Lots of love for Amazon and Walmart

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Lots of love for Amazon and Walmart

By Mike Troy - 12/07/2018

The Brands That Defined 2018 is the name of a new report from Morning Consult which seems to describe Amazon and Walmart in very similar fashion. For example, Amazon is the most loved brand but Walmart is the brand most people want to buy from. It would seem the most loved brand would also be the one most people want to buy from and vice versa and the description Morning Consult provides is somewhat ambiguous.

Amazon ranked highest in net favorability for the second year in a row with a score of 78.7% but didn’t elaborate on the metrics that comprise the ranking. Meanwhile, Walmart was described as having the largest pool of potentially interested consumers. A total of 69% of those surveyed said they are either very likely or absolutely certain they would consider purchasing from the company. This is hardly a surprising result considering Walmart's U.S. stores division generated annual sales last year of $318.5 billion.

More noteworthy is that Walmart performed well across the income spectrum with some fall off among upper income shoppers. For example, among those with household incomes less than $50,000, 71% said they are either very likely or absolutely certain they would consider purchasing from Walmart, compared to 70% of those in the $50,000 to $100,000 range and 62% of those above $100,000.

Morning Consult said the findings are based on more than 1.5 million survey interviews with consumers more than 18 years old conducted between throughout the year.

The firm did not disclose with companies followed Amazon and Walmart in their respective categories.

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