Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Amazon Smokes Target in Latest Popularity Poll

New, 2 comments

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

YouGov's annual brand popularity poll is out, and it's got more bad news for brick and mortar retailers. In the discounters category, Amazon handily smoked competitors Target, Kohl's, Costco, and JC Penney.

To come up with the rankings, YouGov conducts more than a million interviews with 5,000 consumers and asks them whether they've heard anything good or bad about brands in the prior two weeks. A score of 100 means all positive responses, while a score of -100 would mean all bad ones.

WWD got early access to the results, which will be officially released today. According to the trade publication, Amazon scored an impressive 36.8 in the discounters category, compared to Target's 31.1, which landed them in second place.

Amazon's score also trumps Victoria's Secret numbers, who earned top honors in the apparel retailers category with a score of 21.4. J.C. Penney narrowly missed first place in that category with a nearly identical score (they were also awarded 21.4 due to rounding); Old Navy was third with a rating of 20.6; Men's Wearhouse came in next at 18.5, and Macy's rounded out the top five with 16.3. Levi's nailed first place in the apparel and footwear category with a solid 25.7.

In other words, 2012 was a very good year for Amazon. But you already knew that.
· Victoria's Secret, Levi's Top Brand Ranking Study [WWD]
· Wow: Target Stores Will Now Match Amazon's Prices [Racked]
· Retail Industry Is Freaking Out Over Threat of Amazon Stores [Racked]