{"@context":"https://schema.org","@type":"NewsArticle","contentId":"0000017a-09ab-de75-ab7e-6bab620b0002","url":"https://www.aboutamazon.co.uk/news/company-news/opiniums-most-connected-brands-index-ranks-amazon-top-for-fourth-consecutive-year","headline":"Opinium’s Most Connected Brands Index ranks Amazon top for fourth consecutive year","description":"The Most Connected Brands Index is the only ranking of its kind to be compiled exclusively from consumer feedback.","datePublished":"2021-06-14T10:52:43.565Z","dateModified":"2021-06-14T10:52:43.565Z","author":[{"@type":"Person","name":"Amazon staff"}],"image":{"@type":"ImageObject","url":"https://assets.aboutamazon.com/dims4/default/e140062/2147483647/strip/true/crop/1620x1080+0+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fe8%2F77%2F2b341688496895e7e437c7e61273%2Fopinium-most-connected-brand-2021.png","width":"300","height":"200"},"articleBody":"![amazon most connected brand opinium 2021](https://assets.aboutamazon.com/dims4/default/e140062/2147483647/strip/true/crop/1620x1080+0+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fe8%2F77%2F2b341688496895e7e437c7e61273%2Fopinium-most-connected-brand-2021.png)\n\n# Opinium’s Most Connected Brands Index ranks Amazon top for fourth consecutive year\n\n*The Most Connected Brands Index is the only ranking of its kind to be compiled exclusively from consumer feedback.*\n\n[Opinium’s Most Connected Brands Index](https://www.opinium.com/most-connected-brands-uk-2021/), surveying thousands of consumers to identify the brands that matter most to consumers, has ranked Amazon the UK’s most connected brand for the fourth consecutive year.\n\nAt Amazon, Customer Obsession is one of our [14 Leadership Principles](https://www.aboutamazon.co.uk/working-at-amazon/our-culture/our-leadership-principles) – and arguably the most important. We are always striving to innovate on behalf of our customers and provide an experience that offers ease and flexibility of services, so we are delighted to be recognised by consumers for building meaningful connections while continuing to offer low prices, vast selection and fast delivery.\n\nTo compile the annual ranking, this year Opinium interviewed 6,000 consumers, collated 5,514 spontaneous brand mentions, and facilitated 46,256 brand reviews.\n\nThe Index focuses on identifying the brands, “that have succeeded in becoming indispensable to consumers’ daily lives.” The ranking is decided on a combination of four brand measures – prominence, distinction, emotion and dynamism – which are weighted together to produce a summary of a brand’s ability to connect with people.\n\nThis year, Amazon ranked first in the Index’s ‘Prominence’ metric, which reflects the brand’s presence in our day-to-day lives.\n\nAmazon ranked top in the ‘Distinction’ metric, a measure of the brand’s “unique identity and ability to set trends.” The report highlights Amazon’s role in supporting customers across the UK during a challenging year\n\n.\n\nIn the ‘Dynamism’ metric, a measure of brands’ ability to “adapt quickly to meet the needs of consumers”, Amazon ranked second with the report crediting, “Amazon’s employees across the UK kept the deliveries coming whilst the nation locked down.”\n\nJohn Boumphrey, UK Country Manager for Amazon, said: “This recognition from consumers as the ‘most connected brand’ in the UK for the fourth consecutive year is a testament to the thousands of Amazon employees across the UK who are focused on raising the bar every day for our customers.”\n\nAmazon continues to invest across the UK– including the [creation of 10,000 new permanent jobs in 2021](https://blog.aboutamazon.co.uk/jobs-and-investment/amazon-announces-10-000-uk-jobs-and-10-million-training-investment) and a £10 million investment over three years to grow the skills and employability of British workers.\n\n**Read the report in full: [Opinium’s Most Connected Brands Index 2021](https://www.opinium.com/most-connected-brands-uk-2021/)**","publisher":{"@type":"Organization","name":"About Amazon","url":"https://www.aboutamazon.com","sameAs":["https://x.com/amazonnews","https://www.linkedin.com/company/amazon","https://www.instagram.com/amazonnews"],"logo":{"@type":"ImageObject","url":"https://assets.aboutamazon.com/bd/8f/88e7b0314cc2bd05b9de3155a0fe/amazon-news.svg"},"parentOrganization":{"@type":"Organization","name":"Amazon","url":"https://www.amazon.com","sameAs":["https://www.wikidata.org/wiki/Q3884","https://en.wikipedia.org/wiki/Amazon_(company)","https://x.com/Amazon"]}}}