Amazon regained its title as the most valuable U.S. brand in an annual ranking published by Brand Finance.

 

Amazon regained its title as the most valuable U.S. brand in an annual ranking published by Brand Finance.  The e-commerce giant retook the top spot despite its brand value falling from $350.3B in last year's ranking to $299.3B this year. Brand valuation consultancy Brand Finance provides an annual ranking of the 50 most valuable brands in the U.S. The consultancy defines brand value as the economic benefit that would be accrued by licensing a brand on the open market. The latest edition saw Amazon retake the top spot from Apple, which lost 16% of its brand value compared to the previous year. Amazon lost 15% of its brand value compared to the 2022 ranking, but its brand still remains 36% more valuable than it was before the pandemic. Tech giants Google and Microsoft and retail giant Walmart rounded out the top five on the list.