Digital Marketing Researches & Reports

Getting to Know Your Customers: Amazon User Study 2016 | Feedvisor

| Global

Amazon has become an enormous force in the world of retail as well as in entertainment. If we could choose one word to describe the Amazon Marketplace, that word would be “dynamic”. So, sellers should have a deep knowledge of how Amazon customers behave, particularly when buying from third-party sellers.

Here are some trends and statistics may help:

  • 56% of Amazon customers made their online purchases using the desktop, while 41% used the mobile device.
  • 76% of respondents looked for products using the Amazon search box and 58% of consumers said that they scroll past the first page of search results on Amazon.
  • 59% of Amazon consumers said that they always read the full product description when making a purchase on
  • 39% of Amazon Prime members always check prices on before purchasing a product on a different site (29% for non-Prime).
  • 95% of respondents have made a purchase on in the last year.
  • 39% of Amazon Prime members and 15% of non-Primes visit 2 or more times per week, while 10% of Amazon Prime members and 39% of non-Primes shop online less than once per month.
  • 73% of Amazon Prime members and 63% of non-Prime trust packages shipped by more than packages shipped by a third-party seller.
  • 58% of respondents claimed that they always check the ratings of third-party sellers when buying on
Getting to Know Your Customers Amazon User Study 2016 Feedvisor

A Graph Shows the Trustworthy in Packages Shipped by Amazon Versus Other Third-Party Sellers in 2016


Data were driven from 1,507 Amazon customers, aged 18-over 60 years (50% were Prime members & 50% were regular Amazon customers) and (60% were female & 40% were male).

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