence and category reach growing all the time. The company’s latest move is a bold incursion into the grocery sector with its acquisition of Wholefoods and the recent launch of the Amazon Go convenience store format.

Few people doubt that Amazon’s C-Suite crunched a lot of their own platform data before making these moves. And even fewer doubt Amazon’s ability to wring every bit of value from the data they collect as the company’s attack on new categories win sales. Amazon carefully guards its proprietary customer data, and with good reason. It poses a direct threat to any established retail and consumer brand that cannot leverage the same degree of data dominance to make decisions and defend its market.

Some of this data is made available to big brands or vendors selling on Amazon’s platform through a program called Amazon Retail Analytics Premium. But it is expensive, with vendors paying 1 percent of their wholesale cost of goods sold to Amazon or a minimum of $100,000 to get access to a database that lets them see some, but not all, of the data Amazon has compiled.

If other businesses could get similar insights on consumers’ use, and importantly, non-use of Amazon for products in their category it would begin to significantly level the retail playing field. This is the inspiration behind our major new research study into the online behaviour, shopping habits and digital lifestyle of Amazon users.

Colourtext and Netquest have teamed up to collect and analyse every click made by more than 3,000 U.S. Amazon users on their mobile and desktop devices. Colourtext has leveraged the power of Netquest’s U.S. behavioural data consumer panel to reveal how users and non-users of Amazon use the online giant’s platform to search for and complete retail purchases. This includes a detailed segmentation analysis to uncover important differences in behaviour and attitude between Amazon Loyalists and Amazon Avoiders.

The click-stream analysis has been supplemented by data from a follow-up online survey of 2,279 Amazon users who contributed their behavioural data to our study. This yielded a wealth of textured attitudinal and perception behaviour that’s played a key role in interpreting and articulating the shopping patterns identified in device usage data.

Using this data we can identify the consumers who are most likely to abandon their shopping cart, or indeed complete a purchase, with details on their age, gender, income level and online content consumption profile. Retailers and brand owners in any category will want to use these insights to plan their own strategy for making Amazon work in their favour. The insights from this major study can also help businesses figure out how to build a moat around themselves and fend of future category incursions from Amazon.

You can view a summary slide deck of this study here.

To learn more about the Amazon user data we have collected, or data we have on other categories and brands in the US, UK, France, Germany, Italy or Spain, you can reach us by email.

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