2. Push to Amazon.nl (premium TVC)
Amidst all the familiar advertising frenzy from Lidl, Jumbo, Albert Heijn and Bol.com, there was suddenly Amazon with their very first television commercial in the Netherlands.
Perhaps still a bit strange, given the non-Dutch character of the commercial. Where competitor Bol.com comes up with typical Dutch Sinterklaas nostalgia or package evening stress, Amazon came up with the cool uncle Shane who had of course done his Christmas shopping at Amazon long ago and could therefore make a splash with all kinds of exotic gifts.
This push towards Amazon.nl as the platform to do all your Christmas shopping is of course well thought out. The December shopping season is traditionally a stressful period for many consumers. The ease of Amazon could well cause a cultural shift, is the underlying idea. We no longer have to scour the shopping streets for the best gifts, but can simply order them from our armchair.
3. Pull to product pages: prices just below 'the big boys'
Large selection and competitive prices, that is a core promise of Amazon. What sets Amazon apart from Bol.com and Coolblue, is that Amazon will make it easy to admit international suppliers from outside philippines telegram data the Benelux. This will create extra competition, which will have a further depressing effect on the price (source: Businessinsider.nl ).
Amazon will also choose to always be just below the price of the competition. See below the prices for the latest iPhone (source: Tweakers Pricewatch). By such a 'guarantee' for rock-bottom prices compared to the large Dutch e-commerce players, Amazon is very clearly profiling itself as a dominant party. This will also mean that the other dominant players will have to be very sharp on the price.
4. Pull to product pages: increase organic traffic
If we zoom in a bit more on the total traffic to Amazon.nl, the increase in organic traffic is particularly noticeable. We see a huge increase in referring domains. Not entirely coincidentally, we also see the underlying search terms increasingly 'ranking' dominantly on Google. This large increase has led to around 3 million search terms, on which Amazon has recently become visible within Google. Although not all of these search terms rank in top positions yet, it does give a good idea of the scale on which Amazon is making its entrance in the Netherlands.
