Amazon tops the 2020 brand intimacy list with 68.3 as quotient

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 15, 2020, 1:08 AM UTC

MBLM’s Brand Intimacy 2020 Study surveyed 6,200 consumers and conducted 56,000 brand evaluations across countries and 15 industries.

Despite retail ranking fourth out of the 15 industries, Amazon with $88.9 billion in net sales for Q2 2020, ranked first in the brand intimacy study with a quotient of 68.3. Walmart followed with a 53.9 quotient and then ranked Costco with 51.7.

Other top 10 brands in the retail industry are Target (49.6), Whole Foods (41.6), Sephora (40.7), Macy’s (39.2), Ikea (38.5), eBay (35.7) and Nordstrom (33.5). Amazon, Walmart and Target saw record sales in the second quarter due to the uptake of ecommerce amid the pandemic.

The average Brand Intimacy Quotient for the US retail industry was 42.5. Also, Amazon was the top-ranked brand among consumers with both over and under $100,000 income.

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