Amazon is looking at the shopping behavior of Prime viewers

Forget about the second screen; The Grand Tour, an Amazon Prime Original series following the adventures of three former auto journalists, is inspiring fans of the show to get off of their couches.

Amazon compared the purchase behavior between 100,000 Grand Tour viewers  and 100,000 non-Grand Tour viewers and found that show watchers are more likely to pursue extreme outdoor hobbies and live in areas like Washington and Colorado, states known for outdoor recreation.

Viewers also spent 24% more in Amazon’s Sports & Outdoor store than non-Grand Tour viewers, and purchased brands like GoPro, Black Diamond, Osprey, Patagonia and Thule. Show viewers spent more on cycling gear (53%), rock climbing gear (45%) and skiing and snowboarding gear (44%) than non show viewers.

When it comes to car-purchasing behavior, viewers are more likely to drive compact cars than family cars; the Subaru Impreza was the top car model that was more likely to be purchased by a show viewer compared to a non show viewer.

While Amazon does not sell advertising around its shows, one could imagine how the ad sales team can leverage proprietary Prime viewing data as part of its growing display and search business. As many analysts have noted, Amazon has the largest treasure trove of data (more than Facebook and Google) because it truly understands shopper behavior.

Adam Flomenbaum

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