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Survey looks at how — and why — people shop at Amazon

A new survey sheds light on the most common shopping behaviors among Amazon users.

According to a survey of about 1,350 U.S. adults conducted by CouponFollow and SurveyMonkey, 95% of respondents have made a purchase at Amazon in the last 12 months. Among Amazon shoppers, 71% have a Prime membership and 4% do not but plan to join before or on Prime Day 2019.

Results indicate that Prime benefits are far and away the most commonly used Amazon features. Almost seven in 10 (68%) respondents who have made an Amazon purchase in the past 12 months have used Prime shipping. Another 52% have used Prime video. Only about one in five (18%) have used the next-most-common Amazon feature – Whole Foods. More Amazon shoppers have used no special features (17%) than have used offerings such as Amazon Fresh (7%) or Amazon Locker (6%).

Over half of Amazon shoppers (51%) say they have shopped on Amazon on Prime Day. Another third (33%) haven’t shopped Prime Day, and 16% don’t know what Prime Day is. Among those who have shopped on Prime Day, a majority are happy with the deals — 54% say they deals have been good (30%) or excellent (24%).

This year, 58% of Amazon shoppers plan to shop on Amazon Prime Day 2019. The most common items consumers shop for are electronics, which more than half of respondents (57%) say they’ll check out on Prime Day. Other popular items include clothing, shoes and accessories (39%), books and audiobooks, home, garden and tools, and beauty and health (25% each).

One-third of Amazon shoppers (33%) plan to spend $51 to $100 on Prime Day, and 39% plan to spend more than $100. Thirteen percent do not plan to make any Prime Day purchases.

Even when consumers already know what they want and are ready to buy, Amazon is still their top destination. Sixty-three percent of respondents who have head to Amazon at this stage of shopping. Another 19% use search engines, and 12% visit retailer websites once they’ve picked out an item and are making a purchase.
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