Amazon Spain: 90% of Consumers Compare Prices Before Buying
An Amazon Spain consumer study found that 90% of consumers compare prices before buying, increasing price transparency and competitive pressure for similar products.
What are the key facts?
- 1Spanish consumers commonly compare prices before buying
- 2Consumers view approximately three online stores on average
- 3Around 80% of consumers are more focused on prices than a year earlier
- 4Amazon will compare prices for more than one million products
What happened?
Amazon Spain published a consumer study on October 20, 2026. The study found that 90% of Spanish consumers compare prices before purchasing, with 60% doing so often or almost always. Consumers check approximately three online stores on average, and a single comparison may take an additional five to 20 minutes; around 80% said they are more focused on prices than they were a year earlier. The study also said that price and product quality are the most important purchasing factors, respectively. By category, the price-comparison rate reached 45% for fashion and technology products, 43% for food and grocery products, 32% for home appliances, and 28% for personal care. The study does not directly change Amazon’s platform fees, but it may affect pricing, coupons, promotions, and advertising strategies for Chinese sellers, brand sellers, and assortment-based sellers on Amazon.es. For similar products, a lack of price competitiveness may put conversion rates and organic rankings under pressure. Amazon also said it will compare prices for more than one million products and highlight competitive offers.
What does this mean for cross-border sellers?
Price comparison is widespread among Amazon.es consumers: 90% compare prices before buying, and around 80% are more price-conscious than a year ago. Sellers need to manage actual margins after list prices, coupons, promotions, and advertising costs, particularly to prevent similar products with uncompetitive pricing from losing conversion and organic-ranking performance.
What should sellers do now?
- 1This week, screen Amazon.es listings in fashion, technology, food and grocery, home appliances, and personal care. Record current prices, coupons, promotions, and advertising costs, and use a profit calculator to produce an actual-profit table for each product.Profit calculator
- 2Create a minimum acceptable price list for similar products on Amazon.es. Taking into account that consumers view approximately three online stores on average, check each price and promotional discount and complete an actionable pricing-range table.Breakeven calculator
- 3This week, review titles, selling points, and product-quality information for priority listings. Prioritize products with weak price competitiveness and pressured conversion, complete one round of image, copy, and keyword optimization, and retain the before-and-after versions.Listing Optimizer