How Amazon Dominates the Competitive Search Landscape

This report examines Amazon's search performance in established markets (US/UK). With unique competitive intelligence insights, the report also explores how Amazon will focus investment in the channel to drive growth as they expand into the AU region (Q4, 2017).

Featured in this report:

  • What is Amazon's share of adspend in US/UK markets? How much clickshare does this win them?
  • What are the three key factors which contribute to Amazon's dominant search performance?
  • What is Amazon's search endgame? How much of an advantage does brand awareness and loyalty give them in established markets?
  • How will the retail landscape change now Amazon have entered the Australian market?
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Our research, which incorporated 370,000 US consumer electronics ads, from 180 competitors between Oct-Nov 2017, found that whilst Amazon's share of desktop adspend was just 15.35%, this gave them 49.65% of the category clickshare.

This analysis of major verticals in consumer electronics, and department store retail categories in the US and UK, suggests that Amazon's paid search adspend is the driving force behind the e-commerce giant's continued market growth, with the scale and impact of their paid search investments eclipsing that of even their closest rivals.

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