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Amazon Runs Promo to Celebrate Its Top Standing in UK

Shoppers to Amazon’s UK website on Monday were greeted by a very attractive offer: 10 pounds off any retail order over 50 pounds – that’s a 20% discount on a 50-pound order. Amazon UK Managing Director Christopher North explained the reason for the “BIGTHANKS” promo in a press release, “We are grateful to customers for ranking Amazon #1 across Britain’s retailers. You can count on us to continue working hard to set ever-higher standards for customer experience.”

North was referring to a survey conducted by Havas Media of 20,000 people across Britain. Amazon out-performed the venerable “Marks & Sparks” (Marks & Spencer), which was followed in order by John Lewis, Aldi, Sainsbury’s, Boots, Lidl, ASDA, Tesco, and Morrisons.

The publisher of the Meaningful Brands UK Retail Report 2015 said 64% of people it surveyed said they would care if the retailer disappeared.

Havas Media also said that people will trust meaningful retail brands nearly three times more than competitors, and it also found that customers are 50% more likely to remain loyal to the most meaningful retail brands.

The media company also noted that Amazon’s “BIGTHANKS” promotion coincided with the rollout of a new marketing campaign in the UK promoting its Prime service (viewable on YouTube). “The ad takes a different approach to previous Amazon activity, which has previously relied on consumer testimonials to woo new shoppers. Instead, the brand has followed the likes of John Lewis and Nationwide in running more emotive led creative in order to showcase what their services mean to customers rather than focus on the more functional benefits.”

Another way it may succeed in getting new Prime subscribers: Amazon recently made headlines in the UK when it signed the three hosts of the BBC television show Top Gear to do a new show – but fans of the trio will have to pony up for a Prime subscription, as the new show will be aired exclusively to Amazon Prime customers.

Monday’s promotion also follows on the heels of Amazon’s worldwide Prime Day promotion. While the latter was limited to Prime members only, Monday’s promotion in the UK was open to all, Prime member or not. Shoppers simply inserted the special BIGTHANKS code at checkout to get the deal.

The one-day promotion was not completely inclusive when it came to products, however – it excluded items sold by third-party sellers.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.