Amazon has made history as the first brand in the Brand Finance Global 500 ranking to exceed US$200 billion value mark and retains title of world’s most valuable brand for third consecutive year. Following 18 per cent growth from $187.9bn last year, Amazon’s brand value is now $220.8bn, over $60bn more than Google and $80bn more than Apple.
As the world’s largest online marketplace, Amazon has also branched out into cloud computing, AI, consumer electronics, digital streaming and logistics. With such a diverse portfolio and thanks to ongoing investment in fast-growing sectors and innovative technologies, Amazon is not only the today’s leader, but also seems primed for tomorrow.
Most of Amazon’s revenue still comes from retail and challenges to the growth of the company’s core operations may result in brand value stagnation. In November 2019, Nike stopped its merchandise on the platform to develop its own direct sales channels. Brand Finance says Amazon may have to contend with other big brands following Nike’s lead.
If so, it could undermine its reputation as the ‘Everything Store’. Another potential sticking point is the future of Amazon’s international business. From environmentalist opposition in Europe, to backlash from local retailers in India, to saturation of China’s e-commerce market by Alibaba and its subsidiaries – matching Amazon’s global status may prove difficult.
E-commerce is no longer the only path to success in retail as eBay struggles and Walmart re-enters the top 10. Ferrari retains pole position as the world’s strongest brand with a brand strength index (BSI) score of 94.1 out of 100. Disney, which will launch its Disney Plus subscription in Ireland at the end of March, was in second place.
Also in the top 10 were Deloitte (5th), Coca-Cola (6th), Rolex (8th), PwC (9th) and Paypal (10th).
Pictured above is Jeremy Clarkson who fronts for Amazon in the UK