Amazon Fresh brand profile Germany 2023

How high is the brand awareness of Amazon Fresh in Germany?
When it comes to online grocery delivery users, brand awareness of Amazon Fresh is at 69 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Amazon Fresh in Germany?
In total, 27 percent of German online grocery delivery users say they like Amazon Fresh. However, in actuality, among the 69 percent of German respondents who know Amazon Fresh, 39 percent of people like the brand.

What is the usage share of Amazon Fresh in Germany?
All in all, 20 percent of online grocery delivery users in Germany use Amazon Fresh. That means, of the 69 percent who know the brand, 29 percent use them.

How loyal are the customers of Amazon Fresh?
Around 16 percent of online grocery delivery users in Germany say they are likely to use Amazon Fresh again. Set in relation to the 20 percent usage share of the brand, this means that 80 percent of their customers show loyalty to the brand.

What's the buzz around Amazon Fresh in Germany?
In November 2023, about 20 percent of German online grocery delivery users had heard about Amazon Fresh in the media, on social media, or in advertising over the past three months. Of the 69 percent who know the brand, that's 29 percent, meaning at the time of the survey there's some buzz around Amazon Fresh in Germany.

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Amazon Fresh brand awareness, usage, popularity, loyalty, and buzz among online grocery delivery users in Germany in 2023

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Number of respondents

735 respondents

Age group

18 to 64 years

Special properties

respondents who use online grocery delivery

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to online grocery delivery, which of the following brands do you like?"
Brand usage: "When it comes to online grocery delivery, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to online grocery delivery, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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