Most CPG shoppers in the UAE and Saudi Arabia are completing their purchases in less than a day, with digital retail touchpoints shaping decisions across the entire funnel, according to an Amazon Ads report.
The Amazon Ads whitepaper, Maximising Brand Impact Through Retail Media 3.0 in MENA, says, 72% of shoppers in the two markets make a purchase within 24 hours of identifying a need. More than half (58%) browse and buy exclusively online, while nine in ten (92%) rely on online retail sources such as retailer websites, apps, recommendations and search tools.
The independent study, carried out with Alter Agents, surveyed 1,388 respondents in Saudi Arabia and 1,371 in the UAE who had made CPG purchases in the last three months.
Quick journeys in different categories
While most CPG purchase decisions happen quickly, speed varies by product type. Grocery decisions are fastest, with 81% of buyers completing a purchase within 24 hours. Beauty shoppers take longer – only 62% buy in the first day – and are more likely to browse in store before purchasing online. Personal care and packaged home goods fall in between, but both categories still lean heavily on online research before the final decision.
Which touchpoints influence decisions
Retailers’ own environments dominate. Sites, apps and recommendations rank highest, with 61% of shoppers influenced by retailer recommendations and 60% by apps. Featured product placements (53%) and search filters (59%) also play a strong role.
When comparing all channels, shoppers in both markets rated online retail (92%) and general online sources (90%) as most important, followed by in-store (81%) and social media (77%). Word of mouth (76%) still matters, but traditional media scored lower: print (56%), TV/streaming (53%) and radio/audio (46%).
Touchpoints by funnel stage
The Amazon report also shows how different retail media formats influence consumers at distinct stages of their journey:
- Upper funnel (awareness): Ads on retailer sites (54%) and on-box or bag placements (40%) helped shoppers discover new products or brands.
- Mid funnel (consideration): Live shopping sessions (47%) were valued for providing information and speeding decisions, while retailer recommendations (61%) gave shoppers the confidence that they were making the right choice.
- Lower funnel (purchase): Retailer suggestions (59%) and prominent featured products (53%) were most effective in nudging consumers towards the final purchase, often by surfacing relevant or best-selling items.
This structured influence across the funnel reflects what Amazon Ads calls Retail Media 3.0 – the move from transactional placements to full-funnel brand-building.
Why this matters
Retail media in MENA is no longer just a channel to capture intent at the point of purchase – it plays a role from awareness through to conversion. Beauty shoppers, for example, use a wider range of touchpoints, relying on reviews, discounts and detailed product information. Grocery buyers prioritise speed and look for retailer suggestions to simplify their decision. Packaged home goods shoppers lean most on retailer recommendations and featured product listings.
For marketers, this means retail environments have become central not only to performance campaigns but also to long-term brand-building. With quick purchase windows, especially in groceries and personal care, brands have only hours to connect meaningfully with shoppers.
Filip Jabbour, Regional General Manager, MENAT, Amazon Ads, said: “Consumers in the region are making quick purchase decisions and engaging with retail media touchpoints more than ever before. This shift has paved the way for Retail Media 3.0, which gives brands a direct connection with customers across every stage of their journey, from discovery to purchase, unlocking opportunities for both brand-building and performance.”
He added: “As the retail media landscape evolves into the 3.0 era, Amazon Ads is continuously innovating solutions that empower brands with a structured, data-driven approach to strategic planning and investment, helping them to drive growth, scale, and competitive advantage.”
The report also outlines the Amazon Business Maturity Framework (ABMF), a four-stage roadmap designed to help brands evolve from establishing basic online presence to using predictive analytics and emerging technologies. While framed as a tool for advertisers, its core message is that retail media strategies must increasingly tie into broader business objectives – from product planning to supply chain decisions.
