According to Kantar’s 2019 Top 50 US Retailers report, the top 10 US retailers combined achieved over $1.3 trillion US sales in 2019. Ranking first was Walmart with over $400 billion sales, followed by Amazon with $155 billion.
As such dominating forces in the marketplace, how much does branding impact these companies’ sales? One clear indicator of the importance of their brand names, product and service lines, logos, and other distinguishing characteristics is the number of the trademark applications and trademark registrations each retailer has on file with the USPTO.
Registered and pending trademarks not only deter others from using similar names and designs that are unique to a business, but they are also significant assets that represent value to the company. By investing in trademark applications, it’s clear how important branding is for the continued growth and success of these top US retailers.
Below is a list of the top ten US retailers and the statistics associated with the active trademarks they have as of November 13, 2020 (this includes all pending applications and registered trademarks). By clicking on their name, you will find a frequently updated list of all pending and registered trademarks for each company.
1. Walmart – 1159 total active trademarks
Walmart currently has over 1000 active trademark filings with USPTO. Some of their most recognizable trademarks, such as “Equate,” “Great Value” and “No Boundaries” are protected with registrations.
2. Amazon – 1350 total active trademarks
Amazon currently has the greatest amount of active trademarks out of the 2019 top ten US retailers list. With 1350 active filings, Amazon has invested time and money in all aspects of their brand, including their logo, the Alexa product line, Whole Foods and more.
3. Kroger – 271 total active trademarks
With 271 active trademarks, Kroger focuses most of its trademark protection on its various product names and slogans. One of its more recent applications is for “GET THE FRESH OUTTA HERE” in association with grocery delivery and pick-up services.
4. Costco – 64 total active trademarks
Despite sitting at number four on the 2019 top US retailers list, Costco has a mere 64 active trademark filings with the USPTO. The majority of their trademarks are related to its member services, like its registrations for “GOLD STAR MEMBER” and “COSTCO EXECUTIVE MEMBER.”
5. Home Depot – 1034 total active trademarks
With over 1000 active trademarks with USPTO, Home Depot has been heavily protecting its various home furnishing products and tools for years. Their first trademark registration was approved in 1924 for “HUSKY” branded wrenches.
6. Walgreens – 336 total active trademarks
As the sixth largest retailer in US in terms of 2019 sales, Walgreens currently has 336 pending and registered trademarks. One of its most interesting trademark registrations was approved in 2006 for the distinct appearance of its storefronts.
7. CVS – 451 total active trademarks
CVS currently has 451 total active trademarks, many of which protect the company’s food and beauty products, slogans, and various logos. Its first trademark application was approved for registration in 1971 for the now iconic name, “CVS.”
8. Target – 1000 total active trademarks
With exactly 1000 active trademarks with the USPTO, Target has invested in their intellectual property for all areas of their offerings, including clothing, home goods, food and more. Well-known labels like Cat & Jack, Good & Gather, and Goodfellow & Co are protected with registrations.
9. Lowe’s – 433 total active trademarks
Ranking number nine on the list, Lowe’s has 433 total active trademarks. Many of its more recent trademark filings focus on immersive and experience-based offerings, like “VIRTUAL SHOP CLASS” and “LOWE’S IMMERSIVE LEARNING CAFE.”
10. Albertsons – 341 total active trademarks
Albertsons has 341 current active trademarks, which also includes registrations for its famous grocery store subsidiaries like ACME and Safeway.