Amazon is most ‘persuasive' brand in U.S., according to YouGov report
An online giant is the most "persuasive" brand in America.
Amazon took the top spot in YouGov’s “America’s most persuasive brands: 2025 rankings,” followed by Walmart, Amazon Prime, Spotify and Apple. The YouGov rankings identify brands across 25-plus industries that excel in turning consumer awareness into purchase intent.
For each sector, the report identifies two categories of “conversion masters,” including “awareness advancers” (brands with the highest ratio of aware consumers who would consider purchasing their products) and “consideration closers,” (brands with the highest ratio of considerers who say they intend to purchase from them when next in-market).
Amazon has an 84% consideration conversion rate and a 77% purchase intent conversion rate, the best among all brands for both conversion points, the report noted.
Other findings from the report include:
- Men are more likely than women to say they only buy the best-known brands (30% vs 20%).
- Compared to their competitors, Amazon, Walmart and Toyota most successfully move Americans from awareness to consideration.
- The majority (78%) of Americans tend to stick to the brand they like regardless of promotions from competing brands.
“In today’s online marketplace, consumers have a seemingly never-ending list of options no matter what they are looking to buy,” said Reuben Staines, head of marketing at YouGov America. “While brands like Amazon, Walmart, and Toyota benefit from widespread brand awareness, our report shows that high levels brand awareness don’t ultimately lead to purchase consideration for all brands. Understanding how persuasive your brand is at moving consumers down the funnel is critical to determining future marketing investments.”
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YouGov’s “America’s most persuasive brands: 2025 rankings” is powered by BrandIndex, which tracks nearly 2,000 brands daily across 16 key metrics. The rankings looked at awareness, purchase consideration, and purchase intent scores from March 1, 2024 through February 28, 2025 to identify the most persuasive brands.
