Following Souq’s rebrand as Amazon.ae, the brand achieves the highest uplift in Ad Awareness in May
Amazon.ae has achieved the largest rise in its Ad Awareness in the UAE in the month of May. The uplift coincides with Amazon and Souq announcing the launch of Amazon.ae at the beginning of May.
In 2017 Amazon acquired the online marketplace Souq and now the e-Commerce giant is growing the Amazon name in the Middle East with the rebrand: Souq is now Amazon.
The current digital adverts focus on informing consumers of the new website “Your SOUQ is now Amazon.ae”, as well as highlighting the brand’s offerings such as wide selections and guarantees. Arabic language, as well as international and local payment options, have also been introduced to enhance the customer’s overall shopping experience.
YouGov BrandIndex data shows that the launch campaign for Amazon.ae is certainly having the desired effect in terms of cut-through, with the brand’s Ad Awareness score (whether someone has seen an advert for the brand in the past few weeks) increasing by +13.9 points, from 17.1 on the 2nd May to 31.0 on the 31st.
The launch of Amazon.ae has also seen other Brand Index metrics rise as well. The Word of Mouth metric has increased by +7.2 points (from 15.7 on the 2nd May to 22.9 on the 31st), while Buzz for Amazon.ae has seen a 4.6 point uplift over the same time period.
The impact of the rebrand on Consideration and subsequent Purchase Intent remains to be seen and will continue to be tracked in BrandIndex.