Amazon customer shopping behaviors vary significantly between app and web users, highlighting distinct engagement levels, purchase patterns, and category preferences. App users engage more, while web users show stronger brand loyalty and higher Prime Day purchases.
Selling on Amazon is more competitive than ever, yet many sellers overlook the critical differences in how app users and web users shop.
Without understanding these nuances, sellers risk missing out on opportunities to engage their audience effectively, especially during key shopping events.
New data reveals these key differences, empowering Amazon sellers to tailor their strategies to meet the needs of both app and web users. By leveraging these insights, sellers can improve their engagement, conversions, and overall sales performance.
Amazon Customer Shopping Behaviors From A Datos and MFour Study
A new study from Datos, Semrush, and MFour Mobile Research shows how Amazon app and browser users shop differently. This information is essential for businesses to improve their strategies on Amazon.
Key Highlights
1. Engagement Levels
App users are more engaged than web users.
- 72.3% of active app users visited Amazon monthly, compared to 51.4% of active web users.
- During Prime Day, app engagement spiked to 56.2%, while web engagement was 30.5%.
- Monthly sessions averaged 13.4 for app users versus 9.3 for web users.
2. Purchase Likelihood
Amazon App users generally purchase more often, except during Prime Day.
- App users’ monthly purchase rate: 44.6%; web users: 41.8%.
- During Prime Day, 35.3% of web users made purchases, outpacing 30.3% of app users.
3. Category Preferences
App users favor convenience-driven and impulse categories like Toys & Games and Grocery. Web users gravitate toward research-heavy categories like Books and Tools & Home Improvement.
4. Shopper Loyalty
Web users are more loyal; app users explore competitors.
- 56.1% of Amazon app users also used the Walmart app, while only 24.9% of web users visited Walmart.com.
Capitalize on Amazon Shopper Behavior with a Mobile-Optimized Business Strategy
As mobile shopping continues to dominate e-commerce, understanding how Amazon’s mobile app affects customer behaviors is essential for sellers aiming to maximize engagement and sales.
Amazon shoppers, particularly those on the mobile app, are more likely to make quick purchasing decisions, as mobile listings are optimized for simplicity and ease of use.
Here’s how you can tailor your Amazon business strategy to capitalize on this trend.
1. Understand the Mobile Shopping Experience
The mobile shopping experience on Amazon is designed for speed and simplicity, prioritizing the “Buy Box” to encourage instant purchases. Unlike desktop views, mobile listings often feature essential product details above the fold, with additional content like features and descriptions pushed below.
Understanding that mobile shoppers may not delve deep into long descriptions means you should focus on succinct, impactful content that aligns with their purchase behaviors.
Action Tip: Simplify your listings to ensure that key information like product benefits and features are easily accessible above the fold. Use bullet points and bolded text to improve scannability.
Amazon App Features That Customers Likely Find Valuable
AI Shopping Guides
Get personalized product recommendations and shopping help through Amazon’s AI-powered guides.
Product Over Price: The Critical Role Personalization Plays in Converting Online Searches into Sales.88% of online shoppers are more likely to continue shopping on a retailer website that offers a personalized experience.
Inspire
Discover shoppable content from customers and influencers, and share your own product photos and videos.
Find on Amazon
Find similar products on Amazon from any online image with just a share of the link.
View in Your Room
Use AR to see how furniture and decor will look in your space before buying.
Consult-a-Friend
Share a product link with friends for feedback, including emojis and comments.
Skincare Quiz
Answer a few questions to get personalized skincare product recommendations.
View in 3D
Inspect products in 3D by rotating, zooming, and viewing from all angles.
Virtual Try-On
See how products like sneakers, sunglasses, and makeup look on you in real-time using AR.
Virtual Try-on Market Size & TrendsThe global virtual try-on market size was estimated at USD 9.17 billion in 2023 and is expected to grow at a CAGR of 26.4% from 2024 to 2030.
2. Optimize Your Listings for Mobile-First Content
Shoppers on mobile devices prefer an experience that delivers relevant information fast. As the mobile platform prioritizes the Buy Box, you must adjust your content strategy to accommodate mobile browsing habits. Short, scannable content works best, and it’s crucial to avoid overloading the shopper with lengthy text or excessive keywords.
Action Tip: Focus on essential keywords at the beginning of your product titles and use a clean, readable format for your product descriptions. Bullet points should highlight the most important features and benefits, and avoid keyword stuffing that can disrupt the flow of your content.
3. Optimize Amazon Product Images for Mobile to Boost Visibility and CTR
By optimizing your images for mobile, you’ll increase visibility and boost your click-through rate (CTR). Simple tweaks can make a big difference!
Action Tip: To stand out on mobile, use vertical images that take up more screen space, making your product appear larger. Mobile screens are narrow and tall, so vertical images are more likely to capture attention compared to horizontal ones.
4. Leverage Mobile-Friendly Enhanced Brand Content (EBC) and A+ Content
Enhanced Brand Content (EBC) and Amazon A+ Content are powerful tools that provide a richer brand experience, but they require careful mobile optimization. Since these elements are hidden behind the “description” link on mobile, use high-quality images and concise text to tell your brand story and highlight key features.
Action Tip: Use EBC and A+ Content to showcase your product with engaging lifestyle images and minimal, high-impact text. Avoid text-heavy images that may be hard to read on mobile devices.
Remember, these sections still benefit from keyword optimization in the backend, so ensure that your product descriptions remain optimized for mobile indexing.
Boost Engagement with Seller Central’s Customer Loyalty Analytics Dashboard
Segment Your Customers
The dashboard divides customers into four segments:
- Top Tier: Frequent buyers who spend the most.
- Promising: Recent, occasional buyers with above-average spending.
- At Risk: Infrequent buyers with varied spending.
- Hibernating: Customers who haven’t bought in a while.
Engage with Targeted Promotions
Use the Brand view to identify potential and repeat customers. Target At Risk and Hibernating segments with discounts or holiday offers to re-engage them, while rewarding Top Tier and Promising customers with exclusive deals.
Dive Deeper with Segment Insights
In Segment view, analyze customer behavior, predict future trends, and get recommendations for actions to increase engagement and sales.
Track Trends
The dashboard includes trend charts for both Brand and Segment views, helping you refine your strategies based on historical data.
Leverage these insights to optimize customer loyalty and drive sales. Access the dashboard via the Brand Analytics menu in Seller Central.
Watch this video to learn how to see your brand growth via the Customer Loyalty Analytics dashboard:
Optimizing Amazon product pages for mobile can be challenging due to the need for speed, simplicity, and clear content. Mobile users prefer quick, scannable information, making it essential to adjust your listings accordingly.
Professionals, such as an Amazon agency can help sellers analyze and adapt to changing customer shopping behaviors, ensuring you can enhance engagement and drive higher conversions across both app and web users.
