Amazon: brand value 2022

In 2022, Amazon's brand value reached a record high of 705.65 billion U.S. dollars. This figure only represented a small increase from 2021, whereas the previous year's value had skyrocketed by nearly 70 percent.

Diversification is key

Amazon is among the three most valuable brands worldwide. Despite being kicked off the number one spot by Apple in 2022, the e-retail giant still expands its global impact each year. One of the brand's key growth drivers is its continued diversification of revenue streams. In addition to selling millions of products via its online platform, Amazon also moved beyond the realm of retail by launching the cloud platform Amazon Web Services (AWS), selling ad space, and extending its Prime subscription features. In addition, Amazon also continuously pushes its physical retail footprint, for example, by opening its first brick-and-mortar clothing store in Los Angeles.

Spotlight on retail brands

What makes Amazon stand out from many of the world's most valuable retail brands is its focus on e-commerce and the platform's extensive global availability. While U.S.-based competitors such as Walmart mainly operate in North America, Amazon serves millions of users across the globe. Zooming in on the Asia-Pacific region, Alibaba stands out as the dominant player. Its online marketplace, Tmall, was the highest valued retail and e-commerce brand in China, while Alibaba itself had the second-highest brand value out of all Asian companies worldwide that year. Young online users might be familiar with the brand thanks to TikTok, as many creators post about Alibaba as a supplier for their small businesses. Not only that, but social media users are also increasingly posting about how to sell products bought off Alibaba on Amazon for profit.