Amazon Pay brand profile in the UK 2023

How high is the brand awareness of Amazon Pay in the UK?
When it comes to digital payment users, brand awareness of Amazon Pay is at 80% in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Amazon Pay in the UK?
In total, 24% of UK digital payment users say they like Amazon Pay. However, in actuality, among the 80% of UK respondents who know Amazon Pay, 29% of people like the brand.

What is the usage share of Amazon Pay in the UK?
All in all, 21% of digital payment users in the UK use Amazon Pay. 

How loyal are the users of Amazon Pay?
Around 17% of digital payment users in the UK say they are likely to use Amazon Pay again. Set in relation to the 17% usage share of the brand, this means that 81% of their users show loyalty to the brand.

What's the buzz around Amazon Pay in the UK?
In 2023, about 20% of UK digital payment users had heard about Amazon Pay in the media, on social media, or in advertising over the past three months. Of the 80% who know the brand, that's 25%, meaning at the time of the survey there's little buzz around Amazon Pay in the UK.

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