TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
SurveysJun 17, 2019
New Survey Ranks Amazon World’s Most Valuable Brand
The annual BrandZ rankings showed that disruptive companies not rooted to one particular category or region are today’s most successful.
Amazon displaced Apple as the world’s most valuable brand on Kantar’s annual Top 100 Most Valuable Global Brands ranking. The once-online-only retailer continues to grow its brick-and-mortar presence; seen here is one of its book stores.
London—A new survey commissioned by marketing and advertising agency WPP has ranked Amazon above Apple in an index of the world’s top brands.
The annual BrandZ Top 100 Most Valuable Global Brands ranking, conducted by Kantar and released last week at the New York Stock Exchange, combines market data from Bloomberg with data from millions of consumers to evaluate brands that are either owned by publicly traded companies or publish their financials.
This year, Amazon occupies the top spot in the index, overtaking Apple, which ranked No. 2, and Google, which ranked No. 3.
WPP and Kantar attributed this to Amazon’s smart technology, which has led to new revenue streams, its emphasis on customer service and its diverse array of products and services.
The once-online-only retailer continues to grow in myriad ways, including by expanding its brick-and-mortar presence with more book stores and the opening of technology-driven, cashier-less grocery stores.
“We’re seeing a move from individual product and service brands to a new era of highly disruptive ecosystems. Brands need to understand the value this type of model can create and should embrace its approach to be successful in the future,” said David Roth, BrandZ chairman and CEO of The Store WPP EMEA and Asia.
Doreen Wang, Kantar’s global head of BrandZ, 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.
“Using their consumer experience and expertise, these brands are crossing over into the business services sector, creating new opportunities for brand growth.”
Morgan Holt, chief strategy officer at brand and retail consultancy Fitch, also said customer service was a major reason why Amazon’s value continues to increase.
“A customer looking to connect with or purchase a product from their chosen brand in today’s world is looking for a smooth and frictionless experience: easy navigation, painless transactions, and a genuine, personal form of contact,” she said in an e-mail to National Jeweler.
“Amazon’s platform sells immediacy, and its stellar customer service ticks all the right boxes. Likewise with Apple, its various help forums and simple navigation support a wide network of customers as they set out to achieve a task. Convenience is king, but a smooth journey is the jewel in the king’s crown.”
After Amazon, Apple and Google, Microsoft occupies the No. 4 spot in the BrandZ rankings, Visa
the No. 5 spot and Facebook the No. 6 spot.
Chinese retailer Alibaba was No. 7 and Chinese technology company Tencent was No. 8.
Rounding out the top 10 were McDonald’s at No. 9 and AT&T in the No. 10 position.
The fastest riser in the index was social media platform Instagram, which jumped 47 places since last year’s rankings, followed by Lululemon, the athletic apparel company.
Overall, WPP and Kantar said that though technology and finance companies accounted for the bulk of the companies on the list, luxury was the fastest-growing category, followed by retail.
The latter two categories are being fueled by their embrace of digital shopping channels suited to Gen Y and Gen Z consumers, they said.
The index also showed an increase in the number of “sustainable” brands, or brands that work to communicate their responsible practices, whether through social, environmental or corporate initiatives, to consumers.
More on Surveys
The Latest
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
Weekly QuizJun 26, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
