Amazon has emerged as the most preferred e-commerce websites among sellers in India, with highest top of the mind recall, rivals and home grown majors Filpkart and Snapdeal, according to a recent study by Nielsen.

The Nielsen study for the January-March quarter surveyed 1,184 online sellers.

Thirty nine per cent of online sellers “explore two or more e-commerce websites as an option to sell products on and grow their business,” the study found.

A high level of familiarity along with in-depth knowledge of an e-commerce website is the most important factor that drives brand equity, the study said.

While Amazon had the highest top of the mind recall (25 per cent), Flipkart stood second (21 per cent) and Snapdeal (20 per cent), it added.

“With the e-commerce industry growing in double digits, there is surge in demand by customers, and an evolving online seller category that is fuelling supply on portals,” Dolly Jha, executive director of Nielsen India said.

Nielsen conducted the study in 16 markets with a population of over 10 lakh, and a sample size of 1,184 respondents. It aims to understand the inclination and experience of selling products on e-commerce platforms.When it comes to overall awareness, 86 per cent respondents in the study voted Amazon, 82 per cent voted Flipkart and 75 per cent respondents voted Snapdeal, followed by others.

In terms of intent to sell on the e-commerce website, which was also a key parameter, Flipkart with 58 per cent and Amazon with 55 per cent emerged as the leading brands, the study said.