Amazon is seen as the 'best value brand' in the UK

"The company beat the likes of eBay and Visa in a list of groups Britons find it hard to live without – but not at any cost.
Toothpaste brand Colgate squeezed into second place, computer software giant Microsoft came in third, eBay secured fourth and Asda cashed in at fifth place.
The UK retailer was the only supermarket to make the top ten list.
‘What is needed is a balance between the consumers’ desire for a brand and the price they are prepared to pay for it,’ said Peter Walshe, director of researchers Millward Brown."
Source:  Data from Millward Brown, reported by Metro, 14th March 2011