Various pieces of research have illustrated the extent to which search rankings affect click-through rates, with a recent study from Marin Software demonstrating that the top result garners at least 30% of clicks across devices. But what about product searches on Amazon? A new analysis from Compete takes a look, noting that Amazon represented an impressive 22% of consumers’ desktop visits to any online retailer in September. (Last year, a study from Compete and GroupM Next found that when consumers visited a retail site online during the path to an electronics purchase, 1 in 3 went to Amazon.)
[Tweet “There is only a 19.7% chance that Amazon.com shoppers would view the second page of search results.”]
Those are compelling statistics which lead the analysts to note in the latest study that “for manufacturers of toys, diapers, groceries, auto parts, and everything in between, being on Amazon, and more importantly being seen by consumers on the site, is paramount to ecommerce success.” Read the rest at MarketingCharts.