# Professor Aswath Damodaran discusses the implications of Amazon's brand equity in light of the company's recent $1 trillion valuation

1 Faculty News September 5, 2018 ![USA Today logo](/sites/default/files/styles/246w/public/assets/images/uat_027308.jpg?itok=crstnihK)>

Excerpt from [USA Today](https://www.usatoday.com/story/tech/science/2018/09/04/amazons-1-trillion-market-cap-kind-attention-may-not-want/1192759002/) -- "Nobody’s ever complained that Amazon’s giving them too good a deal, said Aswath Damodaran, a professor of finance at New York University's Stern School of Business. 'If you were a candidate and you said you were going to force Amazon to stop offering Prime below cost, you’d lose the election,' he said."

[Read more](https://www.usatoday.com/story/tech/science/2018/09/04/amazons-1-trillion-market-cap-kind-attention-may-not-want/1192759002/)