E-Commerce Retailers - Amazon: Nocturnal Shopping
After an extensive search through industry-related websites, press sources, company annual reports, statistical databases, and relevant surveys and reports, we were unable to definitively determine the peak times for Amazon online purchases, nor could we determine when nocturnal shopping peaks during the month or what types of items are usually purchased at that hour. We were able to determine that the evening hours appear to be the most common time shoppers visit Amazon and that most of them are doing so on a desktop or laptop computer.
Amazon Peak Shopping Times
- Based on a search for Amazon on Google Trends over the past week, peak search times are between 7:00pm and 10:00pm with some additional spikes at 9:00am and 10:00am. A search of the past month does not show specific times of day.
- Based on data gathered for online shopping trends, the Google Trends data for Amazon appears to be in line with most online shopping, which peaks in the evening, around 8:00pm.
- Though a bit dated, a 2016 article noted that Amazon sends out promotional emails between midnight and 5:00am to reach late-night shoppers.
Products Bought During Nocturnal Shopping
- Late-night shopping on Amazon is sometimes tied with inebriated shopping, and items purchased range from "candy to cat clothing," but clothing tops the list at 66% of drunk purchases.
- According to a survey conducted by the Hustle, Amazon is the platform of choice for drunk shopping.
- While not specific to Amazon, top late-night shopping purchases include clothing and shoes (48.8%), electronics (33%), books (29.7%), food or groceries (19.1%), toys and kids' items (18.1%), home and garden (14.6%), and sports or outdoors items (13.4%). Since Amazon dominates the online shopping market, with 74% of online shoppers beginning their search at Amazon, it is likely that these products are also the top late-night purchases at Amazon.
Devices used for purchases
- Some 67% of Amazon shoppers prefer using a computer (desktop or laptop) to make purchases, while 24% prefer to use a mobile device.
- According to Adweek, 25% of voice assistant owners "have used smart speakers for one-time delivery purchases," while another 21 percent have used them to reorder an item.
- About 2% of Amazon Echo owners have purchased an item using Alexa, but 90% of them try it once and never again.
We began by searching for statistics on Amazon shopping habits that might illuminate patterns related to peak times, but the statistics we encountered focused on shopping volume or general consumer habits for online shopping, rather than the peak times of day.
Then we looked at Amazon's most recent annual report to see if it offered relevant data. It offered only high-level data on peak shopping periods but nothing as granular as time of day.
We also looked for consumer polls or surveys, conducted by Amazon or consumer organizations, about shopping habits. We encountered the 2019 Amazon Consumer Behavior Report, but it is only accessible via registration, and it is unclear from the overview if the data gets granular enough to be useful. Globe Newswire offers some highlights from the report, but they do not include information on peak times.
In an effort to assess peak times, we also searched for Amazon on Google Trends, looking at the past week and month to look for time trends. While we were able to garner some results related to search times, these results do not necessarily correlate with purchases made.