Amazon Overtakes Apple, Google as the World's Most Valuable Brand

Amazon has overtaken Apple and Google and is now the world's most valuable brand, according to a newly released list ranking global brand values.

Amazon the Most Valuable Brand in the World

In a new report from CNBC, Jess Bezos' Amazon has risen to overtake Apple and Google as the most valuable brand in the world, at $315.5 billion according to the newly released BrandZ Top 100 Most Valuable Global Brand ranking 2019, produced by the research firm Kantar. Apple now ranks second at $309.5 billion, and Google comes in third at $309 billion. Apple and Google have spent the past 12 years trading places at the very top of the list, with Google being the most valuable brand of 2018.

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"Amazon’s phenomenal brand value growth of almost $108 billion in the last year demonstrates how brands are now less anchored to individual categories and regions," Kantar's global head of BrandZ, Doreen Wang, told CNBC in an emailed statement. "The boundaries are blurring as technology fluency allow [sic] brands, such as Amazon, Google and Alibaba, to offer a range of services across multiple consumer touchpoints."