Amazon has become one of the largest online marketplaces, offering an extensive range of products across categories and making it easy for consumers to find everything from high-end electronics to everyday essentials. Within this massive marketplace, certain brands stand out by generating high sales and building strong consumer loyalty. Many of the top brands originate from or have strong connections to China, reflecting the global reach of Amazon's marketplace.
Below, you’ll learn about the 10 largest Amazon vendor brands, each excelling in a unique category and contributing to Amazon’s reputation as a one-stop shop for quality products.
Primary Subcategory: The primary subcategory by estimated 30-day sales revenue.
Estimated Monthly Revenue: The sum of the estimated 30-day revenue for all products in the brand.
Average Price: The average price for all products in this brand.
Brand Score: The composite score created by SmartScout to grade all brands from 0 to 10.
The data is drawn from Amazon sales figures and third-party sources to ensure accuracy. This report highlights the largest brands on Amazon, including those with significant presence from China.
Introduction to Amazon’s Largest Brands
Amazon stands as the world’s largest online marketplace, connecting millions of shoppers with a diverse mix of brands and products. The platform’s top brands have achieved remarkable sales growth and carved out substantial market share, making them leaders in their respective categories. These brands are a testament to the effectiveness of Amazon’s marketplace, consistently offering quality products that meet the evolving needs of consumers.
By maximizing their visibility and leveraging Amazon’s vast reach, these top brands have become the go-to choice for shoppers seeking both value and reliability. Their ability to adapt, innovate, and maintain a strong presence on Amazon highlights the dynamic nature of the marketplace and the opportunities it offers for continued growth and success.
Market Share Analysis
A closer look at the market share of Amazon’s leading brands reveals the strategies that set them apart. Brands such as Apple, Samsung, and HP have maintained a commanding presence in their categories, driven by consistent sales growth and a reputation for high-quality products. Apple’s renewed smartphones, for example, have captured a significant share of the marketplace, while Samsung and HP continue to attract customers with their competitive pricing and innovative offerings.
The average price points of these brands reflect their commitment to delivering value, whether through premium devices or accessible technology. By analyzing the market share and revenue trends of these top brands, we gain valuable insights into what drives their popularity and how they continue to outperform competitors in a rapidly evolving market.
1. Apple – Renewed Smartphones
- Monthly Revenue: $337 million
- Average Price: $540.72
- Brand Score: 7.4
Apple, founded in 1976, dominates the Amazon marketplace as the leading vendor brand. Known for its premium-quality products and loyal customer base, Apple’s “renewed” or refurbished smartphones are particularly popular, offering a more affordable entry point into the Apple ecosystem.
With an impressive monthly revenue exceeding $337 million, Apple's performance can be compared to other top brands to highlight its dominance. Apple's market share and sales growth are calculated using comprehensive sales data, demonstrating the persistent demand for iPhones and other renewed devices.
2. Samsung – Renewed Smartphones
- Monthly Revenue: $179.97 million
- Average Price: $782.88
- Brand Score: 6.9
Samsung, founded in 1938, has built a legacy as a global technology leader.
Another tech giant, Samsung, follows closely in Apple’s footsteps. Samsung’s renewed smartphones, often seen as premium alternatives in the Android space, are also in high demand on Amazon. Samsung is consistently recognized as one of the top performing brands on Amazon. While the average price of Samsung’s devices is higher than Apple’s, they still generate nearly $180 million in monthly revenue, with these sales figures reflecting performance through July of the current year, underscoring Samsung’s significant presence in the marketplace.
3. HP – Traditional Laptop Computers
- Monthly Revenue: $168.21 million
- Average Price: $779.18
- Brand Score: 7.6
In the traditional laptop computer category, HP stands out with monthly revenue around $168 million.
Founded in 1939, HP has a long history of innovation and credibility in the tech industry. Known for delivering reliable and durable laptops, HP has maintained a steady brand score and strong consumer interest, particularly among budget-conscious buyers looking for powerful yet affordable laptops. HP also collaborates with major retailers to expand its reach on Amazon, ensuring wide distribution and accessibility for customers.
4. Ring – Home Security Systems
- Monthly Revenue: $118.43 million
- Average Price: $168.82
- Brand Score: 8.0
With smart home devices becoming increasingly popular, Ring has emerged as a top vendor on Amazon. Founded in 2013, Ring quickly rose to prominence in the smart home industry. Specializing in home security systems, Ring generates over $118 million per month. Its strong brand score of 8.0 highlights consumer trust and satisfaction in the brand’s security solutions, including video doorbells, cameras, and alarm systems.
Ring faces challenges in maintaining consumer trust, managing its distribution channels, and staying ahead in a highly competitive home security market.
5. LEGO – Toy Building Sets
- Monthly Revenue: $70.5 million
- Average Price: $72.28
- Brand Score: 6.6
LEGO’s toy building sets have been a favorite for generations and continue to be a major seller on Amazon. Founded in 1932, LEGO’s long legacy and heritage contribute to its credibility and enduring popularity. With nearly $71 million in monthly revenue, LEGO appeals to a broad demographic, from children to adult fans who enjoy intricate building sets.
LEGO maintains depth in its product assortment by curating a focused range of hero SKUs and offering varied building set themes, ensuring strong visibility and brand control without diluting performance. The brand’s moderate price point and unique products contribute to its strong performance in the toy category.
