Which search engine does Amazon use

Not in the spirit of the inventor: Amazon is becoming a search engine

More and more online shoppers are first looking for products via Amazon. This minimizes search queries from search engines and smaller retailers. But: With its increasing function as a (product) search engine, there is also more fluctuation for Amazon.

The influence of Amazon

A study published by Bloomreach on Amazon use during the run up to Christmas in the US shows astonishing numbers. Not only 94 percent of those surveyed said they were planning a purchase on Amazon, but 55 percent said that the platform was the first port of call when looking for products. This puts the online giant well ahead of search engines (34 percent) and other retailers (21 percent) in this regard.

But even with the increasingly important mobile surfing, half of them start their search for products on Amazon. This use of Amazon, not only as a mail order company, but also as a search engine or even a source of inspiration, is increasing. 59 percent of American gift shoppers start their online product search on Amazon if they know what they are looking for. But 49 percent of those who do not yet know are also looking at Amazon.

Nine out of ten respondents also stated that they also use Amazon as a comparison retailer if they have already found a product elsewhere.

If this data also comes from the USA, the influence of Amazon on the German online trade cannot be dismissed out of hand. The retailer is by far the driving force in this market, as last year's sales figures show.

The market leaders Amazon, Quelle and Zalando generated eleven billion euros in sales last year, almost as much as the 97 companies that followed them in the top 100 online shops in Germany.

The change in Amazon usage

If Amazon is used as a search engine for products, they naturally get more traffic. However, this can also mean that visitors only come to the platform to look - and then buy elsewhere. In the US study by Bloomreach, 70 percent said they would look for a product at other retailers even if they had already found it on Amazon. Such a course can be intensified by a negative website experience. 30 percent of respondents left Amazon as a result of such a bad experience.

In fact, using Amazon as a product reference also means that users read the product reviews there. However, only about one in three rated the product reviews there as better than on other sites. This is likely to be related to the many embellished reviews for which Amazon products are notorious.

The (few) users who turn their backs on Amazon are opposed to all those who are referred back to Amazon when searching for a product via a search engine. This is essential given the size of the company. According to Prophet's Brand Relevance Index, Amazon is even the most important brand in Germany, ahead of Apple and Google. The company is also way ahead in Germany when it comes to customer loyalty and customer satisfaction, according to Wirtschaftswoche.

Pragmatics as a (small) danger

While Amazon is the simplest and therefore most used solution for most online shoppers, despite all the pragmatism, an emotional bond is rare. The Brand Relevance Index report states:

There is a lack of an overarching mission that customers can believe in beyond practical benefits.

This in particular can sometimes mean that users prefer to buy from dealers who they attribute moral added value or more personality to. So that Amazon in these cases "only" as a reference for products, as a searchmachine would be used. The problems that Amazon has with some of its features are, however, only a small obstacle with the aforementioned dominance in online retail. If they are optimized, Amazon's supremacy could be further consolidated.

But when it comes to product searches, Amazon is by no means the only source of inspiration - especially with regard to Christmas, Hanukkah, etc. Facebook also plays a crucial role here in order to be inspired. With all of this in mind, however, the majority of online purchases are made through Amazon today; and some can already be won over by searching there.

Source: Search Engine Watch