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    1) India's consumption is heavily skewed towards the top 12% of elite and affluent households (NCCS A) who drive 33% of total consumption, and this skew is expected to continue growing to 2030. 2) 80% of NCCS A customers can only be reached and influenced via digital media such as Amazon, making it crucial for brands to focus on reaching these high-value customers digitally. 3) Amazon's customer base in India comprises many of these valuable, high-consumption NCCS A customers who frequently research and purchase premium products online, presenting an opportunity for brands to partner with Amazon to target this segment.

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    1) India's consumption is heavily skewed towards the top 12% of elite and affluent households (NCCS A) who drive 33% of total consumption, and this skew is expected to continue growing to 2030. 2) 80% of NCCS A customers can only be reached and influenced via digital media such as Amazon, making it crucial for brands to focus on reaching these high-value customers digitally. 3) Amazon's customer base in India comprises many of these valuable, high-consumption NCCS A customers who frequently research and purchase premium products online, presenting an opportunity for brands to partner with Amazon to target this segment.

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    6 views8 pages

    Amazon Slides

    Uploaded by

    scrible
    1) India's consumption is heavily skewed towards the top 12% of elite and affluent households (NCCS A) who drive 33% of total consumption, and this skew is expected to continue growing to 2030. 2) 80% of NCCS A customers can only be reached and influenced via digital media such as Amazon, making it crucial for brands to focus on reaching these high-value customers digitally. 3) Amazon's customer base in India comprises many of these valuable, high-consumption NCCS A customers who frequently research and purchase premium products online, presenting an opportunity for brands to partner with Amazon to target this segment.

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    of 8

    India’s income disparity contributes to a heavily skewed consumption

    pyramid towards NCCS A


    12% elite & affluent households drive 33% total consumption in India

    Population distribution Total household consumption distribution

    NCCS A
    households

    2019 2030 2019 2030


    Source: BCG’s report on How India spends, shops, saves in the new reality, Dec 2020
    80% of NCCS A (elite & affluent) customers can only be reached and influenced
    via digital media
    Crucial for brands to focus on the right consumer, rather than every consumer

    Media accessibility of Indian population

    NCCS A
    customers Elite & affluent

    Aspirers

    Rest of India

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Cord cutters Cord shavers Cord fakers Cord lovers Inaccessible

    Source: Dentsu E4M report, 2022


    India’s internet pyramid also mirrors the consumption skew towards
    NCCS A customers (elite & affluent)
    <5% internet users transact frequently – on OTT, e-commerce, online food aggregators

    These customers are


    most amenable to
    150M+ Online 10M+ digital influence on digital
    shoppers natives

    20M+ occasional Brands must distinguish


    350M+ Online video
    shoppers & seek these customers
    consumers

    450M+ Whatsapp users 40M+ entry shoppers

    90M+ annual active shoppers


    750M+ Smartphone users

    850M+ Internet users 150M+ ever active shoppers

    Source: Various industry reports


    Amazon consumer cohort comprises of these valuable, high-consumption,
    premium customers
    Brands seeking relevant reach may partner with us to exercise early influence on customers

    Frequent Amazon
    shoppers lie here
    10M+ digital
    natives They correspond to
    More likely to buy a premium brand
    1.5X across categories 20M+ occasional
    the Elite & Affluent
    (NCCS A)
    shoppers

    40M+ entry shoppers


    Higher share of premium smartphones (>20k) on
    2.5X A.in
    90M+ annual active shoppers

    150M+ ever active shoppers

    Source : Amazon data,


    Kantar study on Amazon shopper profile, 2021
    The digital savvy customers research online before making a purchase online or
    offline, and Amazon remains their preferred research platform

    More than 75% of online researchers visited Amazon


    shopping app

    61%
    61% 50% 28%

    Of all planned shoppers prior to visiting in-store


    research online the store
    Not only are customers researching, considering and buying premium
    products on Amazon..

    Consumers buying large appliances visit A.in for


    60% product research

    Domestic appliance shoppers research on A.in


    50% before purchase

    Premium smartphones are purchased on A.in


    60%
    Amazon’s entertainment ecosystem is led by our video streaming services

    Video-on-demand Subscription Video-on- Connected TV offering


    service housed inside demand hosted on for living room viewing
    the A.in mobile app mobile & desktop apps

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