Amazon tops Brand Keys’ Loyalty Leaders list for 2025, although ChatGPT and Walmart placements demonstrated some interesting marketplace dynamics.
The consultant and researcher had Amazon in second place in the 2024 list, but the company replaced Apple in the number-one slot this year. Apple fell to number four year over year. Google and Microsoft came in numbers two and three, respectively, in the current year with Coca-Cola at number five.
ChatGPT soared up the list in 2025, to eight, after coming in at 40 last year, just behind Samsung and Paramount+ but ahead of TikTok, which fell from number three to nine, and Levis Straus at number 10.
Walmart.com came in 18th, up from 27th in 2024.
Other retailers in the Top 50 loyalty listing were Trader Joe’s, at 21, down from 13; Home Depot, at 23, down from 15; Zappos, at 41, down from 36; eBay, at 4, down from 28; Zara at 43, up from 51; Whole Foods, at 48, down from 37; and Dick’s at 49, down from 41.
Brand Keys breaks out various elements within organizations and rates them separately. With that, walmart.com separately made the Top 50. Amazon had three entries in the Top 50. The online retail organization was at the pinnacle with its number-one ranking, while Amazon Streaming came in at 31, down from 16, and Amazon Tablets, was at 34, unchanged year-over year, indicating how deeply embedded the overall company is into consumer culture.
Other retailers among the 100 generating the most loyalty were Old Navy, at 53, down from 52 year over year; Costco, at 56, up from 57; Dollar Tree, at 63, up from 69; Sam’s Club, at 65, up from 73; T.J. Maxx, at 69, down from 54; CVS at 72, down from 58; and Macy’s at 100, down from 88.
The presence of two Walmart operations, one digital and the other Sam’s warehouse club, suggests the retailer’s multi-faceted approach to retail has given it a greater standing with consumers.
