Survey shows just how insanely strong Amazon’s brand is with Americans
A whopping 80% would consider purchasing from Amazon.
When it comes to a brand’s place in the American psyche, it doesn’t get better than Amazon.
A whopping 96% of American adults have heard of the brand, ranking it alongside McDonald’s, Pepsi, and Google. More importantly, 80% would consider buying from Amazon when they’re in the market for something it sells, according to a new report from brand survey company YouGov.
On top of that, 62% of Americans said Amazon was their top choice of brands they’d consider purchasing in the “online” category. The list below shows the top choices among any category. You’ll notice that Amazon Prime also features high on these charts, reflecting the company’s broad popularity, even among subsets of its business.
The brand is strong despite some recent political backlash to Amazon founder Jeff Bezos, who has cozied up to President Trump and made changes at his Washington Post that veer its opinion section more toward the right. Still, that backlash hasn’t been nearly as loud as with, say, Tesla.
“It’s where you want to be as a brand,” Reuben Staines, YouGov’s head of American marketing, said. “People’s initial reaction when they think about purchasing something is to go straight to Amazon.”
Amazon saw record revenue last quarter, and it finally beat out longtime retail rival Walmart this year.
Some quick notes on methodology:
The survey questions about brand preference were fairly broad, meaning they’re open to interpretation. For Amazon, that means someone “considering Amazon” would likely mean considering to buy something on Amazon, rather than purchasing an Amazon Basics branded item, for example. Similarly, choosing YouTube could mean watching a video on the platform, while choosing Dove would probably mean buying its soap.
Also, to ensure a manageable list for survey-takers, YouGov gave each 30 randomized brands within a given category. First they chose as many as they would “consider” purchasing and then from that they picked a single brand they would “choose” to purchase. Since there were more than 100 brands in the online category, for example, the cumulative percentages in any given category add to more than 100%.
