53
NPS
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Amazon is ranked #2 in Top Brands for MillennialsAwards & Recognition
Amazon is ranked #2 in Top Brands for Millennials
Awards & Recognition
About Amazon's Brand
Amazon.com is an international e-commerce website for consumers, sellers, and content creators. Amazon’s brand is ranked #5 in the list of Global Top 100 Brands, a carefully curated list of recognized brands as rated by customers of Amazon. When compared to other organizations within the Retail industry, Amazon is ranked #2. Among its major competitors, Amazon is ranked in 2nd place for NPS while Costco is 1st, and Google is 3rd. Overall, Amazon has a neutral social sentiment, when analyzing social media channels and online mentions.Their current market cap is $1.64T
Brand at a Glance
90%
Customer Loyalty
4.3/5
Product Quality
4.1/5
Pricing
4.2/5
Customer Service
Amazon CMO
Amazon Ranking
- #5 / 100 in Global Best Brands
- #2 in Top Brands for Millennials
- #3 in Top Brands for Gen Z
- #2 in Retail
- #2 / 4 of its competitors
Amazon NPS
Amazon's Net Promoter Score (NPS) is a 53 with 68% Promoters, 17% Passives, and 15% Detractors. Net Promoter Score tracks whether Amazon's customers would recommend using the product based on a scale of -100 to 100.
Amazon Overall NPS
| 68% | Promoters |
|---|---|
| 17% | Passives |
| 15% | Detractors |
Amazon NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Jun 2021 54 | Jun 2021 | 54 |
Jul 2021 54 | Jul 2021 | 54 |
Aug 2021 54 | Aug 2021 | 54 |
Sep 2021 54 | Sep 2021 | 54 |
Oct 2021 54 | Oct 2021 | 54 |
Nov 2021 52 | Nov 2021 | 52 |
Dec 2021 52 | Dec 2021 | 52 |
Jan 2022 52 | Jan 2022 | 52 |
Feb 2022 52 | Feb 2022 | 52 |
Mar 2022 52 | Mar 2022 | 52 |
Apr 2022 52 | Apr 2022 | 52 |
May 2022 52 | May 2022 | 52 |
How Other Brands Compare
Amazon is ranked second for NPS among its competitors. Costco and Google come in first and third, with Target coming in at #4. Among those competitors, it is the most valued company.
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What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Amazon NPS by Gender
Female customers rated Amazon's NPS 11 points higher than Male customers.
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Male
54
Amazon's NPS was rated 54 by Male customers on Comparably.
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67%
Promoters
20%
Passives
13%
Detractors
Female
65
Amazon's NPS was rated 65 by Female customers on Comparably.
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75%
Promoters
15%
Passives
10%
Detractors
Amazon NPS by Ethnicity
Amazon's NPS was rated the highest by Hispanic or Latino customers, and the lowest by Native American customers.
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-100
-50
0
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100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 66 | Caucasian | 66 |
Hispanic or Latino 74 | Hispanic or Latino | 74 |
African American/Black 61 | African American/Black | 61 |
Asian or Pacific Islander 51 | Asian or Pacific Islander | 51 |
Native American 17 | Native American | 17 |
Other 40 | Other | 40 |
Amazon NPS by Age
Amazon's NPS was rated the highest by customers ages 56-60, and the lowest by customers ages 41-45.
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Amazon NPS by Usage
Amazon's NPS was rated the highest by customers who have used Amazon's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.
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-100
-50
0
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100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year 26 | Less than 1 Year | 26 |
1 to 2 Years 44 | 1 to 2 Years | 44 |
2 to 5 Years 63 | 2 to 5 Years | 63 |
5 to 10 Years 64 | 5 to 10 Years | 64 |
Over 10 Years 65 | Over 10 Years | 65 |
Amazon NPS vs. Competitors
Compared to its competitors, Amazon's NPS is rated right above Google, and is preceded by Costco.
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Amazon NPS vs Companies in Retail
In the Retail industry, Amazon's NPS is rated right above Target, and is preceded by Trader Joe's.
| COMPANY | NPS Score | |
|---|---|---|
| Costco | 59 |
 | REI | 57 |
 | Trader Joe's | 55 |
| Amazon | 53 |
| Target | 49 |
 | American Eagle Outfitters | 49 |
 | Chipotle | 47 |
 | Bath & Body Works | 41 |
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Amazon Customer Reviews
Out of the 312 Amazon customer reviews 270 were positive and 42 were constructive. Amazon customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
All Reviews
Positive Reviews
Constructive Reviews
Amazon Customer Loyalty
90%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
90% of Amazon users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Amazon Customer Loyalty Score by Gender
Female customers rated Amazon's Customer Loyalty score 5% higher than Male customers.
