Amazon recognized as "most trusted brand"

In a sign that the Internet is now completely integrated into our daily lives, the online shopping site has been declared the most trusted brand in the U.S.

According to a study released today by Millward Brown, a market research company, Amazon outperformed all other brands based on a combination of both trust and recommendation. By asking consumers "how trustworthy is this brand?" and "would you recommend this brand?", the study came up with a combined metric, which it referred to as a TrustR score.

The average TrustR score is 100 and anything over 105 is considered "good". Amazon led the way with a score of 123, just one point ahead of the runner-up, FedEx. Amazon was one of two brands in the Top 10 the other being WebMD that operates exclusively online.

Perhaps reassuringly, most of the other spots in the Top 10 were populated by cleaning products and diaper brands. One exception was Toyota, which surely benefitted from the timing of the study, which was completed before the recent mass recalls.

"When a person recommends a brand, they put their own personal trust and credibility on the line. They are only willing to recommend brands which themselves have proven reliable and trustworthy," said Nigel Hollis, Chief Global Analyst of Millward Brown.

How good was Amazon's performance? According to a summary of the full report, only 27% of brands surveyed in the study achieved scores of 105 or higher, with just 1% breaking the 120 mark.

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