SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
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
Editors' Picks
Sponsored by
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
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
