Posted by William Charles on February 4, 2019
Deals

Published on February 4th, 2019 | by William Charles

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Ebates Now Called Rakuten

Ebates has rebranded and is now called Rakuten. Rakuten originally acquired Ebates back in 2014, but kept the Ebates name and brand. That is no longer the case but everything else remains the same.



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Brandon
Brandon

Pronounced Rack-uh-ten for those wondering

Scott
Scott

Interestingly enough, Rakuten is Japanese, and their original pronunciation is closer to “Rock ooh ten” with stress on the rock. I’m fairly surprised they switched it when localizing to English.

JL
JL

I was about to say that as well. If you have to explain how it’s pronounced, why not explain how it’s pronounce correctly? It’s their company, so if that’s what they want to call it in America, that’s fine.

I’m in Japan, so I just find it a little weird, lol.

Snorlax
Snorlax

They should have just kept it buy.com in America, or rather just used buy.com for their American front after the acquisition. Having a company that people have trouble pronouncing is really, really, really dumb (I say that as an employee of a company that people have trouble pronouncing)

Jay
Jay

Do you work for Chipotle? 😀

MrDioji
MrDioji

What the heck. Why would they do that. Ebates was a great name. That would be like Kleenex changing the name of their tissues to Flergens.

Leapfrogger
Leapfrogger

That’s hilarious….

iahphx
iahphx

I agree. I’ve heard of Rakuten over the years but I’m not really sure who they are or what they do. Ebates? Pretty freakin’ obvious what they’re about, no?

I know it doesn’t really matter if a company like Marriott decides to call their loyalty program something stupid like Bonvoy, but I think it does matter when a smaller business changes its identity from something recognizable to something weird and obscure. Does anyone know WHY they’re doing this?

billy
billy

rakuten is not a small company lmao they’re one of the largest companies in the planet. we just don’t talk about them because they’re based in japan.

iahphx
iahphx

Rakuten may not be a small business, but ebates is a pretty small niche business. How many of your friends and neighbors know what ebates is? What about Rakuten? This seems like a vanity move and not a practical business move.

Mike Advantage
Mike Advantage

Rakuten is a Japanese conglomerate that it buying up American companies and assets one by one.

Curmudgeon
Curmudgeon

I’m crying over here. Can someone hand me a flergens?

tidefan123
tidefan123

I think if you have to put a pronunciation guide to announce your new name you should probably just stick with the old one.

CM

Uh-ten!

avi
avi

and lets not forget the death of fatwallet. RIP 🙁

Sluce
Sluce

RIP indeed

tuphat
tuphat

+1. Pouring one out for my homie FW. 😭

scripta
scripta

Parts of fatwallet are alive at https://www.fragiledeal.com/ (mostly finance) and https://phatwalletforums.com/ (mostly hot deals).

Jonathan
Jonathan

They killed fatwallet. I will always hate them. 🙂

MarcoPolo
MarcoPolo

+2

MisterBill
MisterBill

Well, that has worked well for buy.com (not). Seems like their owners are more interested in having their corporate name out there than capitalizing on their existing good name. I trust this is the stuff they teach as “what not to do” in business school case studies.

Ed
Ed

I remember when they bought buy.com. I was so sad…

projectx
projectx

Anyone else read the name in the same cadence as Ryu’s “ha-DOU-ken”?

No? Just me?

Jo
Jo

This is at best an ignorant comment and has racist undertones. You might want to think twice before posting things like this.

projectx
projectx

It’s a reference to Street Fighter 2, a popular video game from the 90s.

Get a grip Jo. You clearly have no idea what you’re talking about, and YOU might want to think twice before throwing around baseless accusations due to your own ignorance.

Jo
Jo

Projectx, would you say the same thing about a company with a Gaelic name if someone tried to pronounce it with the voice of the leprechaun from lucky charms? Maybe using Ivan drago’s voice for a Russian company that was challenging for you to pronounce?

As I said, at best ignorant with racist undertones.

Cinnabar
Cinnabar

Well, I wasn’t before, but now I can’t stop saying it. Thanks a lot.

projectx
projectx

LOL!

Stephen

They did a similar thing with a UK site called Play.com several years ago. Play rivaled Amazon when it came to DVDs and CDs as prices tended to be identical but Play.com was on cashback portals and Amazon wasn’t. Rakuten bought it though and renamed it rakuten.co.uk. They still own the valuable Play.com domain name but it simply redirects to Rakuten. I’ve no idea how it’s such a big company when everything they touch turns to crap.

MisterBill
MisterBill

Same for buy.com.

Chuck

I’m with the other commenters above: this is literally insane! They have such a strong brand recognition name, and they switch to some difficult-to-pronounce, unknown name. So weird.

Jo
Jo

If might be difficult for some to pronounce but it’s actually quite easy for other cultures. Japanese and Spanish have similar pronunciations and can be easily sounded out.

Brand recognition? They aren’t huge in the U.S. yet but they have their logo on the Golden State Warriors Jerseys and they also have a deal with FC Barcelona. If they aren’t recognized yet, they soon will be.

Snorlax
Snorlax

Localization is important.

Snorlax
Snorlax

They aired a Super Bowl commercial on Sunday telling you how to pronounce their company name!!

I mentioned in another comment I work for a company with a difficult to pronounce name. It’s terrible, our clients get confused and always forget our name. Just really bad business. (looking for another job right now)

jan
jan

I don’t understand why did they buy out Fatwallet and then killed it, and changed buy.com and ebates’ name. Here new companies bought older companies and use their established name: such as Chase Bank, AT&T.

MarcoPolo
MarcoPolo

They seems to be practicing a Japanese custom called “Seppuku”

Kevin
Kevin

This is going to hurt their business.

MarcoPolo
MarcoPolo

I would have preferred Fak-u-ten

Frank

I remember using one of the services and hating it. I some how dislike “ebates” now because of the changes…seems like the opposite of how you want consumers to feel…

Bill
Bill

Well, this is interesting, since Rakuten bought Buy.com and went from being an Amazon competitor in the US to more of a portal to select merchants, like ebay. The Rakuten MC has been discontinued by FNBO, and this would seem to indicate that card isn’t coming back. Im not sure how this will affect the Ebates Visa, since there is no Ebates any longer.

Proud Money

I’m confused. When I go to ebates.com it says Ebates “A Rakuten Company” but the ebates logo is still there. When I go to rakuten.com it is essentially the same as ebates but with the Rakuten name.

jonflow

Same here, and it’s said “a rakuten company” in their logo for some time now too.

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