Amazon has made history as the first brand in the world to be worth over $200 billion (£153bn), defending its position as the world’s most valuable brand for the third consecutive year. According to the latest Brand Finance Global 500 ranking, launched at the World Economic Forum in Davos, Amazon’s brand value has now reached $220.8 billion, after growing by 18% compared to last year.  This is over $60 billion more than Google and $80 billion more than Apple, the world’s second and third most valuable brands. Microsoft, worth $117bn, and Samsung, worth $94.4bn, complete the top five. And while 44 retail brands feature in this year’s ranking, the first fashion name to appear is Nike, rising a spot to number 41 with a $34.7 billion value. Gucci moved up to spot 99 with a market value of $17.8 billion, and it was followed by Adidas at 109 and Louis Vuitton at 110.  Target (114), Zara (No.128), and H&M (135) beat Chanel in market valuation, with the famous luxury house coming in at number 136.