SAN DIEGO: A combined total of 90% of Amazon shoppers either don’t notice ads on the e-commerce site or find them useful and relevant, according to a new study which describes the outcome as native advertising in “its best form”.

Delving deeper into the headline statistic, around two-thirds (65%) of Amazon customers say they rarely notice ads, a quarter (25.4%) find them useful and relevant, while just 9.5% say they don’t trust ads on Amazon.

“If 65% of your customers don’t notice you’re serving them an ad and another 25% of your customers actually like the ads you’re serving up – that’s a winning scenario,” concluded CPC Strategy, a retail-focused digital marketing agency, in its 2018 Amazon Shopping Behavior Study.

“There are very few advertising channels where that’s the case. Amazon has been improving their native advertising experience for shoppers, and it’s clearly paying off,” added Rick Backus, CEO and co-founder of CPC Strategy.

For its study, CPC Strategy commissioned research firm Survata to conduct an online poll of 1,500 adults aged 18 to 65 about how they interact with the online retailer.

In addition to finding out how Amazon shoppers respond to ads, the survey revealed that 80% of respondents say they are open to “occasionally” or “frequently” trying new products or brands on Amazon. That represents a huge increase from about half of Amazon shoppers in 2017.

But, although they are far more willing to try new items, Amazon shoppers remain keenly aware of price comparisons because three-quarters (74.8%) of them still check Amazon prices against other sites.

This is not because they don’t trust Amazon’s prices, the report said – it’s just a sign that Amazon shoppers are “simply very price-conscious”.

The survey also revealed a rise in the number of people who use voice-activated devices to make purchases.

It emerged that 14.2% of respondents made a purchase via a voice-enabled device in the last six months, while 61.3% of these device-owners have an Amazon Echo or Dot.

“We expected that some Amazon shoppers owned Amazon’s voice-enabled devices and had made purchases using Alexa, but we weren’t prepared to see numbers like this so early into the game,” said Nii Ahene, COO and co-founder of CPC Strategy.

“The battle for ultimate marketplace dominance isn’t over, but Amazon is off to an early lead,” he added.

Sourced from CPC Strategy; additional content by WARC staff