The Amazon US site was accessed by 4.6 million adult Australians during October, according to Nielsen Digital Ratings data, placing the retailer behind Woolworths and ahead of Coles in terms of unique audience.
The data was released ahead of the ‘soft launch’ of Amazon’s Australia site, expected this afternoon (November 23).
Nielsen found females were slightly more likely to access the Amazon US site (2.4 million females compared with 2.1 million males) but males were more engaged, spending an average of more than 11 minutes per person, while females spent eight minutes on average.
Desktop was the device of choice for Australians accessing the Amazon US giant site online, accounting for 80 per cent of total time, followed by tablet with 13 per cent and smartphone (seven per cent).
In context, the mass-merchandiser subcategory was accessed by 13.4 million adult Australians during October, where the Amazon US site was ranked second. The top five sites were:
- Woolworths: 6.7 million unique audience.
- Amazon: 4.6 million unique audience.
- Coles: 3.7 million unique audience.
- Kmart: 3.3 million unique audience.
- Kogan: 2.8 million unique audience.
“With the increased behaviour of purchasing goods online and in the lead-up to Christmas, we expect Amazon to have a significant impact on the Australian retail sector,” Nielsen Executive Director Retailer Services Megan Treston said.
