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Over the course of the last year, Amazon generated $178 billion in sales. In recent years, the e-commerce giant known for its large selection, competitive prices, and fast shipping has expanded its reach outside of online shopping.
The Seattle company now offers digital content in the form of movies and television shows and bought the Whole Foods Market grocery chain for a reported $13.4 billion last year. More than ever Amazon is changing the way people shop, search online, and consume digital content.
Learn 8 Amazon statistics relevant in 2018:
To drive consumers to its online marketplace Amazon employs a host of different methods, ranging from traditional advertising to most recently, influencer marketing. Here we’ve compiled the top 10 Amazon statistics that prove its online dominance and importance to U.S. consumers.
As of June 2018, 95 million people in the United States are signed up for Amazon Prime. For a little perspective, that’s more than twice the size of California’s population. Put differently, two-thirds of American homes have Prime memberships. In April 2018, Amazon reported having more than 100 million paid Prime members globally.
The cost of membership is $119 annually and gives users access to items at a low price and frequently includes two-day shipping. Members can also get access to Prime Video, Amazon’s on-demand streaming services and Amazon Music, a streaming services that offers ad-free music, among a wide range of other perks. Prime is also available to purchase monthly at $12.99/month.
A 2018 study found that Amazon Prime members spend about twice as much on Amazon.com than non-members. Although Amazon is perhaps best known for its Prime service, individuals can also shop from the site without a membership.
U.S. Prime members spend an average of $1.4K each year on the site, compared to $600 spent by non-members. Amazon provides strong incentives for customers to sign up for a Prime membership and once users do sign up they tend to spend more on the site.
Amazon Prime Day is an annual one-day event in which Prime members receive steep discounts on items across the Amazon website. According to an Amazon press release, the company’s 2018 prime event, which occurred on July 16, was its biggest ever. Of the 100 million products sold, the bestsellers included products created by Amazon: the FireTV Stick and Echo Dot.
On Prime Day 2018, more people reportedly signed up for a Prime membership than any other day in history. The company has made itself even more appealing to Prime members and non-members by creating exclusive marketing events.
Amazon is dominating online product search. After finding a product on another retailer’s website, 90% of consumers check Amazon for the same product.
Not only do consumers use Amazon for comparison shopping, 55% start on Amazon when shopping for products online instead of using Google to search for a product.
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A 2017 study surveyed over five thousand American teenagers and close to half said Amazon is their favorite place to online shop. No other website came close in popularity. Nike and American Eagle tied for the second most popular, with 5% of teenagers reporting each as their favorite shopping website.
In the coming years will other e-commerce sites match the convenience and price point that teens have come accustomed to from Amazon? Once a person signs up for a Prime membership they tend to stop shopping elsewhere and increase their Amazon spending, likely to take advantage of the free shipping they’ve already bought.
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Since buying the Whole Foods grocery store chain in June 2017, Amazon has cut prices at Whole Foods’ locations by up to 42%. On its first day of owning the company Amazon reduced prices on a variety of organic foods including apples, kale, lettuce, and eggs.
Just as Amazon has changed the way consumers shop for household items and electronics, the company looks to be altering the grocery store model.
Amazon spends a considerable sum on marketing, whether to create traditional television ads, run email marketing campaigns, or to show up first in Google search results. According to an report, in the 2017 the e-commerce company spent over $3.4 billion on U.S. ads and promos, which is a 28% increase from the previous year.
Amazon’s focus has traditionally been on online shopping, and thus the company uses multiple marketing channels to drive consumers to its website.
Amazon’s Echo line of smart speakers are ultra-popular, with more than 50 million units sold, each featuring a voice-controlled assistant known as Alexa. Alexa can process verbal commands to make purchases, check the status of Amazon orders, and suggest products. Despite the popularly of the Echo product line, very few consumers actually shop using Alexa. This represents a very small fraction of consumers who have embraced Alexa’s shopping functionalities, suggesting that users still like to visually see their merchandise and shopping carts before committing to a purchase.