Amazon: The King of Search
If you are an online retailer, you probably know how important it is to rank well on Google for your products. But did you know that Google is not the only place where consumers start their product searches?
In fact, according to a recent survey by PowerReviews, 50% of product searches start on Amazon, while only 31.5% start on Google. That means that Amazon is the dominant platform for product discovery, and if you are not selling there, you are missing out on a huge opportunity. Retail or brands websites accounted for 14% of product searches as Reviews websites and social media accounted for 2% respectively. Interestingly for Generation Z, Google bested Amazon (38% vs. 36%, respectively). Gen Z was also the most likely group to start their shopping journey on social media (5%).
What makes Amazon so popular for product searches?
There are several reasons why Amazon has become the go-to destination for online shoppers. Here are some of them:
Amazon has a vast and diverse product catalog. No matter what you are looking for, chances are you will find it on Amazon. From books and electronics to clothing and groceries, Amazon offers millions of products across thousands of categories. And with its third-party marketplace, Amazon allows sellers to offer even more products that may not be available elsewhere.
Amazon has a loyal and engaged customer base. Amazon has over 300 million active customers worldwide, and many of them are Prime members who enjoy free shipping, video streaming, music streaming, and other perks. Prime members spend more than twice as much as non-Prime members on Amazon, and they also shop more frequently and across more categories. Amazon also has a reputation for providing excellent customer service, fast delivery, and easy returns, which builds trust and loyalty among its customers.
Amazon has a powerful search engine and recommendation system. Amazon's search engine is designed to help customers find the products they want quickly and easily. It uses sophisticated algorithms that take into account factors such as relevance, popularity, price, availability, reviews, ratings, and more. Amazon also leverages its massive data to provide personalized recommendations based on customers' browsing and purchase history, as well as similar products and complementary items.
Amazon has a strong social proof and user-generated content. One of the most influential factors in online shopping is social proof, which refers to the opinions and feedback of other customers. Amazon has a rich source of social proof in the form of reviews and ratings, which are displayed prominently on every product page. Customers can also see user-generated photos and videos of the products, which provide more authenticity and credibility. Additionally, Amazon has features such as "Customers who bought this item also bought", "Frequently bought together", and "Best Sellers" that show what other customers are buying and liking.
How can direct to consumer (DTC) brands compete with Amazon?
If you are an online retailer who wants to attract more customers and increase your sales, you cannot ignore Amazon's dominance in product searches. However, that does not mean that you have to give up on your own website or other channels. Here are some tips on how to compete with Amazon:
Optimize your website for SEO and user experience. While Amazon may be the first place where many customers start their product searches, it is not the only one. Many customers still use Google or other search engines to find products, especially if they are looking for something specific or niche. Therefore, you need to make sure that your website is optimized for SEO, meaning that it has relevant keywords, titles, descriptions, images, links, and content that match the search intent of your target audience. You also need to make sure that your website is fast, mobile-friendly, secure, easy to navigate, and appealing to your visitors.
Leverage your unique value proposition and brand identity. One of the disadvantages of selling on Amazon is that you have less control over your brand image and differentiation. You have to follow Amazon's rules and policies, and you have to compete with hundreds of other sellers who may offer similar or identical products. Therefore, you need to highlight your unique value proposition and brand identity on your own website and other channels. What makes your products or services better or different from others? What is your mission and vision? How do you connect with your customers emotionally? These are some of the questions that you need to answer and communicate clearly to your potential customers.
Build relationships with your customers through email marketing and social media. Another way to stand out from Amazon is to build relationships with your customers through email marketing and social media. Email marketing is one of the most effective ways to communicate with your customers directly, provide them with valuable information and offers, and encourage them to visit your website or store again. Social media is another powerful tool to engage with your customers, showcase your brand personality, share user-generated content, collect feedback, and drive traffic to your website or store. By building relationships with your customers through these channels, you can increase their loyalty and retention rate.
Offer incentives and rewards for shopping with you. Finally, you can compete with Amazon by offering incentives and rewards for shopping with you. For example, you can offer free shipping or discounts for orders above a certain amount; you can offer free returns or exchanges; you can offer loyalty programs or referral programs; you can offer gift cards or coupons; or you can offer exclusive products or services that are not available on Amazon. By offering incentives and rewards for shopping with you, you can increase your conversion rate and customer satisfaction.
Amazon is the king of product searches because it offers a convenient, reliable, and personalized shopping experience for its customers. However, that does not mean that online retailers have no chance of competing with it. By optimizing your website for SEO and user experience; leveraging your unique value proposition and brand identity; building relationships with your customers through email marketing and social media; and offering incentives and rewards for shopping with you; you can attract more customers and increase your sales.
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