Amazon’s Lead in Product Search
Google’s dominance in search is absolute with one significant exception: for product searches many consumers bypass it and go directly to Amazon. This has been known for some time, but here is some interesting supporting data from a UPS Online Shopper study conducted earlier this year. According to the study, 29% of product searches begin on Amazon compared to 15% on search engines. Furthermore, Amazon’s share is growing, while the search engine portion is flat year over year.
What we don’t know is the size or share of product searches vs the total number of search queries made by consumers. But there is no doubt that they are a major search category and one in which Google has been decisively eclipsed by Amazon. As the competitive front shifts to smart speakers, Amazon will likely grow only stronger given its leadership with the Echo product line.