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BizReport : Ecommerce archives : September 28, 2011

Report: Amazon UK's top retail brand

Amazon beats homegrown traditional retailers to become the UK's top retail brand, according to a new retail brand report commissioned by comparison shopping site Kelkoo.

by Helen Leggatt

amazon_logo.jpgAmazon, the 25th largest UK retailer by sales, was the only online-only retail brand to appear in the top 10 rankings generated for the European Best Retail Brand report. The brand came out on top of well-known high street brands such as Marks and Spencer, Apple and Argos.

"Consumers are starting to understand that Amazon are in themselves a retailing universe of possible opportunities and offers," said Mark Haupt, UK country manager for Kelkoo

"People are buying more from Amazon and in different quantities and different ranges than they were a few years ago. This has in the minds of consumers placed Amazon in a place where they are genuinely being compared now to high street shops, as well as high street shops' online operations."

Over half (54%) of the 1,500 participants in the study said value for money was the most important attribute they look for. Amazon came top in this category. Offers and deals (17%) and trustworthiness (7%) made up the top three factors that persuaded consumers to shop with a retail brand.

"The appearance of an internet-only brand in the top ten may seem like a surprising curve ball," said Chris Simpson, Kelkoo CMO. "However, to put this into context, the online retail sector is expected to grow by 14% this year, ten times more than the high street at 1.4% so it makes sense for such an established and successful online retailer to feature highly with so many people."

Tags: comparison shopping, high street, online retail, retail brand, UK

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