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Male
90%
Yes
Female
95%
Yes
Amazon Customer Loyalty Score by Ethnicity
Amazon's Customer Loyalty score was rated the highest by Caucasian customers, and the lowest by Native American customers.
% who answered "Yes"
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94
out of 100
Caucasian
93
out of 100
Hispanic or Latino
93
out of 100
African American/Black
92
out of 100
Asian or Pacific Islander
84
out of 100
Native American
92
out of 100
Other
Amazon Customer Loyalty Score by Age
Amazon's Customer Loyalty score was rated the highest by customers ages 56-60, and the lowest by customers ages 18-25.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 88% | 18-25 | 88% |
26-30 92% | 26-30 | 92% |
31-35 93% | 31-35 | 93% |
36-40 93% | 36-40 | 93% |
41-45 94% | 41-45 | 94% |
46-50 95% | 46-50 | 95% |
51-55 94% | 51-55 | 94% |
56-60 97% | 56-60 | 97% |
61-65 97% | 61-65 | 97% |
66+ 95% | 66+ | 95% |
Amazon Customer Loyalty Score by Usage
Amazon's Customer Loyalty score was rated the highest by customers who have used Amazon's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Amazon Customer Loyalty Score by Industry
Amazon's Customer Loyalty score was rated the highest by Biotech and Pharmaceuticals industry customers, and the lowest by Venture Capital and Private Equity industry customers.
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Amazon Customer Loyalty vs. Competitors
Compared to its competitors, Amazon's Customer Loyalty score is rated right above Google, and is preceded by Costco.
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Customer Loyalty for Other Retail Brands
In the Retail industry, Amazon's Customer Loyalty score is rated right above REI, and is preceded by Costco.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
| Costco | 91% |
| Amazon | 90% |
| REI | 90% |
| American Eagle Outfitters | 88% |
| Trader Joe's | 87% |
| Bath & Body Works | 86% |
| Target | 85% |
| Chipotle | 77% |
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Amazon Product Quality
4.3/5
Amazon has an overall Product Quality score of 4.3 out of 5 stars rated by its users and customers.
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Amazon Product Information
Amazon serves markets in the United States, Asia, Europe, Japan, Australia, Canada, United Kingdom, Latin America, Germany, Brazil, and Mexico. Amazon supports Web devices and offers products for small, medium, and large sized businesses.
Amazon’s product quality score is a 4.3 out of 5 as rated by its users and customers. Reviewers from the Import and Export industry rated Amazon's product the highest. Reviewers from the Computer Hardware industry rated Amazon the lowest at 4.8.
- Website
- https://www.amazon.com/
- Company Size
- 10,000+ Employees
Industry
Tech
Furniture
AI, Big Data and Analytics
Big Data
Consumer Services
Languages Supported
English
Arabic
Chinese (Traditional)
Dutch
French
German
Indonesian
Portuguese
Spanish
Chinese (Simplified)
Japanese
Turkish
Italian
Korean
Russian
Hebrew
Ukrainian
Czech
Swedish
Polish
Danish
Finnish
Norwegian
Taiwanese
Quick Insights into Amazon Product Quality
Amazon's Product Quality score was rated highest by customers from the Import and Export industry, and rated lowest by customers from the Security and Investigations industry.
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Ranked Amazon Product Quality the Highest
Ranked Amazon Product Quality the Lowest
Amazon Product Quality Score by Gender
Female customers rated Amazon's Product Quality score 0.1 stars higher than Male customers.
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Male
4.3/5
Female
4.4/5
Amazon Product Quality Score by Ethnicity
Amazon's Product Quality score was rated the highest by African American/Black customers, and the lowest by Native American customers.
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| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 4.4 | Caucasian | 4.4 |
Hispanic or Latino 4.4 | Hispanic or Latino | 4.4 |
African American/Black 4.4 | African American/Black | 4.4 |
Asian or Pacific Islander 4.2 | Asian or Pacific Islander | 4.2 |
Native American 3.5 | Native American | 3.5 |
Other 4.2 | Other | 4.2 |
Amazon Product Quality Score by Age
Amazon's Product Quality score was rated the highest by customers ages 46-50, and the lowest by customers ages 51-55.
