Learning for online retailers: only 22% of searches on Amazon use brand name
Just like Google search optimisation, every online retailer also needs to optimise their product listings to the platform’s algorithms and consumer search behaviours.
These two components are key to help your products list higher in the search results.
Now we have learnt that consumers search for products without brand names 78% of the time. That means, they are searching for “running shoes women” or “tennis shoes for men” rather than asking, specifically, for Nike, Adidas, or Puma, according to Marketplace Pulse’s new report.
However, 74% of the top 10,000 and 68% of the top 1,000 search terms did include brand name.
The way you can take this learning is to understand the popularity and consumer involvement of your brand and products. The Apple brand for example, is used most of the times when searching for its products because when people are paying a larger amount of money, they are looking for quality and authenticity.
We have previously learnt that Gen Zs are very value driven and thrifty when it comes to purchases. They are looking for non-branded items that are cheaper, and most often equally good in quality. This could be a pattern of them increasingly forming a large majority of the consumers.
