Smarty Pants Study Finds Amazon Is #1 Brand Among U.S. Parents

For the second year in a row, Amazon takes the title of Parents’ Most Loved Brand, according to the 2018 BRAND LOVE™ study of more than 8,900 children and their parents. At 909, the e-commerce juggernaut nudges out Crayola by less than one point on Smarty Pants’s proprietary Parentfinity™ metric.

“From back-to-school shopping, to Prime Video, to the Echo Dot Kids Edition, Amazon is changing families’ lives and revolutionizing what it means to be a parent today,” says Wynne Tyree, president of Smarty Pants, an Insights Association member.

Netflix holds the number-three position, followed closely by Google. Both digital giants rose 10 points since 2017, securing their grips as families’ go-to content providers. In the 23^rd position, YouTube is also among parents’ digital favorites. (The brand is #2 among kids ages 6-12.)

Five iconic snack/confection brands and Halos branded mandarins round out parents’ top 10 brands. “This is the first year a fresh produce brand has broken into parents’ top 10. Moms and dads are looking for whole, natural foods for their homes and their children, and Halos delivers,” Tyree adds. Cuties branded mandarins also makes Parents’ 25 Most Loved list at #19.

Other food brands winning with parents include cookie favorites Chips Ahoy! and Oreo; candy bars Twix and Snickers, and salty snack delighters Pringles, Lay’s and Goldfish crackers.

Target is the only traditional retailer on Parents’ 25 Most Loved list, and Nike is the only apparel and footwear brand. Toy and game classics LEGO and Uno rank 13^th and 20^th, respectively. Parents also show love for school-centric Scholastic and Sharpie in 2018. 

PARENTS’ 25 MOST LOVED BRANDS, 2018

Rank	Brand	Parentfinity
1	Amazon	909
2	Crayola	909
3	Netflix	908
4	Google	902
5	Hershey’s	897
6	M&M’S	888
7	Doritos	881
8	Reese’s	875
9	Halos	870
10	Kit Kat	868
11	Target	864
12	Chips Ahoy!	863
13	LEGO	863
14	Oreo	862
15	Nike	861
16	Scholastic	860
17	TWIX	857
18	Pringles	857
19	Cuties	855
20	UNO	854
21	SNICKERS	853
22	Sharpie	852
23	YouTube	851
24	Lay’s	849
25	Goldfish	848

*Methodology