Amazon is the number-one brand on TikTok, according to a new report by the short-form video platform and CreatorIQ. 

Released earlier this week, CreatorIQ’s The Power of Authenticity study ranked the top 100 brands appearing on TikTok in the full year ending in March 2024. The California-based software developer measured each brand by its earned media value (EMV)—CreatorIQ’s estimate of how much revenue a brand can generate through views, likes, comments and shares on community posts. 

Amazon’s EMV grew 20% compared to the previous 12 months, collecting more than 21 billion impressions and nearly 764 million engagements across 170,000 posts. And the e-commerce giant’s EMV of US$1.03 billion also outpaced two major-league sports brands, the NBA (US$894.63 million) and NFL (US$688.19 million).

Mattel’s iconic fashion doll Barbie also broke into the top-10 ranks on TikTok, snagging sixth place with an EMV of US$337 million. That’s a year-over-year change of 960%, thanks to the box office buzz for last year’s live-action Barbie feature film. (Barbie’s 37,000 posts during this period racked up more than 8.42 billion impressions and 520 million engagements on the platform.) 

Other kids-adjacent brands that secured a spot on the list included Fortnite (#5), Disney Parks and Resorts (#12), Roblox (#39), Minecraft (#65), LEGO (#72) and Pokémon (#75), each of which earned an EMV of more than US$50 million. 

Engagement is one of the most important metrics that drives EMV on TikTok, the report says. To expand this value, companies need to include authentic creators who are already posting daily about their brands online, instead of just signing deals with influencers sporting massive follower counts to bolster their marketing strategies.