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Eight in 10 purchase from Amazon at least once a month

December 21, 2016

If you think Amazon is America's favorite mall, the data backs you up. Eight in 10 US Amazon shoppers purchase something from the ecommerce giant at least once a month, November 2016 research shows.

Frequency with Which US Amazon Buyers Make a Purchase via Amazon, Nov 2016 (% of respondents)

Omnichannel technology solutions provider Radial and strategy communication company Finn Partners polled 1,000 US Amazon buyers who made a purchase from Amazon at least once a year. Most respondents said they shop via Amazon regularly. In fact, just 1% said they only shop there once a year.

More than half of US Amazon buyers who responded said they purchase something from Amazon a few times a month and nearly a quarter said they do so once a month.

The common wisdom is that Amazon buyers prefer it because of its vast product selection and prices. The Radial data verifies that—38% of respondents said one of primary reasons they shop there is because of product selection, and 29% said it was because of prices. Fast delivery, cost-effective shipping options and customer experience were other reasons mentioned.

Although most respondents did not credit ratings and reviews as the main reason they shop on Amazon—only 4% said so. Reviews certainly influence their purchasing decisions. Nearly half of Amazon buyers surveyed said product reviews influence their purchase decisions—more than word of mouth, online ads or social media.

Separate data from Trustpilot also found that most consumers rely on reviews when deciding which products to buy. In all, 80.7% said reviews were somewhat or very important to their purchase decisions.

—Maria Minsker

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