Americans say Amazon (Net value: 59.0) provides the best value for their money, with Dove (46.0) and Dawn (46.0) the next best “bang for your buck” brands, according to a new ranking report from YouGov.

The analysis – which looked at 2,000+ brands across 25+ sectors – also found that Americans think home and  personal goods brands (15.6 industry average) provide the most value, followed by food brands (13.4) and drug and medical brands (12.1). 

Meanwhile, insurance (2.9) and gambling (-0.6) were perceived as the worst value by Americans.

Car brands (+2.6 YoY) and cable and streaming brands (+2.1 YoY) increased in value perception among Americans since 2023. No industries declined in value year-over-year,

Weighing survey responses from at least 15,000 respondents for 2,000+ brands, YouGov’s US value rankings report 2024 also uncovers the best “bang for your buck” brands in each region and income group. 

Among the findings: 

• Amazon sweeps all regions and demographic groups as the top valued brand, placing first in all categories measured 

• Three of the top four brands that most improved their value scores year-over-year are fashion brands: #1 Nike (+8.5 YoY), #2 Rolex (+7.8 YoY), and #4 Gucci (+7.8), while #3 Amazon (+7.8) extended its lead. 

• High-income Americans were most likely to say Costco is good value for money (+24.3 points vs low-income Americans), while low-income Americans were more likely to say PowerBall is good value for money (+20.8 points vs high-income Americans) 

“Being perceived as a good value is not always about price,” said Kenton Barello, VP at YouGov America. “Our analysis shows luxury brands ranked near more affordable brands as good value, especially among higher income Americans, indicating a nuanced consumer calculus when weighing a brand’s price, quality and the impression it conveys in the marketplace.” 

The best “Value for money” brand leaders across their respective industries include: 

• Airlines:  #1 Southwest (22.0), #2 Delta Air Lines (12.2), #3 American Airlines (11.8) 

• Cable & Streaming: #1 Netflix (28.1), #2 Amazon Prime Video (27.4), #3 Hulu (19.1) 

• Car brands: #1Toyota (41.5), #2 Honda (32.8), #3 Subaru (21.0) 

• Casual dining: #1 Olive Garden (26.4), #2 Texas Roadhouse (21.1), #3 Cracker Barrel (20.9) 

• Food:  #1 Quaker (33.4), #2 Campbell’s (31.4), #3 Kraft (30.8) 

• Grocery: #1 Aldi (39.7), #2 Kroger (19.0), #3 Trader Joe’s (14.9) 

• Home & personal: #1 Dawn (46.0), #2 Vaseline (42.2), #3 Colgate (34.1) 

• Insurance: #1 USAA (13.5), #2 AAA (12.8), #3 State Farm (10.0) 

• Retail: #1 Home Depot (41.6), #2 Walmart (41.2), #3 Lowe’s (39.8) 

• Soft drinks & beverages: #1 Lipton (33.6), #2 Ocean Spray (26.5), #3 AriZona Iced Tea (25.7) 

In total, YouGov’s US value rankings report 2024 identifies 250+ brands across 25+ industries that Americans identify as being the best and worst deals.