Amazon, which gained attention for its expanded Kindle line and growing e-commerce footprint, captured the second spot on BrandIndex's list of most buzzed about U.S. brands for 2012.
Lowe's and Target were the only traditional retailers to make the top 10. Lowe's moved up one spot to the number five position, thanks to the launch of MyLowes.com and better-equipped staff. Target captured the number seven spot with the help of its remodeling program and year-round exclusives.
Other retailers in the top 25 include Walgreens (13), Home Depot (18) and Kohl's (25).
Among consumer package goods, Cheerios took the third spot. The iconic cereal brand introduced two new flavors in 2012: Dulce de Leche Cheerios and Peanut Butter Multi Grain Cheerios, helping it to remain a popular brand.
These brands were rated using YouGov BrandIndex’s Buzz score which asks respondents, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
For more information about the ratings, click here.