Branding with Ashita

Why is Amazon replacing Google?

1. In times of information obesity, Amazon is easier to search from as it gives products and brand options that are most suited to one’s needs and search, hence simplifying the search process.
2. Amazon’s algorithm can trace a person’s past searches and post the most relevant search options.
3. The review from other customers helps in the evaluation of various options.
4. Amazon also recommends different sellers for purchase, giving customers a width of possibilities. It also suggests bundling opportunities for the consumer.

Customers today are seeking convenience and superior experiences. Classical models examine individuals’ search and evaluation processes and how they make sense of all the information around them. Though Google may give information on the company and all possible articles written about the category and various brands, it bombards the consumer with more than needed knowledge. The search is more focused on Amazon, thus enhancing customer experience. This makes Amazon a perfect choice for merchants and manufacturers, especially since 46.7% of product searches start with Amazon and 34.6% are initiated by Google.

This shift in consumer behavior is worrying for Google, which clocks almost 73% of search ad revenue share, followed by Amazon at 13%. However, more and more companies are now spending search money on Amazon. Google’s SEO knowledge is confusing and suturing, whereas Amazon’s search algorithm is based on internal factors. Google uses link signals from other sites to evaluate product listings. Other reasons contributing to sellers moving to Amazon include:

1. Well-written keyword title in Amazon related to product name sold whereas Google requires title tag for optimized search.
2. Amazon works like a multi-brand outlet. If you have adequate stock and people prefer your product, it is listed on the first few pages. This is easy to understand for sellers as against complicated Google algorithm, which is dependent on the choice of keywords and money invested by competition.
3. Amazon rewards sellers who perform well, have fewer returns, and sell more by offering them preferential listings. If the product is new, you can spend money on Amazon PPC (pay-per-click) or third-party ads to drive traffic to the Amazon listing.

Google is aware and is trying hard to be not just a search platform but a preferred shopping platform to give tough competition to Amazon. Google is integrating its search, and if someone is searching for a dress on Google, it will now show results with review videos on YouTube, blogs, and other shopping sites. It is taking adequate steps to bring more sellers and products to its platform, making it a convenient marketplace.

It is waiving sales commissions and giving better credit terms to sellers. Also, the recent controversy on Amazon, which uses the shopper’s search data and copies best-selling products to create private label brands, makes sellers skeptical. Amazon products that are imitations of their offerings but sold at a lower cost are worrying as this impacts sales and margins. This angst could be a good opportunity for Google to earn seller loyalty.

However, the consumer is the final decision-maker here. They will initiate their purchase process based on what they find easy, convenient, and helpful. Consumers are looking for more information but get dissuaded when it becomes too huge to manage. They seek to simplify the process of information seeking and evaluation.