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Amazon.ae Debuts “It’s On Amazon Prime” Campaign Videos
The promotional films were specifically developed for the UAE in conjunction with Saatchi & Saatchi Middle East.
Amazon.ae has rolled out its latest “It’s on Prime” platform and introduced a regional promotional campaign specifically targeting the UAE. The campaign was developed by Saatchi & Saatchi Middle East (ME) and consists of three new promo films and a range of social media ads, highlighting the variety of ways an Amazon Prime membership can make customers’ lives easier.
The films use a storytelling formula to promote benefits such as Free delivery, Amazon Fresh, and Prime Video, and feature a diverse collection of customers facing everyday challenges that can be solved by Amazon Prime.
Bruno Barbosa, Senior Creative Director for Saatchi & Saatchi ME, noted: “The biggest challenge was to find relevant and fresh insights that relate to the melting pot of nationalities across the UAE and craft stories that showcase all the benefits the brand has to offer without compromising on smooth and lighthearted storytelling”.
The first film shows a young woman moving out of her parents’ home. While the mother finds new ways to reach out as she misses her daughter, the young woman discovers a flair for cooking using Amazon Fresh and surprises her with a home-cooked dish.
In the second film, we see the day-to-day life of a couple with busy schedules and watch them find ways to connect. Amazon services help them buy items to make mornings easier, share home-cooked meals, and enjoy time watching their favorite shows.
The third film depicts the life of a family with a newborn baby. Amazon’s fast and free shipping helps them find simple ways to care for their baby while helping their eldest son connect with his younger brother.
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Amazon’s Head of Marketing for the Middle East and North Africa, Moemen Elhamalawy, said: “We are incredibly proud to share this regional installment of the campaign with our customers in the UAE. The campaign is about sharing the various ways members can make the most of their Prime membership [and] we are proud to have collaborated with the Saatchi & Saatchi team to bring this vision to life.”
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Rabbit Expands Hyperlocal Delivery Service In Saudi Arabia
The e-commerce startup is aiming to tap into the Kingdom’s underdeveloped e-grocery sector with a tech-first, locally rooted strategy.
Rabbit, an Egyptian-born hyperlocal e-commerce startup, is expanding into the Saudi Arabian market, setting its sights on delivering 20 million items across major cities by 2026.
The company, founded in 2021, is already operational in the Kingdom, with its regional headquarters now open in Riyadh and an established network of strategically located fulfillment centers — commonly known as “dark stores” — across the capital.
The timing is strategic: Saudi Arabia’s online grocery transactions currently sit at 1.3%, notably behind the UAE (5.3%) and the United States (4.8%). With the Kingdom’s food and grocery market estimated at $60 billion, even a modest increase in online adoption could create a multi-billion-dollar opportunity.
Rabbit also sees a clear alignment between its business goals and Saudi Arabia’s Vision 2030, which aims to boost retail sector innovation, support small and medium-sized enterprises, attract foreign investment, and develop a robust digital economy.
The company’s e-commerce model is based on speed and efficiency. Delivery of anything from groceries and snacks to cosmetics and household staples is promised in 20 minutes or less, facilitated by a tightly optimized logistics system — a crucial component in a sector where profit margins and delivery expectations are razor-thin.
Despite the challenges, Rabbit has already found its stride in Egypt. In just over three years, the app has been used by 1.4 million customers to deliver more than 40 million items. Revenue has surged, growing more than eightfold in the past two years alone.
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CEO and Co-Founder Ahmad Yousry commented: “We are delighted to announce Rabbit’s expansion into the Kingdom. We pride ourselves on being a hyperlocal company, bringing our bleeding-edge tech and experience to transform the grocery shopping experience for Saudi households, and delivering the best products – especially local favorites, in just 20 minutes”.
The company’s growth strategy avoids the pitfalls of over-reliance on aggressive discounting. Instead, Rabbit leans on operational efficiency, customer retention, and smart scaling. The approach is paying off, having already attracted major investment from the likes of Lorax Capital Partners, Global Ventures, Raed Ventures, and Beltone Venture Capital, alongside earlier investors such as Global Founders Capital, Goodwater Capital, and Hub71.
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