Google and Amazon Fight Over Product Searches: Opportunities for E-commerce

As the world came to a halt due to the spread of COVID-19 , Google and Amazon meanwhile accelerated the development of tools in their quest to capture the highest volume of transactional traffic. For years, these two online giants have been improving their digital ecosystems to become benchmarks for the most interesting research in terms of Greece WhatsApp Number List commerce: those which indicate a clear intention to purchase . Google and Amazon product searches and digital ecosystems A recent survey by CivicScience in the United States found that during the coronavirus crisis,

47% of users went to Amazon when they searched for concrete products, while 24% chose Google and 14% opted for others. lanes. The remaining 16% completed the results by declaring that they did not make an online purchase. The degree of user loyalty obviously influenced this choice, the percentage of preference for Amazon climbed to 74% when it came to members of the Prime program. However, Amazon did not achieve this level of visibility on its own : it devised a strategy in which Google’s own network played a crucial role.

A Study Carried Out by the Seo Searchmetrics Tool in the United States

showed its massive presence in all types of Google search results, including Paid Ads and Shopping. In April of this year, the marketplace also announced the reduction of bonuses in its affiliate program in order to reduce costs while continuing to improve the Amazon Advertising system with the release of new ad formats and news. features such as Sponsored Brands Ads editing . For Amazon,now is the time to harness the capacity of its platform to convert traffic into sales.

From Google’s point of view, Amazon’s investment in its advertising products shows that Jeff Bezos’ company continues to use the tools the search engine makes available to capture customers. With more and more channels and touchpoints participating in complex customer journeys, Google has the advantage of covering the rest of the queries with a more informative or comparative intent and even generic product searches. A study by BrandVerity in the United States , for example, showed that 52% of users searching for products in general such as “running shoes” preferred Google over Amazon (37%), which became their first choice when they went.

Were Specific Products. The Search Engine Is Trying to Bridge This Gap

however, and the announcement of the free version of Google Shopping confirms that it is transforming the SERP so that product results matter more. Los usuarios eligen Amazon para la búsqueda de productos concretos y Google para las más generales What to do as a retailer? Faced with this situation, how to take advantage of the tools made available by Amazon and Google to gain more visibility and boost online sales from e-commerce? Here are four key tips: 1. Study the weight of each platform in the digital strategy : our colleague Jérôme Keloghlanian already wondered in his article whether it was profitable for an e-commerce to be present on Amazon .

There is no clear answer to this question, but it is a point that every retailer should analyze. In any case, knowing the path followed by the user to conversion as well as the weight of each channel thanks to an advanced attribution model is a very solid basis to start. 2. Make product information easier to read for Google : this involves adding it to pages following the structured data markup recommended by Google and having optimized product feeds , which will require close collaboration between the SEM teams and SEO because this is an important factor in showing up in organic Shopping results.

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