Amazon is the most persuasive brand in America, followed by Walmart (#2), Amazon Prime (#3), Spotify (#4), and Apple (#5), according to a new report from YouGov. The report also finds that famous brands are more persuasive with men, with 30% saying they "only buy the best-known brands" compared to just 20% of women. 

YouGov’s America’s most persuasive brands: 2025 rankings identifies brands across 25+ industries that excel in turning consumer awareness into purchase intent. For each sector, the report identifies two categories of Conversion Masters: 

• Awareness advancers: The brands with the highest ratio of aware consumers who would consider purchasing their products.
• Consideration closers: The brands with the highest ratio of considerers who say they intend to purchase from them when next in-market.

By analyzing nearly 2,000 brands based on 800,000+ surveys, the report identifies 200+ brands that are the most effective at driving consumers down the purchase funnel. 

Notable findings from the report include: 

• Amazon has an 84% Consideration conversion rate and a 77% Purchase Intent conversion rate, the best among all brands for both conversion points 
• Men are 1.5x more likely than women to say they only buy the best known brands (30% vs 20%) 
• 78% of Americans tend to stick to the brand they like regardless of promotions from competing brands 
• Delta Air Lines has the best Consideration conversion rate among airlines (40%) but Southwest has the best Purchase Intent conversion rate (49%) in the industry (Data reflects surveys conducted between March 2024 and February 2025, prior to recent changes from Southwest) 
• Alfa Romeo is the most famous, but least considered Awareness advancer among all brands, with 63% of Americans aware of the car maker but only 2% considering buying one 

“In today’s online marketplace, consumers have a seemingly never-ending list of options no matter what they are looking to buy. This makes the job of brands especially difficult when trying to turn prospective consumers into customers,” said Reuben Staines, Head of Marketing at YouGov America. “While brands like Amazon, Walmart, and Toyota benefit from widespread brand awareness, our report shows that high levels brand awareness don’t ultimately lead to purchase consideration for all brands. Understanding how persuasive your brand is at moving consumers down the funnel is critical to determining future marketing investments.” 

America’s top Consideration closers in their respective industries include: 

• Appliances: Samsung (+14 percentage points [pp] higher than second highest in the industry)
• Cable & streaming: Netflix (+12 pp higher than second highest in the industry)
• Fashion: Apple Watch (+16 pp higher than second highest in the industry)
• Hotels & accommodations: Airbnb (+14 pp higher than second highest in the industry)
• Video game publishers: Nintendo (+12 pp higher than second highest in the industry)

YouGov’s America’s most persuasive brands: 2025 rankings is powered by YouGov BrandIndex, which tracks nearly 2,000 brands daily across 16 key metrics. The rankings looked at Awareness, Purchase Consideration, and Purchase Intent scores from March 1, 2024 through February 28, 2025 to identify the most persuasive brands. Attitudinal data is drawn from YouGov Profiles, an always-on audience intelligence tool. 

YouGov’s report is available for download here.