Amazon and Bing and categorized users based on search queries. We have filtered for users who conduct retail related searches on a search engine (combination of different categories such as: Autos; Guns; Sports & Recreation; Office Products; Health & Wellness; Beauty & Perfumes; Clothing & Footwear; Jewelry & Watches; Home Furnishings; Kitchen & Housewares) and the calculated exclusivity of those search users who do not visit Amazon. We matched users to the general population based on the comScore panel. Similar distributions of global exclusive users were found over longer time periods (~1.5–2 months).
The results In addition to finding that 27% of our search engine users have not visited Amazon at all, the research then drilled deeper into the 73% of users jewelry photo editing service who used both Amazon and Bing. They found something very interesting. About 80% of users (of that 73%) who search for retail on Bing and also visit Amazon do not search for the same retail category on both sites. This means that Sally could be looking to buy perfume, and when looking for information on a search engine, she could be directed to many different sites and possibly buy
offline. Sally also visited Amazon during this time, but her search might have been for something different, like a toy for a child's birthday. This behavior has been observed in several categories, a few of which are listed in the screenshot below. There are certainly cases where searches continue from search to Amazon or vice versa, but that represents the minority, only around 20-25% of users. The graph below represents the percentage of shopping-oriented users who visit Amazon but do not search in the same category on Amazon: We can see that for categories like Beauty and Fragrance or