Amazon: "Pay to Play" Search

In 2017, one of the key lines you would read, hear or see related to Amazon was how Amazon product searches outnumbered those of Google. Although this has become well known, Jumpshot recently revealed that 90% of pageviews come from the search box:

And within the search results, the first row on the first page of search drives 20% of page views:

The marketplace is becoming increasingly a "pay to play" marketplace where the page views are increasingly being driven from keyword buys:

Bottom Line: Amazon has the lion share of ecommerce growth captive, now it's all about extracting more services revenue from that base. Amazon's shift to "pay to play" is far from over.