Amazon Tops Brand Intimacy Rankings

The retail industry ranked highly among other industries when it comes to brand intimacy, according to a recent study about emotional connections with consumers.
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Out of the 10 industriesfeatured in MBLM’s Brand Intimacy COVID Study, the retail industry came in third, with an average brand intimacy quotient of 45.7. That’s well above the cross-industry average of 38.3. MBLM bases Brand Intimacy Quotient scores on prevalence (the percent of users who are intimate), intensity (where the relationship is on the spectrum of three stages, sharing, bonding, fusing and character (performance on key archetypes).

Amazon is the top brand in the retail sector this year, after also taking the top spot last year, with a brand intimacy quotient of 63.6. 

Overall brand intimacy performance for the retail industry has risen 8% since the COVID-19 pandemic, as consumers became more reliant on their favorite retailers and created stronger emotional relationships. 

Here are the top 10 brands ranked by intimacy in the retail industry:  

  1. Amazon (63.6)
  2. Target (56.8)
  3. Walmart (55.2)
  4. Costco (54.9)
  5. Whole Foods Market (45.1)
  6. Sephora (41.4)
  7. eBay (38.6)
  8. The Home Depot (37.0)
  9. IKEA (33.1)
  10. Instacart (31.3)

Amazon was No. 1 in the report, followed by Target, Costco and Sephora. Home Depot and Instacart declined in the rankings from the previous year. Costco’s rise in the rankings is especially notable, as it climbed 24 positions. The warehouse retailer has seen its sales soar throughout the pandemic. 

Amazon was the most popular brand among women and across all age groups. Walmart was found to be the most popular brand among men, while Target was the most popular among those under 35. Costco was the most popular among those with high incomes. 

"As the pandemic has intensified, digital retailers have experienced explosive growth as consumers relied on online delivery and curb-side pick-up," said Mario Natarelli, managing partner, MBLM. "During the early stages of the pandemic, as people were stockpiling essentials like toilet paper, hand sanitizer and bottled water, many brick and mortar retail brands served as community lifelines."