Amazon’s fulfilment proposition to be put to the test on Prime Day

July 11, 2016

Fulfilment is one of four factors that drive a great online experience according to the latest research-on-research from Maru/edr. Those who excel in fulfilment along with three other key factors achieve an overall satisfaction rating of 82 percent, more than double the Maru/edr average of just 40 percent.

According to Maru/edr’s analysis of over 1.2 million data points collected over the past twelve months for twenty-seven of the top retail sites, achieving success in online retail is about four key factors – ease, product, service and fulfilment. Retailers must deliver a positive experience across all four dimensions in order to succeed.

Amazon are innovators when it comes to fulfilling consumers growing appetite for instant gratification. According to Cowen & Company figures, 25 percent of Amazon Prime members in the US have used Prime Now delivery. Consumers in general are hungry for instant gratification but only 46 per cent are satisfied with the fulfilment offer that retailers present them with.

With this year’s Prime Day looming, Amazon’s fulfilment strategy both online and logistically needs to be rock solid – last year’s sales event saw the online retail giant shift over 34.4 million products alone. With the overwhelming response to Prime Day last year, and Prime Now available as an option it’s clear that Amazon wishes to demonstrate its confidence in fulfilment at scale.

Derek Eccleston, Chief Development Officer at Maru/edr and author of ‘How to Achieve Success in Online Retail’, explains, “With the inception of Prime Now allowing consumers to receive their goods within one hour, it is evident that Amazon is striving for market leadership in the vital area of fulfilment, one of the four key factors of success in online retail. This will be an important test, our research reveals that if fulfilment is not done properly, customer satisfaction drops from 82 per cent to 65 per cent, even if all other factors are positive”.

Analysis demonstrates that although fulfilment strategies are key for many retailers, there are four key factors within the online retail journey that brands must focus on in order to truly excel online.  By delivering consistently across ease, fulfilment, product and service retailers can reach the highest levels of satisfaction.

How to achieve success in online retail is the latest original research from Maru/edr. Access your copy and find out how the four factors effect online retail experiences by downloading Maru/edr’s full report at