How Customers Shop on Amazon [Semrush Study]

How Customers Shop on Amazon [Semrush Study]

  • AppNews
  • August 9, 2023
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Semrush studied a 12 months of Amazon clickstream knowledge (from December 2021 via November 2022) to research the shopper funnel. The research targeted on visits to utilizing a browser, that means it included two buy strategies: clicks to the Purchase Now button, and the buying cart.

A breakdown of Amazon's user funnel. Out of 100% of user sessions: 66.73% visit at least one product page 11.94% click "add to cart" at least once 8.12% complete their purchase from the cart 3.81% abandon the cart.

Based on the research, 14.35% of all website visits end in a purchase order.

Whereas it’s doable to transform with out ever visiting a product web page, it’s unlikely. 92.4% of conversions occurred after a product web page go to, even when they used the Purchase Now button.

Once we look solely at transactions from the cart, right here’s the way it breaks down. 

11.94% of all classes embody a minimum of one add-to-cart click on—that means a powerful majority by no means get up to now. However as soon as customers click on Add to Cart, they’ve two choices:

  • 68.05% of carts end in a accomplished buy (8.12% of classes) 
  • 31.95% of carts are deserted (3.81% of classes) 

For sellers, which means that, in the event you persuade the shopper to click on that button, you’ve bought a powerful probability to transform.

The Path to Conversion: How Customers Behave on

The common consumer makes three searches and visits six product pages earlier than finishing a purchase order. For comparability, it solely takes two searches and 4 product web page visits for the common consumer to click on “add to cart.” 

Right here’s a extra detailed breakdown of typical consumer habits: 

A breakdown of the typical user behavior on Amazon: Clicks per session: 15.0 Product pages per session: 3.3 Search pages per session: 2.0 Cart clicks per transaction: 1.7 Product pages per transaction: 6.1 Product pages per cart click: 4.3 Search pages per transaction: 3.2 Search pages per cart click: 2.2

Once we appeared on the variety of classes throughout all the analysis interval, just a few notable tendencies emerged. 

Amazon classes stay pretty regular all year long—with just a few exceptions. 

Visits spiked on Prime Day in July, and through two vacation promotions: the Prime Early Entry Sale in October, and Black Friday weekend in late November. There was additionally a notable drop at Christmas, as soon as customers had probably accomplished their vacation buying. 

The trend for number of users sessions per day on Amazon in 2022. The highest spikes occurred on Prime Day (July 12-13), the Prime Early Access Sale (October 11-12), and Black Friday weekend (November 25-28).

The very best-converting day was Prime Day on July 13, when a staggering one in six classes resulted in a purchase order.

The trend for Amazon user sessions that included a purchase in 2022. The highest converting day was Prime Day in July, followed by Black Friday Weekend.

Attractive Product Pages are the Key to Amazon Gross sales

It’s no shock that almost all of customers convert solely after visiting a minimum of one product web page—if no more. So if you wish to increase your Amazon gross sales, you first want to make sure that your product pages are attractive and optimized for Amazon search.

For deeper insights to enhance your rankings, you should use Search Insights for Amazon, which supplies the aggressive knowledge it is advisable optimize your product pages successfully.

Discover this and extra within the Semrush App Middle’s Ecommerce app collection.


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