Online retailers in Europe are beginning to take on Amazon in their home markets. A new survey called the Digital IQ Index has looked at omnichannel retailers in the UK, Italy, France, Germany and Spain. The results of the report have shown that the UK and Germany both have retailers which can compete directly with Amazon. The UK company Argos was ranked fourth best on the continent and was said to be able to compete with the American giant through good use of product categorisation and identical experiences across all platforms. Meanwhile, the German company Media Markt ranked second and was commended for its ability to go head-to-head with Amazon through search, whilst also being the “most prolific web advertiser in Germany on both desktop and mobile”. However, the report also said that French and British retailers had started a “digital arms race" in order to stand out in their markets – something that German sellers had fallen behind with.