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Competitor Intelligence: Amazon on track to become a Power Retailer

November 11, 2013
Written By

For the first time, CPG manufacturers have ranked Amazon amongst the top 10 retailers in this year’s Kantar Retail PoweRanking study. The survey benchmarks how trading partners view each other in the manufacturer-retailer relationship, with Amazon recognised as a future Power Retailer. 

The 17th annual PoweRanking study from Kantar Retail – based on input from 600 US retailer and manufacturer respondents – reveals that Amazon is the only online retailer ranked amongst brick-and-mortar stores as a top 10 ‘Best of the Best’ retailer. Last year Amazon ranked at number 14 and according to Kantar, has climbed into the top 10 through enhancing its online shopping experience.

The web giant is also seen to be challenging Walmart as a ‘Power Retailer’ of the future, according to America’s leading manufacturers who have ranked the top movers in the next 15 years. One manufacturer respondent commented: “As online shopping continues to grow, Amazon is set up perfectly to continue capturing share of the market. They have an incredible equity and trust with shoppers, what appears to be a solid business model, and strong leadership in place.”

Discussing Amazon’s entry into the retail mainstream, Kantar Retail believes that traditional brick-and-mortar retailers are going to find it increasingly hard to compete with Amazon’s combination of convenience, value and understanding of shoppers.

Amazon’s recent announcement that it will deliver on Sundays – in partnership with the United States Postal Service – is yet another assault on traditional retailers. “The three big pieces of growth for us are selection, lower prices and speed,” Dave Clark, Amazon’s vice president of worldwide operations and customer service, told USA Today. “Adding an additional day is all about delivery speed.”

This latest move by Amazon is guaranteed to make the holiday season yet more competitive. Ensure you are benefitting from competitive price monitoring solutions such as Profitero which enable you to benchmark your prices against Amazon to offer the most competitive price on the market.

Discover how Profitero works with more than 40 global retailers to help them stay price competitive. Email or visit today. Web based competitor price monitoring for retailers and brands

About Profitero

Profitero is the leading global provider of online competitor pricing data. We provide both bricks & mortar and online retailers with their competitors’ prices, promotions and full product assortment information. Profitero’s accurate and timely competitor intelligence enables our customers to make better informed and more profitable pricing decisions, helping them to increase sales as well as margins.

More than 40 global retailers, including Staples, Sam’s Club, Tesco, Waitrose and Ocado, rely on Profitero Price Intelligence to:

  • Benchmark competitor prices
  • Manage their prices and promotions
  • Attract price sensitive shoppers
  • Negotiate better with suppliers.

Our pricing data can be seamlessly integrated into price optimization solutions such as Blue Yonder, Revionics and IBM DemandTec, to deliver more accurate and effective price optimization. Profitero is also the preferred supplier of online competitor pricing data to Nielsen’s retail customers across more than 100 countries.

To discover how Profitero can help make your pricing smarter, contact us at or visit

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