Retail has an average Brand Intimacy Quotient of 43.3, significantly above the industry average.

Fulfillment is the archetype most associated with the category. Amazon is the highest-ranked brand in the category, with a Quotient of 71.0, up from its previous score of 64. Whole Foods is the only dedicated food market in the Top 10, which includes several department stores such as Target, Macy’s and Nordstrom. Also notable is that Home Depot moved up to #9 compared with #17 in our previous study. Amazon ranks #1 among both men and women. It also leads with users ages 18-34 and 35-44, as well as across all income levels. Those 45-64 years old rank Whole Foods as the top retail brand.


Amazon and Whole Foods are two strong intimate brands. Amazon has more than half its customers in some form of Brand Intimacy compared to 42 percent for Whole Foods customers. There are some notable differences between the brands. Amazon has nearly double the bonding customers of Whole Foods, and has more customers willing to pay 20 percent more for its products and services. Additionally, Amazon is more linked to fulfillment, enhancement and ritual compared to Whole Foods, and performs significantly higher related to enhancement (making you better, smarter and more connected) and ritual (ingrained as a daily part of life). Interestingly, Whole Foods is more linked to identity (having an aspirational image or admired beliefs that resonate more deeply), nostalgia and indulgence. This suggests a brand that communicates its values well and is seen as focused on pampering or gratification, which may be due largely to its perceived costs.



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