IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
MajorsJan 29, 2018
Which Brands Generated the Most Buzz in 2017?
We’ll bet you can guess the e-commerce giant that came in first.
Amazon is ranked No. 1 in positive buzz among consumers last year, according to YouGov’s 2017 Buzz Rankings.
New York--YouGov has released its list of brands that generated the most positive buzz among consumers last year in the United States.
The company’s 2017 Buzz Rankings position 1,600 brands according to “buzz score,” which is determined by asking consumers if they’ve heard anything about a specific brand in the last two weeks through advertising, news or word of mouth, and, if so, was it positive or negative?
Scores are calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.
Generating the most positive buzz among Americans and earning the top spot for the fifth consecutive year is, perhaps unsurprisingly, Amazon.
Last year was a big one for the e-commerce giant. In June, it acquired high-end grocer Whole Foods for $13.7 billion, giving it a physical presence in many markets.
A few months after that, Amazon announced plans to open a second headquarters, inviting cities and regions to place bids to be the host of the $5 billion investment. They have now narrowed the list down to 20 possibilities.
And on top of everything else, Amazon founder and CEO Jeff Bezos also became the richest person in the world in 2017, ending the year with a total worth of about $100 billion.
CNBC reported last spring that some analysts believe the company could account for half of all e-commerce sales by 2021.
Following Amazon at No. 2 on YouGov’s Buzz Rankings is Netflix, which continues to pick up buzz as it generates more of its own content. In fact, Netflix earned a total of 91 Emmy nominations in 2017.
Amazon continued its dominance by also earning the No. 3 spot with Amazon Prime, its paid subscription service that gives users access to free two-day delivery, streaming video/music and other benefits.
It’s estimated that half of all households now have a subscription to Prime, not to mention that Amazon said its 2017 Prime Day, a one-day only sales event just for subscribers, was its biggest sales day yet and pulled in more new members than ever before.
At No. 4 is YouTube, which claims through its own statistics that nearly one-third of all people on the internet use the video sharing site to watch a billion hours of video every day.
At No. 5 is Google, followed by Nike at No. 6, dish soap Dawn at No. 7--boosted
perhaps by its association with rescuing and restoring wildlife affected by oil pollution, YouGov said--and M&Ms.
The top 10 list is rounded out by Apple’s iPhone at No. 9, which rejoined after a year off due in part to the release of the iPhone X.
Fittingly then, No. 10 on the list is Apple, which celebrated not only the release of the aforementioned phone but also the launch of its Siri-powered HomePod to rival Amazon’s Alexa-powered Echo and the acquisition of sound-identifying app Shazam in 2017.
YouGov also ranked the best Buzz Improvers--brands with the highest increase in Buzz scores between 2016 and 2017.
It included brands such as Chipotle, which had to deal with multiple E.coli and norovirus outbreaks in 2016; cable channel HLN, which benefited from a revamp last year; and Volkswagen, which had been suffering from negative perception in the last few years after it got caught cheating on diesel-emissions tests.
Also on the list are telecommunications company Spectrum (previously Time Warner Cable), Walmart, Hulu and ride sharing app Lyft.
The top 10 list is rounded out by Apple’s iPhone at No. 9, which rejoined after a year off due in part to the release of the iPhone X.
Fittingly then, No. 10 on the list is Apple, which celebrated not only the release of the aforementioned phone but also the launch of its Siri-powered HomePod to rival Amazon’s Alexa-powered Echo and the acquisition of sound-identifying app Shazam in 2017.
YouGov also ranked the best Buzz Improvers--brands with the highest increase in Buzz scores between 2016 and 2017.
It included brands such as Chipotle, which had to deal with multiple E.coli and norovirus outbreaks in 2016; cable channel HLN, which benefited from a revamp last year; and Volkswagen, which had been suffering from negative perception in the last few years after it got caught cheating on diesel-emissions tests.
Also on the list are telecommunications company Spectrum (previously Time Warner Cable), Walmart, Hulu and ride sharing app Lyft.
More on Majors
The Latest
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
