The Sale Happened on Amazon. The Decision Didn’t.

According to an IZEA study, 63% of weekly Amazon shoppers check social media before buying anything.

If you’re selling on Amazon, that’s no small number.

Think about how people actually shop: Someone scrolls past a product on Instagram, watches a quick demo, reads a few comments, and forgets about it. A few days later, they open Amazon, search the brand, and buy it.

Amazon gets the revenue. The Insta post gets a view.

Amazon’s attribution tools try to track this, but they rely on link clicks. They completely miss the person who sees your post, keeps scrolling, and just searches for you on Amazon later.

Does every social post quietly drive sales? Of course not. Some flop, and some take weeks to pay off.

But the main thing to remember is that where someone buys isn’t always where they decided to buy. Amazon might cross the finish line, but social is what got you on their radar in the first place.