Amazon is the favorite brand among millennials, dethroning Apple to claim the number one spot the iPhone maker held for the past six years, Business Insider reported.
Other retailers and technology giants like Walmart, Target, and Google also placed within the top 10 on the digital agency Moosylvania's survey of 1,000 responses, BI reported.
Apple landed in the second spot this year, with Nike placing in third, Walmart taking the fourth spot, and Target ranking fifth. Samsung and Google, placed in sixth and seventh respectively, BI reported.
Amazon claimed the number one spot even as it has been embroiled in controversies surrounding its business practices and the treatment of its workers over the past several months.
Most recently, the company came under fire after The Wall Street Journal investigation revealed thousands of products sold through Amazon's digital storefront had been "declared unsafe by federal agencies."
Also, during Prime Day in July, hundreds of people called for a boycott of Amazon to show solidarity with factory workers planning to strike in pursuit of improved working conditions, BI reported.
According to Nielsen, more millennials also purchase fast-moving consumer goods online than other generations, with 61% of millennials saying they purchase such products online, compared to 55% for generation X, 44% for baby boomers, and 39% for the greatest generation.
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