Amazon has overtaken Walmart to become the world’s most valuable retail brand in the eighth annual Millward Brown Optimor BrandZ Top 100 Most Valuable Global Brands study. The e-tailer grew its brand value by +34 per cent to reach $45.7 billion, and has risen four places to no.14 in the overall Top 100 ranking.

Walmart grew by five per cent, and is now worth $36.2 billion – it sits at no.18 in the Top 100, down one position.

The retail category as a whole grew in value by 17 per cent over the last year to reach $242 billion; last year it declined five per cent. Drivers included the recovery of the US economy, the growing importance of brand as a tool for differentiating retailers, and the need to attract consumers who shop anytime, anywhere, often on the move. The study was expanded this year to include pharmacies and department stores for the first time.

The Home Depot is ninth in the BrandZ ranking’s Top Risers list, with a value growth of 43 per cent over the previous year and a rise of 21 positions in the Top 100 to reach no.41. Now no.3 in the retail category, it positioned itself well to ‘ride the wave’ as confidence returned in the US. eBay is another Top Riser, with 40 per cent value growth to $17.7 billion – it is 47th in the Top 100, up 17 places.

The full retail ranking is available from www.millwardbrown.com/brandz

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