Amaze Super App wins at Retail Asia Awards 2026 for loyalty programme

The platform unifies rewards and diverse shopping channels into a single seamless commerce ecosystem for Thai consumers.

Amaze Super App won Loyalty Programme of the Year - Thailand in the Retail Asia Awards 2026. The platform serves as the first integrated loyalty commerce ecosystem in the country, designed to remove the boundaries between fragmented rewards and various shopping channels. It transforms traditional loyalty points into a borderless, cash-like currency that connects daily grocery needs with an expansive online marketplace.

Retail friction often occurs when loyalty programmes remain siloed and difficult to use as cash equivalents. Amaze Super App addresses this by integrating the CP Group ecosystem with six leading financial partners in real-time. This allows users to view and spend points across the entire platform without restrictive redemption limits.

The hybrid commerce model combines two separate retail worlds into one interface. The grocery segment leverages more than 18,000 outlets nationwide, including 7-Delivery and Lotus’s, and Makro whilst the marketplace hosts over 1,800 official brand shops. Every item, from ready-to-eat meals to premium electronics, is available for purchase using points, cash, or a combination of both.

These diverse consumer behaviours feed into a central data lake. By aggregating information from grocery and marketplace transactions, the platform generates insights that power high-precision targeted marketing. This creates a self-sustaining system that anticipates consumer needs whilst providing data-powered solutions for partner brands.

Since its launch on 29 April 2025, the platform achieved significant market penetration. It secured 9.1 million downloads and 3.9 million members by May 2026. This growth represents a shift in consumer habits, as the platform unlocked over THB100m in point-value equivalent. Points transactions average 25% of daily active users, which demonstrates the high liquidity of the digital currency.

In 2026, the Amaze Points ecosystem is expanding into the food and beverage industry. Currently, over 100 F&B brands offer exclusive point-redemption deals on the platform. By Q4, Amaze members will be able to seamlessly earn and spend points like cash at major restaurants and cafes throughout Thailand.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].