Survey: 42% of US online shoppers will use Amazon.com as primary holiday shopping destination

It’s no secret that Americans do a lot of holiday shopping on Amazon.com, but new data put a number on just how popular the ecommerce giant is among US consumers.

According to a new survey from cross-channel marketing platform Signal, about 42 percent of US online shoppers will make Amazon.com their primary holiday gift destination in 2016. Forty percent specifically said Amazon won’t be their main holiday shopping site, while about 16 percent answered “I don’t know” — that’s almost an additional one-fifth of shoppers that could use Amazon.com above all other ecommerce sites this holiday season.

Signal says US consumers have three main reasons why they prefer Amazon over other ecommerce sites: 50 percent said shopping at Amazon is easy; 36 percent prefer Amazon because they’re Prime members; and 29 percent said they like Amazon’s product reviews and recommendations. Further down the list were Amazon’s prices and selection.

The survey took place online on June 9-10, 2016, and had 1,500 responses.

Prime has become a key revenue driver for Amazon. The company has shied away from revealing an exact number of subscribers, but CEO Jeff Bezos recently told Amazon shareholders that it’s in the “tens of millions.” That number should get a boost this holiday season, now that Amazon is offering monthly Prime memberships. Amazon has confirmed plans to do another Prime Day this year, but hasn’t announced when it’ll happen. Last year’s Prime Day happened in mid-July and, despite complaints about the products available, the company called it a big success.