The online retailer Amazon has overtaken Apple and Google to become the most respected company in the US, according to a report.
But Amazon leapfrogged them both to come out on top this year, leaving Apple a very close second, Disney third, Google fourth and Johnson & Johnson fifth.
The survey measured the following six areas that comprise reputation and influence consumer behaviour:
- Social responsibility
- Emotional appeal
- Financial performance
- Products and services
- Vision and leadership
- Workplace environment
Amazon ranked in the top five in five of the six categories. It had a five-point advantage over any other company in the emotional appeal category, despite have an entirely virtual relationship with the public.
Harris’s Robert Fronk said: “Our results show that Amazon has managed to build an intimate relationship with the public without being perceived as intrusive.
And as the company that is so widely known for its personal recommendations, more than nine in ten members of the public would recommend Amazon to friends and family.”
Amazon earned nearly 100 per cent positive ratings on all measures related to trust. More than 50 per cent of respondents also recall discussing Amazon with friends and family in the past year, and nearly 100 per cent of these conversations were positive.
Apple’s score last year of 85.62 was the highest in the 13 years the report has been published.
The drop this year to 82.54 put it only marginally behind Amazon on 82.62.
Despite falling stock Apple still managed to come out on top in the category of financial performance.
Among other tech showings in the report, Microsoft ranked 15th, and, Facebook made its first appearance at 42.
The results come from online polling of over 14,000 people.