Despite the unlimited products and stores available on Google, Amazon are the top destination for product inspiration in the UK, says new report Reimagining Commerce: Principles of Standout Digital Shopping Experiences by Episerver.
The report incorporated data from more than 1,000 UK consumers to highlight the ways in which Amazon have dominated the UK retail market in 2019.
According to the research, 30% of the polled UK shoppers go directly to Amazon for inspiration, compared to 27% of respondents who start with a search on Google.
Some 81% of the polled UK shoppers “always” or “often” compare prices on Amazon when shopping online. Half of UK shoppers (50%) intend to buy most or all of their gifts this year on Amazon, and 28% of the respondents start their purchase journey on Amazon before looking elsewhere – compared to only 12% that have a preferred independent retailer.
While 32% of respondents say that they buy from Amazon based purely on price, a fifth of shoppers (19%) are loyal because of Amazon’s user experience.
The findings highlight Amazon’s influence in the UK market. This means that when shoppers go on Amazon to get inspired by products they are more likely to buy on the marketplace – making it even more critical for sellers to list their products on Amazon to be found.