Is Amazon a Tough Competitor for Google's Search / Ad?
Is Amazon a Tough Competitor for Google's Search / Ad?
2016 - 10 - 08
When you have a specific product in mind, do you go on Amazon or Google?
當你有特定領域的需求（比方說，要上網買東西）時，是先上Amazon找、還是去Google？
電子商務調研公司BloomReach近期在線上訪問了2000位網購者。結果顯示：在尋找一項商品時，有超過55%會直接前往Amazon，比去年成長了11%。消費者也不再偏好搜尋引擎來尋找商品，從去年的34%直落到今年的28%。Google在這點上，持續敗給Amazon，而且看來差距還愈來愈大。這部分的廣告收入，亦然。
9 in 10 consumers will check Amazon even if they find a product they want on another retailer’s site
有9成的受訪者，即使在其他通路商網站上找到他們想要的產品，也還是會去Amazon的網站看看。Amazon的優勢除了基於這樣的事實，更重要的是其Prime服務所創造的使用者超高黏性。在超快到貨、線上書籍、電子書、有聲書、影音串流等服務下，Amazon會員在找商品的時候，還會去其他網站嗎？
而且，這篇還漏講了我們常提到的事情，就是包括在Prime member $99的年費裡的Prime Video & Music。這兩項服務其中的X-Ray功能，擁有全球最精確的metadata與與最佳的呈現方式。一旦在裡頭加賣置入或隱藏式廣告，讀者可以試想一下，在您追美劇影集時，女主角身上的精品包包、用的3C，如果可以隨點隨逛隨買，這樣的廣告效果會增加多少倍？Amazon賣廣告的營收又會暴衝多少倍?
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