Retail 50 2018

Brand Finance Retail 50 2018

The annual report on the most valuable retail brands.

As Amazon’s brand continues to innovate and make its presence felt across more markets, its brand value has grown by an average of more than 30% a year in the past decade, making it now worth as much as the second, third and fourth biggest retail brands combined.

Amazon’s brand success is not based upon a marketing campaign, it is based upon a relentless obsession with customers. By aiming to remove every possible impediment to customers using its services, Amazon has built a brand that has no peer, providing unmatched convenience, availability, and scale. Its rise and the growth of other online brands worldwide have called the entire traditional retail model into question.

David Haigh, CEO, Brand Finance