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According to WPP and Kantar’s second annual report, Amazon is by far the biggest retail brand in the world. With a brand value of $315.5 billion, Amazon accounts for nearly a quarter of the combined value of the top 75 brands, edging out second-placed Alibaba by nearly $200 million.

David Roth, CEO of The Store WPP EMEA and Asia and Chairman of BrandZ explains: “We are entering the third era of digital retail as human rhythms meet algorithms enabling retailing to be much more digital but appear more human. This year’s rankings also signal the increasing importance of Chinese retailers in online and mobile commerce indicated by Alibaba’s rise to the number two position.”