Alexa, I need batteries!
In voice-based ordering, how many different brands, product sizes, and features are we willing to listen to, ponders Bernstein (…just order me the default one, or the one I always order): “Voice-based ordering provides virtually all the power to retailers.”
When you don't specify a brand, Alexa (Amazon's digital assistant built into devices such as the Amazon Echo, Dot, Tap or Fire TV), will suggest the Amazon Choice option, a special moniker that Amazon designates based on high ratings, positive reviews and customer service, not just sales.
According to Christian Rebernik , CTO at N26:
- Alexa is in 4% of US households
- Siri handles 2bn+ commands a week
- 20% of searches on Android handsets are input by voice
According to Scott Galloway, founder of L2 and clinical professor of marketing at NYU Stern:
- "Every day fewer people put a prefix of a brand name in a Google search and the same is going to happen with voice commands..."
- "Over the past year non branded product searches have increased in every CPG category..."
- "[Scott] Alexa: Buy Batteries... [Alexa] Amazon's choice for batteries is Amazon Basics...."
