IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
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
Editors' Picks
Sponsored by
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
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
WatchesApr 15, 2026
These Are the New Rolex Watches for 2026Rolex focused exclusively on the Oyster Perpetual this year, as the model is celebrating its 100th anniversary.
