Article

Lisa Luu
Lisa Luu 9 January 2019

Looking back at Amazon’s Black Friday success – the numbers behind the dominance

Amazon has become its very own search engine, which marks a fundamental shift in the way people now shop. According to our 2018 Black Friday research, the retail industry saw a 3% decline in web visits compared to last year. Visits to Amazon, however, were up 3%, reaching a total of 49.98 million – over a quarter of the entire industry in fact.

Amazon also processed 4.22 million transactions on Black Friday, a rise of 9% year-on-year.

Searches starting on Amazon were key to this rise, with the volume of search sessions increasing by 24% on Black Friday. This indicates that less people typed a product search into Google or Bing, and then found their way onto Amazon. They started there. And they stayed there.

Internal searches on Amazon for 2018’s top products skyrocketed on Black Friday – “PS4” searches were up 167% on last year, those for “Laptop” by 343%, and the “Echo Dot” by a massive 1191%.

Hitwise data shows that more shoppers are ditching traditional notions of browsing. With so much choice and so many offers available to consumers, Amazon’s ability to attract buyers directly onto its site is crucial to the retailer’s growth, its market share, and changing the habits of shoppers at the checkout.

Amazon is also doing better at converting visitors into buyers each year. Amazon’s conversion rate was 8.44% on Black Friday (the number of visits that led to a purchase), which was double the average of the next 20 top retailers. Amazon’s conversions on actual people visiting the site was also 19%, meaning people quickly found what they were looking for and then acted upon it.

Over the two weeks leading up to and including Black Friday, Amazon saw a total of 3.48 million exclusive buyers on its site. Hitwise found that there were 1.26 million individual buyers on Black Friday alone. That means consumers did not purchase on the other top seven retailers – not eBay nor John Lewis, for instance. Compare this figure to 2017, and it’s up by 4%.

Online retail has slowed down – visits were down by 2% in November 2018 with Black Friday – but Amazon is still finding ways to grow. Data shows that the ecommerce giant has now become its own search engine. It is getting more effective at keeping people on the site, and converting them at double the industry average. Amazon is taking more share of the consumer’s online journey, and we are seeing brands react to this. More spend and efforts are now being dedicated to Amazon, optimising how a brand’s products are getting featured on the platform.

Only time will tell if Amazon can continue the momentum throughout 2019 but history suggests the giant will continue to make strides in retail.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
How to Encourage Customers to Post Photos about Your Brand

How to Encourage Customers to Post Photos about Your Brand

Visuals impact buyer behavior – there’s no doubt about it. But not just any visuals will have the impact you planned on your eCommerce marketing strategy. If the only images your customers see in relation to...

Luisana Cartay
Luisana Cartay 8 June 2016
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more