Marketing Amazon

Amazon basks at summit of BrandZ retail ranking


By John Glenday, Reporter

April 17, 2018 | 3 min read

Amazon has trampled over the competition to reach the summit of the latest BrandZ retail rankings, which catalog the top 75 businesses in the sector in ascending order.


Amazon basks at summit of BrandZ retail ranking

Compiled by WPP-owned Kantar the figures show that retailers are shrugging off a downturn on the high street and flagging consumer spending to expand at a faster clip than other sectors and Amazon is leading the way with an estimated brand value of $165,256m.

This was enough to push McDonald’s in to second place with its own figure of $110,266m and Chinese e-commerce giant Alibaba, which had to make do with a valuation of $88,623m.

David Roth, chief executive of WPP The Store, EMEA and Asia commented: "Shopping is no just longer just about buying things.

“Often, a decision to shop is a search for entertainment – whether in a physical space or the virtual world. It can be a way of spending time with like-minded people, or being in an environment that reflects an individual’s values.

"Shopping is also a way of simply feeling good – what we used to call ‘retail therapy’," he continued. "This explains why the BrandZ Top 75 Most Valuable Global Retail Brands includes brands specializing in everything from business suits and bras to bath oil and burritos. Today everyone is a retailer."

Each company was ranked in accordance with a combination of financial data and consumer feedback.

Top 10 Retail Brands

1 Amazon $165,256m

2 McDonald's $110,266m

3 Alibaba $88,623m

4 Starbucks $46,071m

5 The Home Depot $41,866m

6 Louis Vuitton $35,505m

7 Nike $34,295m

8 Walmart $27,585m

9 Hermes $25,951m

10 Zara $25,135m

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