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Amazon Business Report Out Now

Monday, June 12, 2017  
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Amazon Business accounted for 23% of customers’ total business supplies purchases in 2016 and is set to rise significantly in the next two years, particularly for some sizes of customer organisation.


That’s just one of the findings of Piranha Business: Investigating The Appeal Of Amazon Business, a new research report published this week by specialist OP researchers Martin Wilde Associates (MWA) and OPI.


The c200 page in-depth survey report investigates the behaviour, needs and attitudes of 400 US business customers who had bought any type of business supplies from Amazon Business in the last 12 months. 


The research uncovered some interesting findings about the type of buyer who has chosen to purchase from Amazon Business – and why they have done so. 


Only 24% of Amazon Business customers had never used Amazon before to source business supplies for their organisations, and one of the key findings of the report is the extent to which previous familiarity with the Amazon brand has assisted the successful growth of Amazon Business in the US market.

The report investigates customers’ current usage of Amazon Business across seven major product categories, indicating the other supply channels currently being used by these respondents – and the channels that have lost sales in each category to Amazon Business.


The survey also contains some ‘game changer’ findings, showing how ‘traditional’ customers’ needs are changing rapidly in line with the Amazon model in areas such as the need for representative visits, catalogue usage and speed of delivery. Newer issues, such as how Amazon Business customers search for products and place their orders online – as well as the perceived social impact of using the company – are also investigated.


There are also some surprising results about what customers really think about the company’s exclusive discounts, multi-user account facilities, business analytics and its integration with end-user e-procurement systems.


It also covers other key questions, such as:

  • What are the perceived advantages and disadvantages of buying from Amazon Business?
  • How important is low price to customers and what is their perception of the ongoing competitiveness of Amazon Business’s pricing?
  • What do customers think about the quality of Amazon Business’s customer and after-sales service?
  • How frequently do customers place an order with Amazon Business and what is their average order value?
  • How important is ‘free delivery’ and how often do customers qualify for it?
  • Are customers happy to buy from third party suppliers via Amazon Business and to receive their order in several separate consignments?
  • What are customers’ usage and perceptions of the Amazon Basics brand?
  • Would customers ever go back to using a conventional OP supplier and what would persuade them to do so?

The report is an essential tool for understanding what is happening right now in the business supplies marketplace, where it is going in future and what action needs to be taken by vendors and resellers.


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