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Amazon: putting UX at the heart of shopping

For the third consecutive year, we have drawn on the responses of more than 200,000 consumers to compile a list of the Top 100 Most Loved Brands of 2023 – and who do you think came out on top?

Will Blackett EVP, Consumer 11/07/2023
We recently launched BrandVue’s Most Loved Brands 2023, a report that recognises and celebrates the brands that have forged the most emotional, and meaningful connections with consumers across the UK.

For the third consecutive year, we have drawn on the responses of more than 200,000 consumers to compile a list of the Top 100 Most Loved Brands of 2023 – and who do you think came out on top?

Perhaps unsurprisingly, Amazon took the No. 1 spot as this year’s Most Loved Brand – up from 3rd place in 2022!

It received particularly strong Brand Love scores among the 35-59s, a demographic with lots to do and little time to lose. Naturally, Amazon’s high Brand Love scores have translated into high sales volumes. It achieved a 30% compound annual growth rate (CAGR) in the UK last year- the highest out of all its markets.

When you want to buy something quickly and easily, it’s hard to beat Amazon with its one-click ordering, next-day delivery services, accessible customer service and fast returns. What’s more, its ability to offer low prices no doubt lends Amazon the competitive edge it needs to thrive during a period of high inflation.

But what’s the real secret to Amazon’s amazing success?

In the last 25 years, it has transformed from its origins as an online book marketplace, into an e-commerce Everything Store. Yet this success comes from more than just a wide product range – it is thanks to an exceptional user experience (UX) that Amazon is succeeding.

Amazon has become an undisputed leader in shopping technology. Its sophisticated, accurate algorithms provide personalised recommendations that make it easy to find items you’re likely to love.

What’s interesting is that the Amazon store layout has stayed relatively consistent over time. This has allowed customers to familiarise themselves to such an extent that navigating the purchase journey has essentially become muscle memory, and little to no thought is required when making a purchase.

For the many not the few

A user-friendly interface helps Amazon accommodate a wide range of consumers, be it young, old, tech-savvy or not.

Having a mass appeal is the bedrock of being a market leader –therefore it is critical that brands get this right.

Its multi-channel customer service engine is a prime example of how the brand accommodates a variety of consumers. For those who prefer speaking with an agent on the phone, there’s a telephone helpline. For the young and fast paced Gen Z, who want fast-access and instant information, there’s a 24-hour instant chatbot available to assist with all customer queries.

We also see these efforts of mass appeal reflected in its extensive product and services range. Audible, Kindle, Amazon Music, Twitch, and Alexa Home – to name just a few – are prime examples of how the tech giant panders to all consumer needs and preferences – whether it’s reading a book, needing a virtual assistant in the home, or binging on back-to-back box sets.

In fact, Prime Video is one of the UK’s most popular streaming services, ranking #9 in our league table, up a staggering 40 places since our first report back in 2021 (#49).

Interestingly, most of the so-called Big Tech companies appear in our Top 10.

This year’s #3 is Netflix, our 2021 Most Loved Brand, praised at the time for making streaming user-friendly and accessible to all age groups. Apple – with its beautifully simple user interface on smartphones, tablets, watches, and other devices – sits at #4.

Alphabet subsidiary YouTube, at #6, is the Most Loved Brand amongst men and 16-24s, while Google also features at #8. Meta-owned WhatsApp has risen through our rankings in recent years, up to #7 this year from #33 in 2021.

Why are these brands so beloved? They facilitate a more convenient lifestyle, at a competitive cost, through intuitive and easy-to-use products or services. Whether you love them or not, there’s plenty to learn from Amazon and other innovative players in the tech sector.


With expert analysis and observation throughout, our latest report dives deep into the meaning of Brand Love, offering valuable insight into a host of emerging trends – from the rise of nostalgia marketing to the brands that made it into Gen Z’s top 10.

Download your free copy below to find out more…

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