Advertiser of the Month (Egypt) – Amazon

Cheryl Kar
September 30, 2021, 12:15 PM UTC

Amazon claims the crown of YouGov’s Advertiser of the Month for the month of September in Egypt 

According to data from YouGov BrandIndex, Amazon’s Ad Awareness score – which measures whether consumers have seen an ad for a brand in the previous two weeks – rose 14.6 points from 17.9% on August 24 to 32.5% on September 23.

This sharp uptick in Ad Awareness comes at a time when Souq.com rebranded itself as Amazon.eg in Egypt. On August 31 – the day before the rebranding was announced – Ad Awareness sat at 18.9% but following the rebranding announcement, it saw a healthy rise. 

In late August, Amazon inaugurated its 28,000-square-metre fulfilment centre in the 10th of Ramadan City. The e-commerce giant also plans to launch its first customer service centre in the country soon. 

While Amazon’s acquisition of Souq dates back to 2017, it wasn’t until late July that the e-commerce giant announced that it would be launching Amazon.eg this year. Finally, after the inauguration of its logistics warehouse, the rebranding was officially announced with the release of a peppy music commercial on YouTube and through posts on Twitter and Instagram.  

Earlier in July, Souq had already invited its existing and new sellers to join the company’s seller management tool. With half of the sellers on Amazon globally being small and medium enterprises, the company plans to engage more local retailers and merchants in Egypt and help them reach consumers through its platform. Amazon Egypt’s Country Manager, Omar Elsahy said, “Egypt has a strong industrial sector and a wealth of great retailers, sellers, brands and handicrafts. As we launch today, thousands of Egyptian businesses use Amazon.eg to reach their customers and we look forward to growing this number further in the coming years,”. 

Data from YouGov BrandIndex also suggests that throughout September, Amazon’s Buzz score, which gauges if consumers have heard something positive or negative about a brand through advertising, news or word of mouth, also saw a rise – from 14.5% on August 24 to 22.8% on September 23.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Amazon’s Ad Awareness score is based on the question: Which of the following physical or online retail outlets have you seen an advertisement for in the past two weeks? Scores are based on an average daily sample size of 1295 adults in Egypt between August 24 to September 23. Figures are based on a 4-week moving average. Learn more about BrandIndex.