CULVER CITY, Calif. — In a year defined by economic uncertainty and shifting consumer priorities, America’s top retailers have cemented their place not just in shopping carts but in the hearts of consumers. According to MarketCast’s 2025 Brand Fandom 50 report, brands like Amazon, Walmart and Costco are among the top 50 brands Americans say they “can’t live without.”
“The strongest brands today aren't just seen or heard; they're felt,” said Ed Trujillo, SVP of Brand Solutions at MarketCast. “Our research shows that the top-performing brands have become part of the fabric of consumers' lives. Whether it's through everyday utility, emotional resonance, or cultural relevance, these brands have embedded themselves in routines, conversations and communities. That's the hallmark of true brand fandom, when a brand stops being a choice and starts being a constant.”
Based on responses from more than 20,000 U.S. adults over three years, the study identifies the companies that spark the deepest emotional connection, customer loyalty, and brand resilience.
Key Findings Include:
- Daily Touchpoints Drive Devotion: Top-ranked brands like Amazon (#1) and Apple (#4) win not just for their products, but for being everywhere—from retail and delivery to devices and entertainment, they are embedded into consumers' daily lives.
- Fandom Equals Business Health: Even amid market pressures, brands with high fandom scores outperform peers on purchase intent, emotional connection, and long-term brand resilience. In fact, two-thirds of brands MarketCast studied experienced revenue shifts in sync with Brand Fandom.
- Love Doesn't Always Mean Trust: Tech brands score high on affection, but some fall short on trust. Amazon is a rare exception—ranking #1 in Fandom with 82% Overall Love and 74% Overall Trust ratings.
- Fandom Can Be Cross-Generational: Chick-fil-A defies demographics, ranking in the Top 50 across every age and income group.
- Retail Preferences Shift by Income: While Walmart ranks #5 overall, high-income households prefer Costco and The Home Depot, showcasing how perceptions of value evolve with spending power.
- Nostalgia, Joy, and Style Still Matter: Oreo (#4 for Fandom among 35-49 year olds with an 83% Overall Love rating), Nintendo (#16 for Fandom among Gen Z with an 82% Overall Love rating), and Levi's (#5 for Fandom among Gen Z and Millennials) prove that emotional resonance and timeless appeal still capture hearts and dollars.
Amazon, ranked #1 overall, stood out for its seamless integration across daily life, from retail and grocery to entertainment and smart devices. Walmart, another retail mainstay, landed at #5, noted for its ubiquity and cross-demographic appeal. While Amazon dominated across trust and love metrics, Walmart stood out for its accessibility and cultural relevance. High-income consumers favored Costco for its perceived value and premium product mix.
“Brands that build fandom aren't just loved, they're resilient,” added Trujillo. “They can better withstand economic shifts, price pressure and rising competition because their fans stick with them through it all. In today's state of economic uncertainty, this has never been more important for brands.”
Top 10 Brands by Fandom in 2025 (All Demographics):
- Amazon
- YouTube
- Apple
- Walmart
- Netflix
- Coca-Cola
- Visa
- Levi's
- Samsung
The 2025 Brand Fandom 50 was powered by MarketCast's Brand Tracking Plus solution, the first measurement framework designed to quantify and diagnose fandom as a driver of brand strength, equity and growth.
Read the full 2025 Brand Fandom 50 and see all featured brands at marketcast.com/brand-fandom-2025.
