Amazon Rated Most Trusted US Brand By Customers

Milward Brown's new report states that consumers have rated Amazon.com to be the top performing brand in the United States.

Milward Brown's research was done in connection with The Futures Company. The report - "Beyond Trust: Engaging Consumers in the Post-Recession World" introduces "TrustR," a new metric for understanding the relationship between consumers and brands.

TrustR calculations are reached by looking at consumer responses to questions such as "how trustworthy is this brand?" and "would you recommend this brand?". Then the scores are indexed and added together to reach a TrustR score. An average score is 100, and anything over 105 is considered a good score.

Amazon scored 123, FedEx 122 and Downy, Huggies, Tide, and Tylenol all scored 120. Toyota, WebMD, Pampers and UPS scored well and followed closely behind.

"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, EVP and Chief Global Analyst of Millward Brown.

"Amazon.com, the brand ranked first in the U.S. by TrustR, has achieved that status through exceptional service and providing its own recommendations to users. This combination has made Amazon the gold standard of trust and recommendation in the U.S."

Click here to read the report's press release.

Click here to read the summary of the whole report.