If you are launching a brand in the UAE, the biggest question is always: “Which platform is better: Amazon or Noon?” Having managed over 10,000 SKUs across both platforms for brands like Cincinno and Enza Home, I can tell you that the answer isn’t simple. It depends entirely on your logistics capabilities and target audience.
1. The Traffic Game: Amazon Wins
Amazon.ae generally commands higher raw traffic volume. Their search algorithm is more mature, meaning if you understand SEO (Search Engine Optimization) and keywords, you can rank organically much faster. For brands that rely on search visibility, Amazon is the heavyweight champion.
2. The Trust Factor: Noon holds the Local Edge
Noon.com has built incredible loyalty among local Emirati and Saudi consumers. If your product is a lifestyle good or targets a strictly local demographic, I often see Noon outperform Amazon in customer retention. Their “Noon Minutes” delivery infrastructure is also changing customer expectations for speed.
3. Logistics: FBA vs. FBN
Both Fulfillment by Amazon (FBA) and Fulfillment by Noon (FBN) offer excellent logistics, but their storage rules differ:
- Amazon is strict about your Inventory Performance Index (IPI). If your sell-through rate drops, your storage limits shrink.
- Noon can be more flexible for new sellers, but they have strict penalties for cancellations and stock-outs.
My Verdict In 2025, the winning strategy isn’t choosing one—it’s mastering inventory synchronization. You need a presence on both. Use Amazon for volume and customer acquisition, and use Noon to capture the loyal local market. The key is using automation to ensure you never oversell on either channel.
