Amazon, as an eCommerce Retailer and a Marketplace, managed to capture, satisfy, and convert so many consumers during the pandemic. We recently carried out a survey to explore the branding limitations for retailers operating as a seller within the Amazon platform, as many retailers will now be faced with the dilemma of whether or not competing within the platform is a strategic move.

1. WHAT ARE THE
FOR AMAZON SELLERS?

2. WE RECENTLY CONDUCTED AN
TO EXPLORE THE IMPLICATIONS ASSOCIATED WITH
OPERATING AS A WITHIN THE

3. THERE WERE 35 PARTICIPANTS IN TOTAL
BASED MOSTLY (81%) IN EUROPE

4. Not Very Likely 0% Possibly 33% Very Likely 67%
How likely are you to
continue to use Amazon to
shop for nonfood items, to
the same extent when
COVID shopping restrictions
are completely removed?

5. OF ARE HIGHLY LIKELY TO
CONTINUE USING AMAZON
WHEN COVID-19 RESTRICTIONS LIFT ENTIRELY
OF THE RESPONDENTS WHO ANSWERED
‘HIGHLY LIKELY’ SAY THEY
AND WILL CONTINUE
SHOPPING WITH AMAZON .

6. Ocasionally 34% Frequently 57% Always 9% Never 0%
How often did you
use Amazon prior
to COVID-19?

7. OF TOTAL RESPONDENTS FREQUENTLY
PRIOR TO THE COVID-19
OUTBREAK
• SHOWING THAT HAD ALREADY
FOR MOST
CONSUMERS

8. Yes 60% No. 40%
Can you recall the
product brand name of
the last three items
purchased through
Amazon?
Unable to recall any 46% Recalled 1 brand 20%
Recalled 2 brands 8% Recalled 3 brands 26%
Please provide the
brand name of the
last three items
purchased through
Amazon

9. OF RESPONDENTS
THE BRAND NAME OF
PURCHASED THROUGH
FOR THE LAST ITEM PURCHASED
FOR THE LAST ITEMS PURCHASED
WERE ABLE TO AND LIST THE
OF THE LAST THREE PRODUCTS
PURCHASED THROUGH AMAZON.

10. Yes 11% No 89%
Can you recall from
memory, the name of
the seller who supplied
the last item you
purchased through
Amazon?

11. OF
OF THE
WHO SUPPLIED THE LAST
ITEM THEY

12. Yes 12% No 88%
Have you ever noted the
name of the seller for
future direct purchase or
to leave the platform and
purchase directly through
the sellers’ website?

13. HAVE THE
NAME OF THE FOR FUTURE
DIRECT PURCHASE OR TO LEAVE THE
PLATFORM AND
THROUGH THE SELLERS
WEBSITE

14. Convenience 32% Fast Delivery 29%
Price - Cheaper 14% Other Reasons Selected 25%
For the last item
purchased through
Amazon, why did you
choose Amazon as
opposed to shopping
directly with the brand
or a different platform?

15. & ARE
THE FOR CONSUMERS
CHOOSING TO SHOP THROUGH THE

16. • Overall, the findings from this survey show that before the
pandemic, strong brand
preference and
• However, the survey highlights that
since the COVID-19 outbreak and that the
circumstances brought on by the pandemic have resulted in
changed behaviour and a
environment
• The survey highlights that Amazon is the brand of consumer
choice due to the , and
within the platform.

17. Based on the
offered by the Amazon platform
of the consumer,
and ultimately the brand that is recalled at the
point of repurchase is and not
the brand of the retailer selling through the
marketplace, nor the direct product brand.

18. This of
eCommerce retailers on
ecommerce marketplaces.
It also emphasises the
additional and
external
to the platform.