Differences in Shopping Behavior Between Amazon App and Web Users

This report analyzes the distinct shopping behaviors of Amazon app users compared to web users, particularly in the context of the 2024 holiday season. It highlights the significant differences in engagement levels, purchase likelihood, and category preferences between the two groups. The analysis reveals that app users exhibit higher engagement, with more frequent visits and sessions, especially during major promotional events like Prime Day. In terms of purchasing activity, app users show a higher overall purchase rate, although web users are more likely to make purchases during Prime Day. The report also discusses category preferences, noting that app users tend to favor categories such as Toys & Games and Grocery & Gourmet Food, while web users gravitate towards practical categories like Books and Tools & Home Improvement. The findings provide strategic insights for advertisers, sellers, and retailers to optimize their approaches for engaging with Amazon's diverse shopper base during peak shopping periods.