Amazon.ae has achieved a significant rise in its Ad Awareness across the UAE in May.
The rise comes along with Amazon and Souq announcement of launching Amazon.ae at the beginning of May, according to Amazon.ae’s statement on Monday.
Earlier in 2017, Amazon acquired the online marketplace Souq, rebranding it as Amazon, and now the e-Commerce giant is growing the Amazon name in the Middle East with the rebrand “Souq is now Amazon”.
The company noted that the current digital adverts focus on informing consumers of the new website “Your SOUQ is now Amazon.ae”, in addition to highlighting the brand’s offerings such as wide selections and guarantees.
“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 company said.
The company added that the impact of the rebrand on Consideration and subsequent Purchase Intent remains to be seen and will be continue to be tracked in BrandIndex.