This Is Officially the Most Valuable Brand in the World


(Image credit: The Style Stalker)

Quick: Think of the biggest, buzziest companies in the world. What comes to mind? Surely, tech giants like Google, Apple, and Facebook are at the top of everyone's list—and rightly so. But as it turns out, only one company is officially the world's most valuable: Amazon

WWD reported on a new study conducted by Brand Finance, an independent business valuation and strategy consultancy, which just released its annual list of the 500 most valuable brands in the world. The retail powerhouse scored the number one spot, beating out Apple and Google in the second and third spots, respectively. Per the report, Amazon's valuation is $150.8 billion, which marks a whopping 42% leap from last year. Now that's impressive. 

So what does "brand value" mean, exactly? Researchers explained to WWD: "Brand Finance calculates brand value using the royalty relief methodology, which determines the value a company would be willing to pay to license its brand as if it did not own it." 

Meanwhile, Nike nabbed spot 40 spot on the list, while Zara's $17.4 billion valuation placed it at 92 overall. Head over to WWD for the full scoop, and read on to shop our favorite thing to buy on Amazon: sneakers. 

What We're Buying From Amazon

Associate Director, Fashion News

Erin got her start as a Who What Wear intern over 13 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.