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Amazon Topshop Asos

Fashion brands dominate for Facebook fans, but Amazon comes out on top


By Ishbel Macleod | PR and social media consultant

February 25, 2014 | 3 min read

Half of the top 20 Facebook pages in the UK with the largest number of followers are fashion brands, research from eDigitalResearch has found.

Primark jumped up 14 positions in the ranking to take fifth place on the list, while the brands in positions one, two, three and four all ranking the same as they did in the June 2013, the survey by eDigitalResearch showed.

A 273 per cent growth in likes – 1.7 million – saw Primark almost double its figure.

However, while ranking further down the top 20, Tesco (10) and Asda (14) have the highest ‘talking about’ numbers.

We take a look at the top five brands, according to the research.

1: Amazon

Amazon has kept the top spot, now having over 4.6 million followers.The company posts an average of two posts a day, including offers, competitions and product promotion.eDigitalResearch said: "Amazon actively encourage customers link their Facebook and Amazon accounts together posting their wish lists and purchases on Facebook to promote to their friends. This may have helped Amazon gain the 850,000 new followers since the last wave."Amazon also actively uses its page to deal with customer queries and states that it will answer support questions between 7am and 7pm.

2: Topshop

Topshop came out well on all social channels, according to the report: taking the top spot for Twitter, and taking second place on Facebook, Google+ and Pinterest (second place to Topman on Pinterest).The fashion brand manages to integrate its channels well, something which leads to its strong performance.However, since the last survey in June 2013, Amazon took a massive lead on the Facebook front, scooping up over 800,000 new followers, compared to the 249,890 that Topshop gained.Topshop normally averages at four posts a day, but London Fashion Week saw this increase.


ASOS has marched over the three million mark since June 2013, racking up over 590,000 new followers on Facebook.The e-tailer normally posts about two to three updates a day on the channel, but is the only one of the top 20 to not introduce any page apps on Facebook since the last wave, leaving it at only one page app. This compares to the three which Topshop created in the same period, and the six from Amazon.

4: New Look

New Look hit 2.8m in the latest wave, having added over 792, 000 new followers to its page.Averaging at about two posts a day, New Look's Facebook page clearly states the hours that it is staffed: between 8am and 11pm on Monday to Saturday, and for a shorter period on Sundays.

5: Primark

"Engaging, question-based status updates" is the reason for Primark jumping from 19th to fifth in the rankings, eDigitalResearch believes."Since the last wave, Primark have undergone a major in-store refurbishment and online revamp. The website now promotes social media channels at the top of the page driving visitors and traffic tovarious branded social media accounts. Primark therefore needed to ensure that they had a comprehensive social media strategy in place," the company added.Primark posts between one and two updates a day.
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