How Customers Shop on Amazon [Semrush Study]

Semrush studied a year of Amazon clickstream data (from December 2021 through November 2022) to investigate the customer funnel. The study focused on visits to Amazon.com using a browser, meaning it included two purchase methods: clicks to the Buy Now button, and the shopping cart.

According to the study, 14.35% of all site visits result in a purchase.

While it’s possible to convert without ever visiting a product page, it’s unlikely. 92.4% of conversions occurred after a product page visit, even if they used the Buy Now button.

When we look only at transactions from the cart, here’s how it breaks down.

11.94% of all sessions include at least one add-to-cart click—meaning a strong majority never get to this point. But once users click Add to Cart, they have two options:

• 68.05% of carts result in a completed purchase (8.12% of sessions)
• 31.95% of carts are abandoned (3.81% of sessions)

For sellers, this means that, if you convince the customer to click that button, you’ve got a strong chance to convert.

The Path to Conversion: How Users Behave on Amazon.com

The average user makes three searches and visits six product pages before completing a purchase. For comparison, it only takes two searches and four product page visits for the average user to click “add to cart.”

Here’s a more detailed breakdown of typical user behavior:

When we looked at the number of sessions across the entire research period, a few notable trends emerged.

Amazon sessions remain fairly steady...