#1 Amazon.com, Inc.


The top-ranking brand family, Amazon.com, Inc. has an average Quotient Score of 55.7. Its strongest archetype is fulfillment. An average of 37% of consumers who use Amazon’s portfolio of brands are intimate with them.

Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.

Head to Head

In comparing Amazon.com, Inc. and The Walt Disney Company, we see that the Amazon brand family is notably stronger in fulfillment, indulgence, and enhancement, with The Walt Disney Company brands leading in identity and nostalgia. Amazon’s brands are slightly stronger across all stages of Brand Intimacy.

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