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Amazon tops UK retail brand charts

Amazon has come out on top in yet another poll in the UK, this time one which determines how consumers perceive the various retailers available to them, both online and on the high street.

According to a study commissioned by Kelkoo, Amazon is trusted to deliver safe shopping online that is consistent and convenient, outdoing rival firms like Tesco and Asda.

Although Amazon may not have the sales figures to match up to the competition, it is still seen as a valuable brand that is worth trusting and the sole e-commerce entry in the top 10 for this year's brand analysis report.

Kelkoo spokesperson, Mark Haupt, said that UK consumers appreciate the world of products and services currently offered by Amazon, which means that they are spending more of their cash with the site.

This has allowed Amazon to encroach on the market previously dominated by supermarket chains, by offering a wider variety of products which can be bought via safe shopping online.

Mr Haupt said that despite the lack of mainstream advertising campaigns from Amazon, in a world where the big retailers tend to use television to publicise their latest deals, the e-commerce company was still intelligent in its use of marketing tools.

Fifteen hundred people took part in the study and 54 per cent said that low prices were the driving force behind their shopping habits in the current climate.

In terms of value for money, the respondents ranked Amazon in first place, pushing Asda and Tesco into second and third place respectively.

Tesco is still top when it comes to rewarding customer loyalty with clubcard points and deals, with Amazon placed fourth in this particular category.

Consumers' trust in Amazon is second only to Marks & Spencer, suggesting that the e-commerce giant has managed to make a name for itself as a respectable and worthy place to shop online.

Source: Graham Miller -

29 September 2011
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