Amazon brand profile UK 2023

How high is the brand awareness of Amazon in the UK?
When it comes to consumer electronics online shop users, brand awareness of Amazon is at 96% 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 in the UK?
In total, 71% of UK consumer electronics online shop users say they like Amazon.

What is the usage share of Amazon in the UK?
All in all, 63% of consumer electronics online shop users in the UK use Amazon. That means, of the 96% who know the brand, 59% use them.

How loyal are the customers of Amazon?
Around 58% of consumer electronics online shop users in the UK say they are likely to use Amazon again. Set in relation to the 63% usage share of the brand, this means that 92% of their customers show loyalty to the brand.

What's the buzz around Amazon in the UK?
In 2023, about 49% of UK consumer electronics online shop users had heard about Amazon in the media, on social media, or in advertising over the past three months. Of the 96% who know the brand, that's 48%, meaning at the time of the survey there's some buzz around Amazon in the UK.

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Amazon brand awareness, usage, popularity, loyalty, and buzz among consumer electronics online shop users in the UK in 2023

Characteristic	Share of respondents
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Number of respondents

4,977 respondents

Age group

18-64 years

Special properties

respondents who use Consumer electronics online shops

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to Consumer electronics online shops, which of the following brands do you like?
Brand usage: When it comes to Consumer electronics online shops, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to Consumer electronics online shops, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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