2019 Survey: Amazon Grows Shopping Search Market Share to 53%

JollyGoodGifts’s 3rd annual consumer survey reveal Amazon is the shopping origin of choice for an increasing share of consumers. 53.3% of respondents reported starting their shopping searches on Amazon, up from 50.5% in 2018 and 49.7% in 2017. Less than 36% said they start on Google in this year’s survey, while only 11.1% use a different website or app, down from 13.2% in 2017. In sum, Amazon’s dominance in the shopping ecosystem shows no signs of slowing, Google’s share is wobbling sideways, while other websites/apps fight for a smaller piece of the overall pie.

amazon google shopping search market share longitudinal survey

Other findings from our survey:

  • We found a statistically significant difference in shopping destination preference by gender. Women are 10 percentage points more likely to start with Amazon than men.
  • Respondents between the ages of 25 and 44 (Millennials and younger Gen Xers) were statistically more likely to choose Amazon first than their younger 18-24 and older 45+ year old counterparts. As with past surveys, 18-24 year-old respondents had the highest affinity for Google of all age groups (43%), possibility reflecting life stage-related shopping pattern differences.
  • Segmenting by regions of the US, Amazon indexes highest in the South and West


We surveyed 1,500 online consumers in 2017, 2018 and 2019 respectively (4,500 total) in the late spring/early summer. We used Google Consumer Surveys, which adjusts results to normalize for regional, age and gender among the responses.

About us

JollyGoodGifts is an editorial gift recommendation service. We survey the market to identify top gift ideas for holidays, occupations, hobbies, special interests and more.

For more details, please contact us.

-The JollyGoodGifts research team