Online shopping across the UAE and Saudi Arabia looks very different from what it did just a few years ago. What was once spontaneous and impulsive has now evolved into something far more intentional and strategic. Consumers are becoming savvier —planning purchases in advance, timing them around major retail events, and using memberships and tools to get the best possible value and convenience.
Intentional shopping becomes the new norm
“Customers across the region are shopping with greater purpose and precision,” says Stefano Martinelli, vice president of Amazon Middle East and North Africa. “Whether they’re preparing for travel, stocking up on seasonal necessities, or planning for major purchases, consumers are tracking prices, comparing options, and building their shopping strategy weeks in advance of big sales events like Prime Day.”
Recent research by HarrisX, commissioned by Amazon, reveals that 73 percent of UAE customers and an impressive 80 percent of customers in Saudi Arabia prefer longer sales events that allow for more thoughtful decision-making. Understanding these evolving preferences has continued to shape Amazon’s approach to Prime Day, which has now been extended into a week-long sales event, running from July 25 to July 31.
“Members can now take their time to discover and compare millions of deals from local and international brands, rather than feeling rushed,” Martinelli said.
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This approach aligns with a broader trend of customers actively researching prices and using various digital tools to secure the best deals. More than a third (36 percent) of regional customers are purposeful deal seekers, and nearly one in three UAE shoppers (29 percent) deliberately time their purchases to coincide with sales events like Prime Day. This newfound discernment is reshaping how retailers approach sale events and customer engagement.
Meeting customer expectations during major sales events
Major sales events, such as Amazon’s Prime Day, have become crucial planning moments for households as they look for maximum value. For retailers, the challenge and opportunity lie in effectively meeting these heightened expectations at the intersection of value, convenience, and delight.
According to Martinelli, “Prime Day is our biggest celebration of Prime, offering incredible savings for Prime members across top local and international brands, instant bank discounts, and flexible payment options.”
The range of products available is vast, covering more than 30 categories, including everyday essentials, school must-haves, summer essentials, grocery, Amazon Fresh, electronics, fashion, beauty, kitchen, home, toys, and Amazon Devices. Top brands such as Samsung, Bose, Dyson, Boss, Humantra, PlayStation, Tissot, CeraVe, e.l.f., KIKO Milano, Tommy Hilfiger, Lacoste, Pandora, Swarovski, Nescafe, Under Armour, and Adidas are all featured, alongside offerings from local small and medium-sized businesses. A notable addition this year is exclusive Prime member savings on Amazon Bazaar selection, the newly launched in-app shopping experience with trendy lifestyle and home items already priced under AED 25.
Additionally, Prime members using Abu Dhabi Commercial Bank (ADCB), Mastercard, and Commercial Bank of Dubai (CBD) cards can enjoy additional instant discounts for eligible Prime Day orders on Amazon.ae.
The foundation of trust: Reliable delivery and convenience
Beyond competitive pricing and a vast selection, reliable delivery is a cornerstone of customer trust in the online retail space. As the region continues to grow, so do customer expectations around delivery speed and efficiency.
“Fast and reliable delivery is a key priority for us, and we continue to invest in our delivery capabilities across the region,” Martinelli stated. Amazon now offers Same-Day Delivery and Next-Day Delivery options across major cities in both the UAE and Saudi Arabia, with some items arriving in as little as a few hours in select locations.
The company recently announced a strategic partnership with 7X to transform urban delivery in Dubai. These investments, combined with AI-powered logistics, help Amazon ensure that orders are delivered to customers’ doorsteps swiftly and reliably even during high-volume shopping events like Prime Day. But excellence in customer experience extends beyond fast delivery. “It must include seamless returns, refunds, and customer service support. This trusted Amazon shopping experience is one that customers in the region have come to rely on,” Martinelli says.
The power of Prime for smarter shopping
The evolving preferences of shoppers also point to the increasing importance of digital memberships. An impressive 81 percent of Saudi shoppers and 73 percent of UAE customers now recognize these subscriptions as essential tools for incremental convenience. Customers in Saudi Arabia particularly value the freedom of free delivery, while UAE shoppers are more strongly drawn to exclusive discounts.
The Amazon Prime membership is designed to cater to these evolving needs. “Prime isn’t just about access to deals,” says Martinelli. “With more than 200 million paid Prime members worldwide, Prime offers a comprehensive combination of shopping, savings, and entertainment benefits.”
In addition to Same-Day and One-Day delivery, Prime members in the UAE and Saudi Arabia enjoy free international delivery from Amazon US, UK, and Germany. They also gain early access to sales events, exclusive deals and member-only prices on everyday essentials.
Beyond shopping benefits, there is also a comprehensive suite of entertainment through Prime Video, Prime Gaming. In the UAE for example, Prime members also enjoy Free Deliveroo Plus Silver and access to Amazon Fresh, further enhancing the value proposition.
As consumers in the Middle East continue to embrace intentional shopping, retailers are adapting to meet their demands for value, convenience, and reliable delivery. Amazon’s approach, with its extended Prime Day and comprehensive Prime membership benefits, reflects a deep understanding of these changing dynamics, aiming to provide a seamless and reliable shopping experience for the region’s increasingly savvy online consumer.
