1.
Stella Rising x Digiday
Consumers and Amazon: Analyzing Path to Purchase
Rina Yashayeva, VP Marketplace Strategy

2.
The Agency for Rising Stars
Stella Rising is the leading marketing and media agency for
spirited, high-growth brands and service companies. Through
advanced research, intelligent strategy, and unparalleled Amazon
execution, we connect brands with the consumers who will love
them.

3.
Consumer Obsession at Scale
Understanding What Drives Amazon

4.
Jeff Bezos, on Amazon’s top principles for success:
“
The first and by far the most important one is customer obsession as
opposed to competitor obsession…I have seen over and over again
companies talk about being customer focused, but really when I pay
close attention to them I believe they are competitor focused, and it’s a
completely different mentality.
FULL FOCUS: CONSUMER
Source: Business Insider

5.
While nearly half of consumers
start digital shopping searches
on Amazon, that number is
exceptionally high for Prime
members. Of those consumers
who use Prime at least weekly,
eight in 10 start their digital
shopping searches on
Amazon.
WHERE THEY
START:
CONSUMERS
ON AMAZON
Source: eMarketer January 2020, Mintel , The State of the
eCommerce Industry– US – January 2019
Where Do US Internet Users Typically Start When Digitally Shopping
for a Product?
% of respondents, June 2019
49%
22%
13%
16% I rarely or never digitally shop
Note: n=4,969 ages 13+
Source: CivicScience as cited in company blog, Oct 17,2019; eMarketer 251136
Amazon
Google
Other
The consumer focus has driven:
122M
U.S. Prime customers
(49% of the population)
$1.4K
(average spend for Amazon Prime
users annually, vs $625 non-Prime)

6.
Speaking with the Consumer
Stella Rising proprietary research community

7.
• Proprietary research community
• 25,000 women
• Insightful source of first party qualitative insights
• Brand new research into how women are shopping for
beauty on Amazon
Demographics
Parental Status:
32% Have no kids
68% are parents
Ages:
4% 18-24
33% 25-34
54% 35-54
19% 55+
Marital Status:
71% Living with or
married to a significant
other
26% Single
3% other or prefer not
to answer

8.
Where does she learn about
new beauty products?

9.
BEAUTY DISCOVERY IS HAPPENING ONLINE
Source: Glimmer Survey 2019
Social Media Online ReviewsFamily/friends
(in-person or
social)
Blogs and
influencers
Email from a
store
61%
35%
56%
33%
28%
Online is a trusted destination for beauty

10.
of women prefer to stick to what
they know when it comes to buying
beauty
Source: Glimmer Survey 2019
SHE LIKES TO DISCOVER
66% of women express willingness or open
excitement toward trying new beauty
products
9%
only

11.
HER BEAUTY RESEARCH STARTS WITH AMAZON
When researching
beauty products
online, where does she
look?
Source: Glimmer Survey 2019
When women are doing beauty
research online, they list Amazon
as the #1 source, surpassing store
websites, brand websites, and social
media.
Amazon
Brand websites
Store websites
(i.e. Sephora.com)
Brand-sponsored social
media accounts
58%
56%
52%
52%

12.
Where is the beauty customer shopping in-store?

13.
UNDERSTANDING IN-STORE
Of the physical stores where consumers purchase beauty products:
82%
81%
68%
63%
65%
58%
64%
57%
2019 2018
Source: Glimmer Survey 2019 & 2018

14.
OMNI-CHANNEL BEAUTY SHOPPERS
Source: Glimmer Survey 2019
83%
of beauty shoppers
are omnichannel
Why do you tend to shop for beauty products at this store
most often?
BEST PRICES ON PRODUCTS
• Walmart • Target • Dollar Stores • Drugstores
PRODUCT SAMPLING & TESTING
• Ulta Beauty • Sephora • Department Stores
Where else is she shopping in store?
1. Drugstores
2. Department Stores
3. Dollar Stores

15.
Where is the beauty customer shopping online?

16.
A HIGH (AND RISING) MAJORITY
SHOPS ON AMAZON
Of the websites where consumers purchase beauty products:
2019 2018
75%
71%
57%
54%
56%
54%
49%
47%
41%
36%
41%
35%
DTC
Source: Glimmer Survey 2019 & 2018

