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Why Many Internet Users Will Be Shopping via Amazon This Holiday Season

Prime membership is a major driver

July 28, 2016 | Retail & Ecommerce

Though it may be early in the year, some internet users are already thinking about the upcoming holiday season. And many—42.7%—said Amazon is the primary retailer where they plan to purchase holiday gifts, mainly because of the site’s ease of use.

Reasons that US Internet Users Would Choose to Purchase Holiday Gifts via Amazon, June 2016 (% of respondents)

Signal, a cross-channel marketing firm, andShift Communications surveyed 1,495 US internet users who planned to shop for the 2016 holiday season.

In addition to Amazon being easy to use, more than a third of those who planned to shop there said they would choose to do so because they’re an Amazon Prime member. That’s definitely understandable given that members get free two-day shipping—and the oldest, most fundamental perk is still what draws many to the program.

Others said they would shop via Amazon not only because they find it to have the best product selection, but also because they like reading the reviews and recommendations. More than a quarter also said they would choose to purchase their holiday gifts there because it has the best prices.

US Internet Users Who Live in a Household with an Amazon Prime Subscription, Dec 2014-Dec 2016 (millions and % of respondents)

Overall, Amazon Prime subscriptions are growing. Research from Cowen and Company revealed that subscriptions grew from 30.9 million in December 2014 to 40.1 million in October 2015—and have steadily continued to grow each month.

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