Three-in-Four Shoppers will Browse Competing Online Retailers before Making a Prime Day Purchase
In 2016, across some of Bazaarvoice's top online retailers,
- Prime Day shopping extends beyond Amazon. Brands should bolster visibility across multiple online retail channels to maximize sales opportunity - 76 percent of Prime Day shoppers visit other major online stores to research product ratings and reviews before making a purchase on Amazon. The top places they look include: Walmart (46 percent), consumer electronics websites (45 percent), Target (40 percent), home improvement websites (39 percent) and brand websites (39 percent).
Prime Day shoppers rely on ratings and reviews when making purchase decisions and discovering new brands - Nearly half (46 percent) of Prime Day shoppers are not likely to purchase a product if it does not have ratings and reviews. In fact, 56 percent of shoppers always read ratings and reviews before making a Prime Day purchase and 80 percent consider ratings and reviews important to their purchase decision. Additionally, 45 percent of shoppers will buy a product they have never heard of or used before based only on ratings and reviews.
- Prime Day shoppers browse a mix of mass merchant and specialty retailers based on different product categories. Walmart emerged as the top online retail destination behind Amazon for Prime Day shoppers buying home appliances (47 percent will visit this retailer), and specialty retailers led in the electronics and outdoor recreation categories. More than half of shoppers visit Best Buy first to research electronics brands, while 49 percent will turn to Lowe's when researching outdoor recreation items, like hammocks or grills.
"As one of the biggest online shopping days of the year, many consumers discover and try new brands on Amazon Prime Day," said
Using Google Consumer Surveys,
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