54% of product searches start on Amazon, overtaking Google

Amazon in Q2 2018 overtook Google in product search with about 54 percent of product searches beginning on Amazon, up from 46 percent in 2015, according to Jumpshot, a research firm that collects data from 100 million devices.

Almost 90 percent of all product views on Amazon result from Amazon’s product search and not merchandising, ads or product aggregators

Amazon search result placement is vital for product views

  • The 4th ranked product spot generates more views (7 percent of all clicks) than the 2nd and 3rd ranked spots (5.7 percent and 5.2 percent, respectively)
  • More than 2/3 of all product clicks come from the first page of Amazon results, and 1/3 from the first two rows alone

Time to purchase from Amazon search is longer than from Google search

  • 35 percent of Google searches, and less than 20 percent of Amazon searches led to a transaction within 5 days
  • Across all categories, Amazon search averages 25.9 days from search to purchase. Google search averages just 19.6 days

Amazon is increasing focus on sponsored ads

  • Sponsored listings only make up about 6 percent of all product views from Amazon’s search results page
  • Clicks from sponsored placements on Amazon have increased 17 percent since the beginning of 2018


  • Home Improvement: Walmart and Home Depot are growing up to 16 percent in market share, while Amazon is declining
  • Furniture: Wayfair has a good market hold and continues to grow at 21 percent, outshone in YoY growth by Ikea at 57 percent
  • Food: Specialized food delivery brands are losing share while big box retailers like Walmart and Kroger grow 52 percent and 20 percent YoY, respectively
  • Beauty: Specialist retailer Sephora declines 53 percent online, superstores Walmart and Target steal market share
  • Women’s Clothing: All top marketplaces are growing share except Amazon; H&M grew the highest at 77 percent YoY

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