Amazon is one of the strongest brands in the United States and the world when it comes to how customers perceive value versus actual value. That’s according to a recently released Millward Brown “Value-D” ranking, derived from surveys of 105,000 customers in more than 20 countries. According to the Brown publication, the desire-price combination, which they call the Value-D score, is anchored in the largest and most authoritative collection of brand equity information available. The global survey goes on to state that it found that price alone is not paramount, even among thrifty contemporary customers (Millward Brown 3). Instead, brand has gained importance over other purchasing factors such as location, price, habit, and convenience (Millward Brown 3). Millward Brown's survey shows that too many brands fail to maximize their power of persuasion and instead focus on cost while being driven by desire. A key takeaway from the study is that brands, which normally enjoy strong equity, rate desire highly (Millward Brown 4). Additionally, the most priceless brands successfully spark the desire to move from normal to amazing productivity. Finally, according to the study, big brands like Amazon do not ignore price, but adjust price based on desire (Millward Brown 4). Moreover, in another study published by ForeSee on customer satisfaction among Internet shopping giants, Amazon topped the list. (Tecque 1). The fact that Amazon is number one among dozens of companies in customer satisfaction is not an exceptional discovery for the 152 million people with active Amazon customer accounts (Tecca 1). What is remarkable is the reality that ForeSee customer satisfaction......is middle of paper......e than what they thought they were buying. It is worth the cost of signing up for an annual membership to this internet shopping giant due to the many issues mentioned above. Anyone looking for top online shopping should try Amazon. Amazon has established different retail strategies acting as an opening for other retailers and a very healthy market for used goods. Such dominance will continue long into Amazon's future as they continue to explore new categories of products and services. The only thing we shouldn't expect from Amazon is unique business models, which brings us to Amazon's business performance. The following elements will be covered to evaluate Amazon's business performance: sales, market share, image, customer retention metrics, and value over time. . Much of it will be focused on customer service and retention metrics, as well as value over time..