How many unique people write reviews on Amazon every month?
Amazon- Karan Trivedi
Define the scope:
When you say unique people, we are not accounting for the # of unique reviews. We just want # of unique people who write reviews and there could me multiple reviews written by a single person for which it will be counted of as 1 unique user only.
Region: USA
Are we considering only direct consumers? Or B2B users as well?
Lets limit it to direct consumers for this discussion.
Formula:
If we find out the # of unique users who order per month, classify them into orders with low value, mid value, high value and orders with faults/damages and % of whom write a review, we could get # of unique users who write reviews per month.
Let’s assume:
For Low value orders (say < $20) – 1 / 100 users write reviews
For Mid value orders ($20 – $100) – 5 / 100 users write reviews
For High value orders (>$100) – 10 / 100 users write reviews
For damaged orders – 30/100 users write reviews
Now, US population = 300M (Thinking to be a skewed population divide with life expectancy of 0 – 80, per age group there should be approx 3.75 M people)
| User Groups | % users having Amazon accounts | % users ordering once per month | % Low value orders | % Mid value orders | % High value orders | % Damaged Orders | # of Users |
| Students (18-24 yrs i.e. 22.5 M) | 70% | 60% (9.45 M) | 60% | 35% | 5% | 1% | = 9.45*60%*(1/100) + 9.45*35%*(5/100) + 9.45*5%(10/100) + 9.45*1%*(30/100) = 0.3 M |
| Adults (Working) (24 – 40) 50% Not married = 60 M | 80% | 80% | 50% | 30% | 10% | 1% | 1.27 M |
| Adults (Married) (24 – 40) 60 M |
90% | 1 account per married couple. So 90%/2 | 30% | 40% | 30% | 1% | 1.36 M |
| Others 150 M |
25 % | 50% | 30% | 50% | 20% | 1% | 0.96 M |
Hence, the total unique people who write reviews on Amazon per month are 0.3M +1.27M + 1.36M + 0.96M = 3.89 M users