The annual list of the most authentic brands, compiled by global communications firm Cohn & Wolfe, has arrived and it’s all good news for Amazon (which is probably all bad news for Australian retailers with its pending arrival Down Under.)

Amazon took out the number one position on the annual Top 100 list. You can read more about the study here.

To make the list, a brand must be perceived as authentic and real by its customers and not just out to make money. The study found 91 per cent of global consumers would recommend a brand they deemed as authentic and 61 per cent are loyal to brands they deem authentic.

Commenting on the study, Cohn & Wolfe’s global director of the brand and insights, Lynn Fisher, said:  “Consumers are savvy. They understand that brands and companies need to make money, but particularly among millennials there is no reason why a brand can’t make money and also take into consideration the impact it will have on the communities and the people that the brands and companies are in, their customer base.

“They expect brands to make money but also contribute to making the world a better place.”

Check out the full 100 below: