According to Brand Finance’s newly released Retail 100 report, Amazon has once again secured its 1st position among the most valuable retail brands 2025. The brand tops the ranking for the tenth consecutive year. Valued at $356.4 billion in 2025, Amazon alone accounts for over a quarter of the total value of the top 100 global retail brands. It is followed by Walmart at $137.2 billion, the fastest-growing brand in the top 10 with a 42% increase in value. German brands Lidl and Aldi also made it into the top ten.
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German retailers: Lidl and Aldi stay strong in top 10
Germany has firmly planted its flag among the world’s retail elite. Lidl and Aldi Süd rank 9th and 10th respectively in the most valuable retail brands list according to Retail 100 report by Brand Finance, with brand values of $18.0 billion and $16.8 billion.
Though they don’t feature among the top 10 strongest brands globally, their enduring value underscores Germany’s robust presence in global retail. Both brands continue to benefit from their reputation for quality, affordability, and efficient operations across Europe and beyond.
China’s surge: JD.com and Meituan lead growth
China is making major waves in both brand value and strength:
- JD.com climbed to 8th place among the most valuable brands with $18.8 billion, and now ranks 2nd strongest brand globally with a BSI score of 92.3.
- Meituan, another digital commerce giant, surged by 37% in brand value to $11.7 billion, landing it at 4th place among the strongest brands with a BSI of 90.5.
These results reflect China’s rapidly evolving e-commerce landscape and its growing influence on global consumer behavior.
ICA: Sweden’s unexpected leader in brand strength
The biggest surprise in brand strength rankings comes from Sweden’s ICA, which claimed the #1 spot as the world’s strongest retail brand in 2025. With a BSI score of 93.2, ICA’s rise is attributed to exceptional scores in “meets my needs” and “brand I know well,” particularly among domestic consumers.
Related topics to most valuable retail brands 2025:
- Europe top 1000 retailers, DTC brands, and marketplaces [The RetailX 360° Report]
- Most visited retail websites in Germany 2025
Methodology: How Brand Finance measures value and strength
Brand Finance uses the Royalty relief method to determine brand value – estimating the hypothetical royalties a company would pay if it didn’t own the brand. This involves analyzing:
- Brand Strength Index (BSI) – based on marketing investment, customer perception, and business performance.
- Royalty rate estimates – drawn from licensing agreements.
- Revenue projections – applying the calculated rate to expected future revenues.
- Discounted brand revenues – arriving at a final brand valuation.
Brand strength itself is a more nuanced measure, reflecting consumer familiarity, loyalty, and perception. It’s scored out of 100 and informs brand ratings akin to credit ratings.
Conclusion: Amazon’s reign faces new challenges
While Amazon remains an unrivaled giant in terms of brand value, emerging competition from Europe and Asia – notably JD.com, ICA, Lidl, and Aldi – suggests that the landscape is shifting.
As digital transformation reshapes global commerce, brand strength and consumer trust are becoming just as critical as financial metrics, and the brands adapting fastest to these changes will define the next era of retail dominance.
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