Amazon leads the way in the retail industry when it comes to creating an emotional bond with customers, but the industry as a whole lags behind two other categories.

That’s according to MBLM’s Brand Intimacy 2017 Report, in which Amazon placed first in the retail category. followed by Whole Foods Market and Target Corp. The remaining brands in the top 10 for the retail industry are: H&M, Macy’s, Nordstrom, Sephora, Ikea, The Home Depot and eBay.

The study, which defines brand Intimacy as a “new paradigm that leverages and strengthens the emotional bonds between a person and…