New survey data from e-commerce partner Pattern indicates that consumer electronics, and home and kitchen, are product categories with high growth potential on the Amazon marketplace.
The survey, conducted in May, placed these products second and third respectively in percentage of all respondents who made a purchase from that category through Amazon.
The two categories only trailed books and eBooks, Amazon’s traditional merchandise, in likelihood to purchase in the future.
Almost half (47%) of respondents indicated they would consider purchasing home and kitchen products from Amazon, while 44% said the same for electronics.
Amazon has continued to expand in popularity in Australia since launching locally in December 2017, with Prime memberships up by 50%.
Close to one quarter (24%) of online shoppers reported having a Prime membership, up from 16% in the previous August survey, with more than half of those aged 25 to 29 indicating they either have a Prime account or access someone else’s.
Third party sellers who choose to sell on Amazon have become increasingly well regarded by consumers since last surveyed.
An additional 5% (up to 43%) of respondents felt they were given more choice about how to buy products by brands who listed on Amazon, with an extra 4% (26%) saying they feel they can purchase cheaper than directly from the brand’s website.
Almost one in 10 (9%) thought third party brands listing on Amazon damaged the consumers perception of them, up 1% from previously.
“Retailers and consumer brands in Australia really need to think about whether they can use Amazon as a channel to drive incremental sales,” said Pattern Australia general manager, Merline McGregor.
“Our findings suggest that its customer proposition – particularly fast and free delivery – increasingly resonates with consumers.”
Free delivery was the number one reason for Prime subscriptions among respondents (63%), closely followed by included content and entertainment (58%).
While only 49% of online shoppers completed a purchase through Amazon in the last year, 80% of respondents visited Amazon for some reason, including 100% of those aged 18 to 24.
The most prevalent reason was to compare prices, followed by seeking product information or reviews.
Amazon’s Prime Day ran on 21-22 June where significant savings were available.
More than one in 10 (11%) of respondents with Prime subscribed because of Prime Day and didn’t cancel.
Pattern surveyed 1,000 consumers, with only those who had made a purchase online within the last year included in the data.