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RetailX Top1000 2021: Amazon under the spotlight

RetailX Top1000 evaluates the current state of ecommerce in Europe after the uproar that was Covid-19. In particular, we focus on the biggest retailers based on size – as well as their performance across our six key dimensions: Strategy & Innovation, The Customer, Merchandising, Engagement, Mobile & Cross-channel and Operations & Logistics.

Digital Editor, Scarlette Isaac, explores why Elite RXEU Top1000 retailer, Amazon, ranked so highly in our Strategy & Innovation dimension. 

Amazon: flexible service in eight European markets

Amazon stands out in the Strategy & Innovation dimension for the flexible international service that it offers shoppers from different European markets, and for supporting easy payments and fulfilment. The US-based retailer, which opened its virtual doors in 1995, now sells through 20 market specific websites including eight in Europe, where new Swedish, Netherlands and Polish websites now operate alongside existing Spanish, French, German, Italian and UK sites. Visitors to any of the websites can use language, currency and country selectors for a more flexible customer experience, so that, for example, shoppers can buy in English from the Dutch website.

Visitors to the UK website can see links to both delivery and payment methods flagged up on the landing page, with one-click ordering available for signed-in customers. 

At the checkout, shoppers must register before checkout and then can use methods including the retailer’s own AmazonPay alternative payment method and credit cards to buy. Amazon’s reputation as a leader in customer service has been built on a range of speedy delivery methods that include same-day and next day delivery alongside nominated day and specified evening delivery. Despite having few shops in the UK, the retailer offers collection as fast as same-day through the Pass the Parcel newspaper delivery service, and to a range of locations including third-party collection points and its own collection lockers. These are located at sites from supermarkets to airports and train stations. 

The retailer, which is ranked Elite in the RXEU Top1000, also scores highly for services including reviews and ratings – it is among the 3% of traders that now enable customers to add an image to a review, and among the 51% that support star ratings.

This case study was originally published in the RetailX Top1000 report. Download the full version here to unlock access to further case studies and market-leading research. 

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