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The road to trust and loyalty: Amazon rings a halo around the brand

With a campaign centred around the sellers on its platform, the e-commerce giant is pitching for loyalty, from vendors and buyers

T E Narasimhan  |  Chennai 

Ever since Amazon opened in India, its advertising has focused on building trust. Be it the small town customers that it has assiduously wooed or urban shoppers wary of digital commerce, the American e-commerce behemoth has sought to assure everyone about quality and convenience on its platform.

Now Amazon is turning the spotlight on those who sell on its platform. Using their stories as part of its packaging, the company hopes to transform what is a faceless transactional relationship with its buyers and sellers, into an emotional one and at the same time, build brand stickiness. But ...

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First Published: Mon, February 03 2020. 22:33 IST
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