6. DEWALT – Power Tool Combo Kits
- Monthly Revenue: $65.5 million
- Average Price: $104.49
- Brand Score: 6.3
In the tools and home improvement sector, DEWALT stands out as a leader with its power tool combo kits. The brand generates over $65 million in monthly revenue, appealing to both DIY enthusiasts and professionals. Known for its durable and reliable tools, DEWALT maintains a solid position in Amazon’s marketplace as a go-to brand for quality power tools.
7. Levi's – Men’s Jeans
- Monthly Revenue: $65.07 million
- Average Price: $49.53
- Brand Score: 7.1
Levi’s, the iconic denim brand, was founded in 1853, giving it a rich heritage and longstanding reputation in the apparel industry. Generating around $65 million in monthly revenue, Levi’s remains a top choice for quality denim at a reasonable price. Its brand score of 7.1 reflects high consumer loyalty and satisfaction with the fit, comfort, and style that Levi’s jeans are known for.
Levi’s demonstrates flexibility by consistently adapting to changing fashion trends and evolving consumer preferences, ensuring its continued relevance and success in the competitive apparel market.
8. Sony – Over-Ear Headphones
- Monthly Revenue: $62.05 million
- Average Price: $606.05
- Brand Score: 5.3
Sony, founded in 1946, has a longstanding presence in the electronics industry.
Sony’s over-ear headphones, known for high-quality sound and advanced noise-canceling features, secure a spot on this list with approximately $62 million in monthly revenue. Although the brand score is comparatively lower at 5.3, Sony’s headphones remain popular due to their premium features, targeting audiophiles and tech enthusiasts willing to invest in high-end audio gear. To maximize sales and visibility, Sony leverages premium product features and targeted marketing strategies.
9. ASUS – Traditional Laptop Computers
- Monthly Revenue: $61.31 million
- Average Price: $1,092.56
- Brand Score: 7.9
ASUS, founded in 1989, has established its reputation in computing as another leader in the laptop computer category. Focusing on high-performance devices often favored by gamers and professionals, ASUS garners over $61 million in monthly revenue, showcasing its appeal to buyers seeking powerful and reliable laptops.
ASUS leverages data analytics to analyze market trends, sales performance, and customer feedback, allowing the brand to optimize its product offerings and stay competitive on Amazon.
10. Shark – Upright Vacuum Cleaners
- Monthly Revenue: $60.88 million
- Average Price: $135.06
- Brand Score: 6.7
Rounding out the top 10 is Shark, a well-known brand for upright vacuum cleaners. Founded in 1998, Shark has built a strong reputation over the years. Generating around $61 million per month, Shark’s vacuums are popular for their effectiveness, affordability, and durability.
Shark works closely with authorized sellers on Amazon to maintain brand control and protect its reputation, ensuring customers receive genuine products and consistent service. With a moderate brand score of 6.7, Shark continues to be a preferred choice for consumers looking to keep their homes clean without breaking the bank.
Brand Performance and Customer Reviews
Customer reviews are a powerful driver of brand performance on Amazon, shaping both reputation and sales.
Top brands like CeraVe, Nutrafol, and La Roche-Posay have built their success on offering quality products that consistently earn high ratings and positive feedback.
In the beauty category, for instance, CeraVe’s dermatologist-recommended skincare has helped it secure a notable share of sales, while brands like LEGO and Levi’s have maintained strong brand scores thanks to high levels of consumer satisfaction and loyalty. The sheer number of reviews and the quality of feedback provide brands with actionable insights, enabling them to refine their offerings and better meet customer needs.
By prioritizing customer experience and leveraging reviews, these brands are able to drive growth, increase their market share, and remain top performers in their categories.
Analyzing the Top 10 Amazon Vendor Brands
Dominance of Electronics
- Tech Giants: Apple, Samsung, HP, Sony, and ASUS dominate the electronics category, particularly in smartphones, laptops, and home security systems.
- High-Value Products: These brands often sell higher-priced items, contributing significantly to their overall revenue.
Diverse Product Categories
- Consumer Goods: Brands like LEGO, DEWALT, Levi's, and Shark cater to a wider consumer base with products ranging from toys to power tools and fashion.
- Lower-Priced Items: These brands often sell products at lower price points, relying on volume sales to generate revenue.
Brand Score Insights:
- Ring and ASUS: These brands have the highest brand scores, indicating strong customer satisfaction and brand loyalty.
- Sony: Despite its high revenue, Sony has a relatively low brand score, suggesting potential areas for improvement in customer experience or product quality.
What do you think their Amazon Vendor negotiations look like?
How many people are involved?
Would any of these brands do better if they got rid of their Amazon Vendor Manager and went direct on Amazon?
Turns out, you don't need a 10 out of 10 brand score if you have a multinational brand. 60% are electronics brands. All but Levi's have average selling prices above $100.
Data sourced from SmartScout.
How to Find Growing Brands on Amazon in Minutes
Conclusion and Future Outlook
The top brands on Amazon have demonstrated impressive sales growth and continue to hold a strong market share by focusing on quality products, strategic visibility, and customer engagement. Their ability to drive growth is further enhanced by leveraging data, reviews, and advanced tools to inform their strategies. As the Amazon marketplace evolves, brands that stay agile and data-driven will be best positioned to capitalize on new opportunities and meet the demands of millions of shoppers.
The fastest growing brands, as highlighted in the reports, underscore the importance of innovation and adaptability in today’s ecommerce landscape. Looking ahead, Amazon will remain a vital channel for brands aiming to expand their reach, grow their business, and become a lasting testament to the power of the marketplace. With the right mix of strategy, insights, and customer focus, brands can continue to learn, grow, and succeed on Amazon.
