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).