17.
What are the top reasons that beauty shoppers
Purchase on Amazon?

18.
COVENIENCE ABOVE ALL
For the Amazon respondents, when asked why they shop for their
beauty products online as opposed to a physical store:
SHIP IT, PLEASE
When asked, why do you buy beauty products at Amazon
rather than another site?
54%(Convenience) –
“I can shop any time of day/night
37%
I can find a wider variety online
45%
Better prices online
46%
fast shipping
45%
Inexpensive / free
shipping
31%
Can shop for
other things, too
OTHER REASONS
Best product pictures and videos:
7%
I can use the “Buy Now”
option/one-click ordering: 9%
I can look at “store” pages for
each brand on the site: 9%
WHY AMAZON?
Source: Glimmer Survey 2019

19.
How are consumers
searching for their beauty products on Amazon?

20.
GETTING SPECIFIC FROM THE START
Ready, Set, Search: How do they find their beauty products on Amazon?
58% Go to Amazon and search specifically for their brand of beauty products
54% Go to Amazon and search for the category
27% See brand on social media and then go to Amazon
26% Use the navigation bar and scroll
18% Go to my brand’s “store” page and browse
of customers shop Amazon through Search
Source: Glimmer Survey 2019
72%

21.
&
READY, SET,
SEARCH
essential oils mascara blackhead remover diffusers for essential
oils teeth whitening face mask lip balm gel nail polish oil
diffuser essential oil diffuser scrunchies for hair beard trimmer
curling iron shampoo and conditioner jade roller waterpik
makeup brushes makeup bag makeup brush set shampoo bath
bombs dry shampoo electric toothbrush concealer hair clips
wigs cerave body wash tweezers eye cream eyeshadow palette
lavender essential oil nail clippers tea tree oil sunscreen lace
front wigs nose hair trimmer toothpaste mario badescu waxing
kit toner vitamin c serum diffuser scrunchies flat iron eyelashes
chapstick beauty blender derma roller hair straightener hair ties
wet brush castor oil bare minerals witch hazel perfumes for
women cetaphil nail polish beard oil blow dryer makeup jojoba
oil aloe vera gel hair dryers hair dryer lipstick pore vacuum
purple shampoo the ordinary lip gloss bb cream moroccan oil
hair brush human hair wigs hair extensions korean skin care
argan oil eyebrow pencil foot peel it cosmetics mouthwash
dove
21

22.
Which type of information is helpful when
researching beauty products?

23.
NEXT STEPS
When you find a product you’re interested in,
what is your next step?
Source: Glimmer Community Survey 2019
Content is King for
Influencing
Purchase on
Amazon
Consumers are Paying
More Attention to content
of all kinds: reviews,
images, ingredients, labels
Read product reviews
Read product descriptions
Look at product pictures
Read the ingredient list
78%
63%
50%
40%
40%
49%
62%
78%
2019 2018

24.
Are there additional purchase considerations on Amazon?

25.
PAYING ATTENTION ON AMAZON
There are certain products
I will not buy on Amazon:
Source: Glimmer Community Survey 2019
How much do you agree or disagree with the
following?
I pay attention to who fulfills
my order on Amazon:
I always get the lowest
price on Amazon:
Strongly Agree 32%
Agree 4%
Neutral 23%
Disagree 14%
Strongly Disagree 15%
Strongly Agree 42%
Agree 20%
Neutral 19%
Disagree 10%
Strongly Disagree 9%
Strongly Agree 26%
Agree 29%
Neutral 33%
Disagree 7%
Strongly Disagree 4%

26.
______________
RESEARCH SUMMARY
• This second year of our research study cemented the role of Amazon and
digital in beauty for her discovery and conversion
• The majority of beauty shopping happens in-store, but when it comes to E-
Commerce, Amazon increasingly wins
• Convenience and fast-shipping will be major motivators for todays’
beauty consumer now and on the go-forward

27.
Thank You

28.
RINA
YASHAYEVA
VP, Marketplace Strategy
212-614-2622
ryashayeva@stellarising.com
www.stellarising.com