New Report Shows Just How Significant Amazon's Reach in Ecommerce Is

80% of consumers check reviews and prices there first

Surprise, surprise—another ecommerce industry report with more signs of just how much Amazon is setting trends.

The Future Shopper Report from Salmon, a Wunderman Commerce company, surveyed 3,516 U.S. and U.K. consumers who bought something online in the past month to see how they felt about Amazon, digital retail innovations and voice commerce. The report reaffirms how much of a disruption Amazon’s creating in the marketplace—even if it’s not the ultimate final-purchase destination for consumers.

Amazon rules everything around the consumer

Amazon isn’t just a shopping destination; it’s also a comparison tool for consumers, as 80 percent of people surveyed said they check Amazon reviews and prices, even if they’re looking at other sites or shopping in-store.

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