Amazon Has Expanded Its Beauty Search Dominance

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Ahead of the holidays, it's important to know that shoppers go to Amazon first.

Amazon already owns beauty search. Now it owns more.

Today, 55% of consumers turn to Amazon first when searching for all categories of products, according to BloomReach research conducted by Survata. The results came from a survey of 2,000 U.S. consumers over Labor Day weekend.

Of note, Amazon increased its search share by 11% since 2015.In addition, about 90% of consumers will check Amazon even if they find a product on another site; 78% noted that this occured frequently or ever time.

"Online shopping is all about relevance and convenience, and comparison shopping has never been easier – especially with mobile growth."

Only 52% of consumers always double-check other retailers against Amazon prices.

"Amazon continues to be the first destination when consumers want to find a product, driven largely by a perceived superior end-to-end experience," said Jason Seeba, BloomReach head of marketing. "Online shopping is all about relevance and convenience, and comparison shopping has never been easier – especially with mobile growth. However, while online retailers increasingly feel the pinch, search engines still play an integral part of an e-commerce strategy. This study highlights that just because consumers start on Amazon, that doesn't mean they ultimately buy from Amazon. Instead, they're often comparing and researching products on search engines and other retailers."

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