Marketing
Amazon, Google, Microsoft lead loyalty leaders ranking
October 16, 2025
Amazon, Google and Microsoft are the top three brands, respectively, leading the Brand Keys Loyalty Leaders List which ranks the top 100 brands when it comes to creating customer loyalty.
"A combination of generative AI, always-on CX, and brand experiences that consumers actually want is defining this year's loyalty winners," Robert Passikoff, founder and president of Brand Keys Inc., said in a press release on the list. Brand Keys is a New York-based loyalty and engagement research firm that conducts the annual survey.
AI is fast becoming the most important bridge across the loyalty gap, according to the release.
"Instead of static loyalty programs or simple points systems, AI will enable dynamic, adaptive loyalty experiences — anticipating shifts in mood, context, or life stage and responding in ways that make customers feel recognized at a near-human level," Passikoff said in the release.
ChatGPT landed in eighth place and Levi Strauss placed tenth on the list. Walmart came in eighteenth.
This year saw no new entrants to the Top 100 brands.
"Consumers are doubling down on brands that continuously meet their rising expectations," Passikoff said in the release. "When that happens, loyalty doesn't just rise – it accelerates."