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| Summary | Age | Score |
|---|---|---|
18-25 4.3 | 18-25 | 4.3 |
26-30 4.3 | 26-30 | 4.3 |
31-35 4.4 | 31-35 | 4.4 |
36-40 4.4 | 36-40 | 4.4 |
41-45 4.4 | 41-45 | 4.4 |
46-50 4.5 | 46-50 | 4.5 |
51-55 4.3 | 51-55 | 4.3 |
56-60 4.5 | 56-60 | 4.5 |
61-65 4.4 | 61-65 | 4.4 |
66+ 4.4 | 66+ | 4.4 |
Amazon Product Quality Score by Usage
Amazon's Product Quality score was rated the highest by customers who have used Amazon's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Amazon Product Quality Score by Industry
Amazon's Product Quality score was rated the highest by Import and Export industry customers, and the lowest by Security and Investigations industry customers.
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Amazon Product Quality vs. Competitors
Compared to its competitors, Amazon's Product Quality score is rated right above Google, and is preceded by Target.
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Product Quality for Other Retail Brands
In the Retail industry, Amazon's Product Quality score is rated right above American Eagle Outfitters, and is preceded by Chipotle.
| COMPANY | Product Quality Score | |
|---|---|---|
| Costco | 4.4/5 |
| REI | 4.4/5 |
| Target | 4.3/5 |
| Trader Joe's | 4.3/5 |
| Chipotle | 4.3/5 |
| Amazon | 4.3/5 |
| American Eagle Outfitters | 4.2/5 |
| Bath & Body Works | 4.1/5 |
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Amazon Pricing
Amazon ROI & Value For Money
4.1/5
Amazon has a value for money and ROI score of 4.1 out of 5 stars rated by its users and customers.
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Amazon Pricing Plans
Amazon has a pricing structure that accommodates small, medium, and large businesses. Starting from $0.01/month, Amazon uses a subscription model.
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Computer Hardware industry. The users from the Furniture industry think that they had the lowest ROI from Amazon.
Who Uses Amazon?
Small Businesses
Medium Businesses
Large Enterprises
Quick Insights into Amazon ROI
Amazon's ROI score was rated highest by customers from the Computer Hardware industry, and rated lowest by customers from the Mechanical, Civil or Industrial Engineering industry.
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Ranked Amazon ROI the Highest
Ranked Amazon ROI the Lowest
Amazon ROI Score by Gender
Female customers rated Amazon's ROI score 0.2 stars higher than Male customers.
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Male
4.1/5
Female
4.3/5
Amazon ROI Score by Ethnicity
Amazon's ROI score was rated the highest by African American/Black customers, and the lowest by Native American customers.
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| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 4.2 | Caucasian | 4.2 |
Hispanic or Latino 4.3 | Hispanic or Latino | 4.3 |
African American/Black 4.3 | African American/Black | 4.3 |
Asian or Pacific Islander 4.1 | Asian or Pacific Islander | 4.1 |
Native American 3.6 | Native American | 3.6 |
Other 3.9 | Other | 3.9 |
Amazon ROI Score by Age
Amazon's ROI score was rated the highest by customers ages 56-60, and the lowest by customers ages 26-30.
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| Summary | Age | Score |
|---|---|---|
18-25 4.1 | 18-25 | 4.1 |
26-30 4.1 | 26-30 | 4.1 |
31-35 4.3 | 31-35 | 4.3 |
36-40 4.2 | 36-40 | 4.2 |
41-45 4.2 | 41-45 | 4.2 |
46-50 4.3 | 46-50 | 4.3 |
51-55 4.3 | 51-55 | 4.3 |
56-60 4.4 | 56-60 | 4.4 |
61-65 4.2 | 61-65 | 4.2 |
66+ 4.3 | 66+ | 4.3 |
Amazon ROI Score by Usage
Amazon's ROI score was rated the highest by customers who have used Amazon's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Amazon ROI Score by Industry
Amazon's ROI score was rated the highest by Computer Hardware industry customers, and the lowest by Mechanical, Civil or Industrial Engineering industry customers.
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Amazon Pricing vs. Competitors
Compared to its competitors, Amazon's ROI score is rated right above Google, and is preceded by Costco.
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ROI for Other Retail Brands
In the Retail industry, Amazon's ROI score is rated right above REI, and is preceded by Trader Joe's.
| COMPANY | Pricing Score | |
|---|---|---|
| Costco | 4.3/5 |
| Trader Joe's | 4.2/5 |
| Amazon | 4.1/5 |
| REI | 4.1/5 |
| Target | 4.1/5 |
| Chipotle | 4/5 |
| American Eagle Outfitters | 3.9/5 |
| Bath & Body Works | 3.7/5 |
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Amazon Customer Service
4.2/5
Amazon has an overall Customer Service score of 4.2 out of 5 stars rated by its users and customers.
