The report was based on data from 75 million consumers who conducted at least one search on Amazon in September 2014.
The analysis found that, on average, 35% of consumers click on the first product, regardless of whether the search is their first one on the site or a subsequent search. The second result on a page receives 17% of clicks, on average, and the third garners 12%.
The tenth product listed—which still typically appears on the first page of an Amazon desktop search results page—receives just 3.5% of clicks, on average. In other words, searchers are ten times more likely to click on items listed first than items listed tenth.