Amazon is the world’s most valuable retail brand, report

Retail brands are seeing robust growth, particularly in e-commerce, according to a new report from Brand Finance, the global brand valuation consultancy.

The total brand value of the world’s top 100 most valuable retail brands has risen 9% to $1.3 trillion in 2025. 36 US brands contribute 68% of the total ranking value, amounting to USD856.1 billion.

Global e-commerce titan Amazon remains the world’s most valuable retail brand for the tenth consecutive year. In 2025, its brand value grew 15% to USD356.4 billion, making it the fourth most valuable brand in the world, according to Brand Finance’s Global 500 ranking. American retail powerhouse Walmart is the fastest-growing brand in the top 10, surging 42% to USD137.2 billion.

The brand faces reputational challenges, however, including a class action lawsuit over deceptive pricing, which could impact long-term consumer trust.

Australia’s Kmart is the fastest-growing brand in the sector globally, with a 79% increase in brand value to USD2.2 billion. Exceptional performance in consumer brand strength metrics — scoring perfect 10s for being perceived as a ‘preferred brand’, ‘brand I love’, ‘reputation’, and ‘brand I know well’ — has also contributed to its high Brand Strength Index (BSI) score of 88.9 out of 100.

Swedish grocery chain ICA has entered the ranking for the first time and claimed the title of the world’s strongest retail brand, with a brand value of USD1.8 billion and a BSI score of 93.2 out of 100. Brand Finance data highlights its extremely high scores for ‘meets my needs’ and ‘brand I know well’ among domestic consumers.

The global e-commerce market is estimated to reach USD6.8 trillion in 2025, with projections rising to nearly USD8 trillion by 2027. Key players like China’s JD.com (brand value up 5% to USD18.8 billion) and Meituan (brand value up 37% to USD11.7 billion), Korea’s Coupang (brand value up 11% to USD8.0 billion), and Argentina’s MercadoLibre (brand value up 3% to USD4.7 billion) have all recorded increases in brand value, underscoring the rapid growth of digital commerce.

Conversely, retail brands in the pharmaceutical sector, such as Walgreens (brand value down 6% to USD14.4 billion) and Boots (brand value down 24% to USD2.4 billion) have experienced declines in brand value as e-commerce reshapes consumer purchasing habits.

Annie Brown, Valuation Director, Brand Finance: “Pharmacies are the latest in a chain of specialist retailers facing the challenges of replacement by e-commerce. From bookshops to electronics stores, Amazon has changed the game making it harder for traditional bricks and mortar specialists to survive, unless they significantly adapt and leverage their potential advantage in customer experience. With Sycamore Partners set to acquire Walgreens Boots Alliance, announced in March 2025, we are excited to see how Walgreens and Boots will evolve their brands and customer experience offers as a result of its private equity injection."

www.brandfinance.com

www.amazon.com

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