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Amazon tops when it comes to trustworthiness, claims study

August 14, 2017

Amazon is viewed as the top most trusted brand, according to the 2017 National Most Trusthworthy Brands survey from The Values Institute.

Costco took second place in the retailer category, followed by Target, Macy's, Walmart and Sears.

The survey measured how well 40 of the largest U.S. brands connect with their customers. Hotels and electronics ranked as the country's most trusted brand categories while auto insurers and mobile communications rank lowest on the public trust spectrum, according to press release.

"Trust has often been earned when a brand has had personal interactions with consumers. For instance, in the hotel category, we have found the more the hotel staff has interacted with guests, the more likely they are to have earned the trust and loyalty from the guest," said Mark Weinfeld, research director at The Values Institute, in the release. "What is truly amazing is that Amazon has managed to personalize the user experience so well that it actually earns greater scores in Concern and Connection without the benefit of any real human interaction."