Amazon shares closed higher Tuesday and are poised to open in the green Wednesday, as fresh research shows that its Echo products are helping to boost sales. A survey found that Echo owners who use it to make online purchases spend more on Amazon than other regular Amazon shoppers.
Amazon shares ended the US Tuesday trading session 1.87% higher at $1,696.35. The stock is also higher in pre-market trading.
Amazon Echo boosts customer spending
The research conducted by InfoScout and Alpine.AI showed that while not all Echo owners regularly used the device to make online purchases, of those that did, they spent, on average 29% more than other regular Amazon customers.
Other details the survey and analysis uncovered were that:
- Making online purchases with an Echo device was most popular with those aged between 45-54.
- While the items purchased were slightly smaller, or less expensive, the frequency with which purchases are made by Echo purchasers, more made up for that change.
- Pet food and treats are the most popular Echo purchases, closely followed by baking and cooking and shaving and grooming related items.
Voice shopping seen growing further
These findings which are no doubt great news for Amazon, suggest that the trend for online shopping using voice-controlled assistants, is a clear growth one.
“To be clear, voice commerce is not 20%+ of digital commerce for brands and retailers… yet. But, a path-to-purchase where consumers are using smart assistants to make commerce decisions is here,” said Adam Marchick, CEO of Alpine.AI.
“We can expect the trend of voice purchasing to continue up and to the right. Google understands the importance of streamlining the voice-enabled path-to-purchase, similar to what Amazon is doing, and elegant user experiences will emerge on both platforms. That’s 450 million devices today, going to over one billion by the end of this year,” Marchick added.