Amazon.ae is the brand which achieved the largest rise in its Ad Awareness in the UAE during May.
The uplift coincides with Amazon and Souq announcing the launch of Amazon.ae at the beginning of the month.
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 has also been introduced, as well as international and local payment options to enhance the customer’s 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 or heard an advert broadcast by a company in the past two weeks) increasing by 14 percentage points, from 17% on the 2nd May to 31% on the 31st.
The launch of Amazon.ae has also seen other BrandIndex metrics rise as well. The Word of Mouth metric (whether someone has talked about the brand with friends and family in the last two weeks) increased by +7.2 points (from 15.7 on the 2nd May to 22.9 on the 31st), while the Buzz score (a net measure of whether consumers have heard anything positive or negative about the brand in the last fortnight) for Amazon.ae has seen a 4.6 point uplift over the same period.
The impact of the rebrand on Consideration and subsequent Purchase Intent remains to be seen and will be continue to be tracked in BrandIndex.