Flipkart Most Trusted but Amazon Offers Better Experience

India’s homegrown e-commerce player Flipkart is now the most trusted Indian e-tailing brand, but rival Amazon offers better user experience, according to a recent study.

Flipkart has taken lead over Amazon in terms of brand recall and popularity in tier 1 and 2 towns in the July to September quarter, a recent study by RedSeer Consulting suggests. Both companies were, however, tied as India’s most trusted brand in metros.

Overall, Flipkart and Amazon were neck and neck on RedSeer’s leadership index. While Flipkart scored 20 points, Amazon’s score stood at 18 in the most-trusted brand category.

Amazon’s Prime membership, which bundles Amazon’s offerings under one roof, helped it beat Flipkart in user experience, Redseer said. In August, the Seattle based e-commerce firm said Prime accounts for 35 percent of overall purchases on Amazon.

Flipkart and Amazon are locked in a fierce war for market dominance in India and continue to pump money to boost their verticals. Earlier this month, the Jeff Bezos-led firm pumped Rs 2,900 crore into Amazon Seller services, its third major capital infusion this year, to expand its local business.

Flipkart has cash a reserve of $4 billion after it raised $2.4 billion from Softbank’s Vision Fund in July.