Amazon has shot past Apple and Google to become the world’s most valuable brand.
The company’s value has risen by 52% in the past 12 months according to a ranking of global companies compiled by research agency Kantar.
The agency says Amazon’s value has increased by almost $108bn (€95.5bn) to $315bn (€278bn) since last year’s ranking.
It is the first time in ten years either Apple or Google has failed to take top spot in the BrandZ Top 100 Most Valuable Global Brand rankings.
Apple came in second this year, valued at €309.5bn (€273.5bn), while Google came in third at €309bn (€272.9bn).
Kantar’s Global Head of BrandZ, Doreen Wang said: “Amazon’s phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions.”
“The boundaries are blurring as technology fluency allow brands, such as Amazon, Google and Alibaba, to offer a range of services across multiple consumer touchpoints.
“Using their consumer experience and expertise, these brands are crossing over into the business services sector, creating new opportunities for brand growth.”
She said Asian markets have proven particularly fertile for big-tech as “consumers are more technology-enabled” allowing brands to “integrate themselves into every aspect of people’s daily lives.”
The rankings saw the value of the top 100 brands reach a new all-time high – with consumer technology brands passing the €1tn mark.
The top 10 brands were:
- Amazon $315.5bn
- Apple $309.5bn
- Google $309bn
- Microsoft $251.2bn
- Visa $177.9bn
- Facebook $158.9bn
- Alibaba $131.2bn
- Tencent $130.8bn
- McDonald’s $130.3bn
- AT&T $108.3bn
Instagram achieved the fastest growth in brand value – rising by 95% to $28.2bn
Sports clothes company Lululemon was the second fastest riser – growing by 77% to $6.9bn.