When Stores Don’t Keep Products In Stock, Customers Turn To Amazon Instead

Consumer buying behavior is shifting online, driven in part by the availability of products in online stores and convenience of Amazon Prime. A new report by retail-industry analysts at IHL Group found that 55% of American households are now Prime members, along with 69% of households than earn over $100,000. According to the report, Prime members behave differently than consumers who don’t have access to the free, two-day shipping that Prime provides. This is especially true for Prime members who can’t find what they want in a brick-and-mortar store. IHL’s research suggests Prime members approach buying products differently than non-Prime members. A Prime member will first ask themselves if they need what they’re after in less than two days; if so, they’ll then head to the store. Read more at Quartz.