The company is closely followed by Google in second place, with Heinz ranking third in Opinium’s Most Connected Brands Index for 2018, which is compiled using consumer feedback data. 

The ranking is based on a survey of 1,990 UK consumers who were asked to spontaneously list their 10 favourite brands. Opinium collated 11,795 responses from this sample and identified the top 200 brands mentioned.

The study then analysed social media engagement with the 200 brands and publicly available revenue figures to establish a list of the top 100. Thereafter, 4,000 UK consumers were surveyed on five brand metrics – prominence, distinction, emotional connection, popularity and buzz – to form the final ranking.

Steve Looney, research director at Opinium, said: "Our data shows that consumers are bought into Amazon with a very strong emotional response, and strong beliefs around service and product delivery, value for money and innovation. The one chink in the armour is social responsibility – this is an area that Amazon needs to look to address."

Emily Dickinson, director at Opinium, said brand performace is "too often" judged on marketplace dominance and shareholder return. "How brands connect with those with whom they do business and the wider communities in which they operate has never been more important," she said.

Dickinson added: "Tough trading conditions on the high street, discounters and online giants such as Amazon, for example, have created a perfect storm for retailers and FMCG, but demonstrating not only the values that they stand for, but how the how these values are implemented, enables brands to create an enduring and unique bond with consumers. For brands such as Heinz, Cadbury and M&S, representing something more than a return on investment has enabled them to become an integral part of consumers’ daily lives."

The 20 most connected brands in the UK:

1. Amazon
2. Google
3. Heinz
4. BBC
5. Apple
6. YouTube
7. Samsung
8. Cadbury
9. eBay
10. Microsoft
11. Coca-Cola
12. PayPal
13. Tesco
14. Walkers
15. Kellogg’s
16. Argos
17. Dyson
18. Lidl
19. Marks & Spencer
20. Colgate