Slow and steady wins the race. Amazon epitomizes that strategy and the company’s Prime service is an excellent example. The media performance curve on Amazon Prime shows 3-straight years of moderate but consistent media growth.
The brand reached a new high this month at 77 points, up +5 pts. over the prior month and up +6 points over the prior year.
In the highly competitive online retail sector, pulling a rating in the 70 point range is not easy. Holding onto a 77 point rating would be an admirable goal for the Amazon Prime team. The momentum is there for the brand to continue its current rating trajectory, but I wouldn’t bet on the brand breaking into the low 80 rating point territory this year.