News

Amazon most intimate brand, reveals new research

When it comes to brand intimacy Amazon is leading the pack.

November 25, 2015

When it comes to brand intimacy Amazon is leading the pack as the online commerce leader has proven successful in creating relationships between its brand and its customers.

Brand intimacy is defined as creating an essential relationship between a person and a company across usage, purchase and loyalty aspects.

"Amazon is one of the most powerful brands in our rankings, yet quite unique. Most people don’t think of emotions and warm and fuzzy feelings with Amazon; however, it delivers confidence and exceeds customer expectations. People connect with the brand," stated Mario Natarelli, managing partner at MBLM, which recently released its Brand Intimacy 2015 report. "It has created a powerful relationship with its customers, and we expect Amazon to continue to be dominant this holiday season," said Natarelli.

Also in the top 10 are Sephora, Target, Costco, Starbucks, Whole Foods, Pizza Hut, Nordstrom, eBay and Chipotle.

The report also noted Amazon as the top ranking brand for millennial shoppers and consumers in the income bracket of $35,000 to $75,000.

"Among retailers, Amazon achieved the highest rate of fulfillment, a key category archetype, defined as exceeding expectations, delivering superior service, quality and efficacy. As online retail pioneers, Amazon delivers fulfillment from simultaneously tinkering narrowly around every pixel of the customer journey to broadly expanding the ecosystem of influence and boundaries of what one can buy and ship to their door effortlessly," states the report.

According to the report, intimate brands create enhanced business performance and top intimate brands outperform major financial indices in profit growth and revenue growth over the past decade.