This behavior can probably be explained by Amazon being used as a product research resource. Shoppers can read extensive user reviews, Q&As and look at photos, but they aren't necessarily looking to buy immediately, whereas a Google product search could be from a shopper who already knows what they want.
It's helpful to see that this buying behavior, and search results can also inform marketing and merchandising strategy. "Amazon is starting to trump Google in the amount of consumers that begin their search for merchandise there. Amazon has that data now—they get the first bite of the apple," said Mike Sands, co-founder and CEO of location-based services firm Signal.
This shift could hurt retailers that use product search data from Google for bidding and driving site traffic. Wes MacLaggan, senior vice president of marketing at ad management platform Marin Software, cautioned against ignoring Amazon. Marketers need to be aware of how their products are positioned on Amazon and the messaging they use."
Search result placement on Amazon is key. More than two-thirds of product clicks happen on the first page of Amazon's search results, according to Jumpshot, with one-third occurring on the first two rows displayed.