Amazon is first brand to be valued at more than $200bn

David Prior's picture

Amazon has become the first brand to be valued at more than $200bn, according to analysis from brand valuation company Brand Finance.

The retailer is now valued at $220.8bn - up 18% on last year - over $60bn more than Google in second place, according to the annual Brand Finance Global 500.

Apple came third, valued at $140.5bn, with Microsoft in fourth on $117.1bn and Samsung fifth with $94.5bn. The top 10 was completed by ICBC, Facebook, Walmart, Ping An abd Huawei.

Brand Finance CEO David Haigh said: “The disrupter of the entire retail ecosystem, the brand that boasts the highest brand value ever, Amazon continues to impress across imperishable consumer truths: value, convenience, and choice. Today, Amazon’s situation seems more than comfortable, but what will the roaring twenties hold in store?”

A brand’s value is determined by the economic benefit it would achieve if it was licenced in the open market, according to the consultancy.