Amazon vs. search: Why you shouldn’t put too many eggs in one shopping basket

No matter where they’re located or what market they serve, retailers around the globe have questions about how consumers use search and Amazon. At Bing (my employer), we’ve found that retailers — regardless of size — ask us about the same three things: Where do consumers look for products online? How do users behave differently on search vs. Amazon? Can my search and Amazon channels benefit each other? The answers are likely to surprise you. The consumer decision journey looks incredibly complicated to us marketers with its interweaving between research, comparison, intent and transaction, but it feels far less complicated from the consumer point of view. As consumers, we follow certain behavior patterns almost subconsciously: If we have questions around what it is we need, or want more information before we make a selection, then it’s natural to turn to search. If we know what we’re looking to buy, often we have a predefined preference for which retailer website to begin looking for it. For many customers, Search Engine Land Source

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