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Good news for Prime Day: Most US online shoppers start product searches on Amazon

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: Some 57% of US consumers started their online shopping searches on Amazon as of Q2 2023, according to Jungle Scout. That’s more than those who started on a search engine (42%), the Walmart website (39%), or TikTok (17%).

Beyond the chart:

  • Amazon’s popularity is also apparent in a June CivicScience study, which found 49% of US adults started their product searches on Amazon.
  • “[Prime Day is] very competitive for the sellers. They’re fighting for visibility, and the best way to guarantee visibility is to ramp up your ad spend,” said our principal analyst Andrew Lipsman.

Use this chart:

  • Budget Amazon retail media ad spend.
  • Explore the most useful channels outside of Amazon.

More like this:

More Chart of the Day:

Methodology: Data is from the June 2023 Jungle Scout "Consumer Trends Report: Q2 2023." 1,000 US adults ages 18+ were surveyed online during May 8-9, 2023.