Amazon Prime members use the app to make purchases and they do it often. Branding Brand explored results from its survey of 1,000 Amazon shoppers to understand more about Prime membership loyalty, and how retailers can target these shoppers
App Users are Loyal
Prime vs. Pricing
The convenience of having a membership is the leading reason 51% of Amazon Prime shoppers buy on Amazon (compared to 31% of all Amazon shoppers). This group cares significantly less about cost, with 18% saying they buy on Amazon for lower prices. However, Prime shoppers said lower prices and free two-day shipping makes them want to shop other retailers.
While Prime members are literally bought-in for the convenience of Amazon’s loyalty program, retailers don’t have to set a price for customers to come back. Having the app increases loyalty and buying frequency, but only one-in-three retailers has one.
That’s not to say retailers that build an app will have shoppers flocking right away. A thoughtful digital strategy comes first.
An app that helps solve a pain point for shoppers could easily become a lifestyle fit. For more about these pain points and how retailers can address each step of the buying journey, check out the recap below from Branding Brand’s latest webinar featuring Forrester's Brendan Witcher.