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About Amazon's Customer Service
Address
345 Boren Ave N, Seattle, WA 98109
Website
https://www.amazon.com/
Phone Number
206-266-1000
Amazon's Social Links
Quick Insights into Amazon Customer Service
Amazon's Customer Service score was rated highest by customers from the Computer Hardware industry, and rated lowest by customers from the Security and Investigations industry.
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Ranked Amazon Customer Service the Highest
Ranked Amazon Customer Service the Lowest
Amazon Customer Service Score by Gender
Female customers rated Amazon's Customer Service score 0.2 stars higher than Male customers.
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Male
4.2/5
Female
4.4/5
Amazon Customer Service Score by Ethnicity
Amazon's Customer Service score was rated the highest by African American/Black customers, and the lowest by Native American customers.
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| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 4.3 | Caucasian | 4.3 |
Hispanic or Latino 4.4 | Hispanic or Latino | 4.4 |
African American/Black 4.4 | African American/Black | 4.4 |
Asian or Pacific Islander 4.3 | Asian or Pacific Islander | 4.3 |
Native American 3.9 | Native American | 3.9 |
Other 4.1 | Other | 4.1 |
Amazon Customer Service Score by Age
Amazon's Customer Service score was rated the highest by customers ages 56-60, and the lowest by customers ages 61-65.
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| Summary | Age | Customer Service Score |
|---|---|---|
18-25 4.2 | 18-25 | 4.2 |
26-30 4.2 | 26-30 | 4.2 |
31-35 4.3 | 31-35 | 4.3 |
36-40 4.3 | 36-40 | 4.3 |
41-45 4.3 | 41-45 | 4.3 |
46-50 4.3 | 46-50 | 4.3 |
51-55 4.3 | 51-55 | 4.3 |
56-60 4.5 | 56-60 | 4.5 |
61-65 4.2 | 61-65 | 4.2 |
66+ 4.5 | 66+ | 4.5 |
Amazon Customer Service Score by Usage
Amazon's Customer Service score was rated the highest by customers who have used Amazon's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Amazon Customer Service Score by Industry
Amazon's Customer Service score was rated the highest by Computer Hardware industry customers, and the lowest by Security and Investigations industry customers.
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Amazon Customer Service vs. Competitors
Compared to its competitors, Amazon's Customer Service score is rated right above Target, and is preceded by Costco.
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Customer Service for Other Retail Brands
In the Retail industry, Amazon's Customer Service score is rated right above Chipotle, and is preceded by Trader Joe's.
| COMPANY | Customer Service Score | |
|---|---|---|
| REI | 4.4/5 |
| Costco | 4.3/5 |
| Trader Joe's | 4.3/5 |
| Amazon | 4.2/5 |
| Chipotle | 4.2/5 |
| Target | 4.2/5 |
| American Eagle Outfitters | 4.1/5 |
| Bath & Body Works | 3.9/5 |
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Amazon as an Employer
4.5/5
Amazon has a 4.5/5 stars for its overall company culture rated by their employees
top
20%
Consumer vs. Employees
Amazon scored a 53 for Net Promoter Score and a 15 for Employee Net Promoter Score. NPS gauges how likely a customer of Amazon would recommend the brand to a friend. ENPS measures how likely Amazon employees would recommend working at Amazon to a friend.
Net Promoter Score
53
NPS Score
| 68% | Promoters |
|---|---|
| 17% | Passive |
| 15% | Detractors |
Employee Net Promoter Score
15
eNPS Score
| 45% | Promoters |
|---|---|
| 25% | Passive |
| 30% | Detractors |
Global Ranking Snapshot
Amazon is ranked #5 in the Global Top 100 Brands. It ranks just behind Chick-fil-A and just ahead of Apple.
Retail Ranking Snapshot
Amazon is ranked #2 in the Retail Industry. It ranks just behind Costco and just ahead of Target.
| RANK | COMPANY | Location | |
|---|---|---|---|
1 | | Costco | Seattle, WA |
2 | | Amazon | Seattle, WA |
3 | | Target | Minneapolis, MN |
4 | | Trader Joe's | Monrovia, CA |
5 | | REI | Seattle, WA |
6 | | American Eagle Outfitters | Pittsburgh, PA |
7 | | Bath & Body Works | Reynoldsburg, OH |
Popular Brands in the Industry
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