souqs-acquisition-proves-positive-for-amazon has achieved the biggest improvement in positive consumer brand sentiment among UAE retailers, while newly acquired debuts in the country’s top five most positively perceived retail brands for 2017, according to the latest data from YouGov’s daily brand tracker, BrandIndex.

Last year, was acquired by in what was a significant move for the global online retailer not to mention the development of ecommerce in the Arab world – one of major appeal to UAE consumers, as demonstrated by BrandIndex.

Records for the past two years show positive consumer brand sentiment began to steadily increase for in 2016, when it was also placed as the second highest brand Buzz improver for the year in the YouGov BrandIndex Best Brand Rankings. However, in 2017 its scores soared, particularly just after the acquisition was announced, giving it a debut appearance in fourth place among the top five retailers in the UAE overall in the 2017 Best Brand Rankings.

BrandIndex uses Buzz scores to compile the rankings. Buzz is calculated by asking consumers daily if they have ‘heard anything positive or negative about a brand in the last two weeks, through advertising, news or word-of-mouth’. The rankings portray the top five brands with the highest average Buzz score, and the largest Buzz score improvement throughout the year. also started to win more favour among consumers in 2016, sitting just behind as the third most improved retailer for the year. However, Buzz scores for the giant online retailer also rose significantly last year, placing it just ahead of its acquisition for improvement in the 2017 Rankings.

The move has also given a lasting impression in the Emirates in recent months. BrandIndex recorded a statistically significant increase in the global brand’s Impression score in 2017 by asking consumers daily ‘Do you have a generally positive or negative feeling about this brand?’.

“The Buzz metric in BrandIndex illustrates the volume and direction of recent brand exposure in the UAE. Among retailers, the deal between and was a tremendous move for ecommerce in the Middle East region and we’re excited to see both brands sailing into 2018 with strong brand sentiment among UAE consumers. With also winning on impression, and consumers more willing to recommend to friends it is clear the public recognises the synergy created by the acquisition and the potential impact of the brands’ collaboration in the market,” commented Scott Booth, Head of Data Products – MENA, on findings.

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