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~ Practicology ~

of the key statistics from eight of those markets in the chart tain product categories. Computing accessories, home exercise
shown at the bottom of this page. equipment and hair clippers are just three product groups to
see vast increases in Amazon product searches for this reason.
The cost of Amazon Prime is set low in the less established At certain points in March and April, Amazon set restrictions
markets, to help bring customers to the marketplace and build on which items it could accept into its distribution centres;
their loyalty. The chart shows how Amazon is quickly building with a focus on replenishment of essential health, food and
traffic in newer markets, such as Australia and Brazil. babycare items, among others.
Using Amazon as a channel also means that a brand benefits
from the user experience work done for each market. From Amazon has also prioritised the delivery of customer orders for
the percentage of mobile traffic seen in India, for example, we products in these essential categories and warned of extending
can see why Amazon’s investments in its mobile site and app shipping times, including for Amazon Prime deliveries.
experience is a major benefit.
However, we have been able to maintain a good flow of prod-
In more established markets such as the USA, Germany and ucts to Amazon, and in the best weeks have experienced sales
the UK, relatively high visit duration and pages per visit high- volumes similar to those of the pre-Christmas shopping peak.
light how shoppers use it as a search engine to research product Sales have dropped back slightly in markets where stores are
information and prices. beginning to re-open, but continued social distancing require-
ments mean that online shopping is still preferred by many
COVID-19’s impact on our Amazon sales consumers.
Finally, we thought it would be valuable to share some of our
experiences of trading brands from a variety of categories on We believe that Amazon will have converted many new first-
Amazon across Europe. We are the authorised Amazon seller time customers. In contrast, other sales channels have struggled
for brands in categories including healthcare, pets, beauty, to service them, and they are likely to continue to buy even
homewares and consumer electronics. once normality returns.

In April, we saw Amazon revenues rise in all European mar- COVID-19 has only strengthened the marketplace’s position
kets except for France, where Amazon has had to close its dis- within European e-commerce, and we expect it to have gained
tribution centres for some time due to COVID-19 restrictions. market share in the majority of markets that it operates in by
Sales in Italy rose the most, up 82%; while growth in Germany, the end of 2020. ••
the UK and Spain was around 50% in each market. Growth in
the Netherlands was a more modest 5%.

In the markets where consumers have faced the most stringent
restrictions on their movements, we witnessed a similar effect.
In the week that lockdown was announced, Amazon sales
generally fell in the market, as shoppers took the chance to buy
from stores before they closed.

Once non-essential stores closed – and many more consum- To download our report with infographics for Amazon in 12 markets visit:
ers had to get used to working and educating their children at www.practicology.com/Amazon2020
home – there has been an explosion in Amazon sales for cer-

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