Leading 20 U.S. brands 2018, by brand value

Amazon.com is an international e-commerce company offering online retail, computing services, consumer electronics and digital content, as well as other local services such as daily deals and groceries. As of 2018, Amazon was ranked as the most valuable U.S. brand, with a brand value of around 188 billion U.S. dollars. Apple, Google, and Microsoft were the next most valuable brands in the United States that year. These companies also feature at the top of the rankings for most valuable global brands.

What is brand value?

Brand value, not to be mistaken with brand equity, is a commonly used phrase in the marketing industry. It describes the value of brands based on the assumption that the owner of a well-known brand name can generate more money compared to products with a less well-known name.

Amazon brand value

Amazon’s brand value grew steadily from 2006 until 2015, but post 2016, the retail giant’s brand value has experienced remarkable growth. Amazon offers a wide variety of products, including electronics, food, beauty and subscription services. The online retailer is one of the biggest names in desktop retailing as well as mobile commerce. Amazon also operates an online streaming service for movies, television shows, and music, which together with the company’s growing range of products and services across various platforms, is likely to have aided in adding value to the Amazon brand.

Leading 20 U.S. brands in 2018, by brand value

BrandBrand value in million U.S. dollars
The Home Depot47,056
Walt Disney45,750
Wells Fargo39,948
Bank of America36,687
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Release date

March 2019


United States

Survey time period


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Statistics on "Brand Value"

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