Press Releases

New Research by Millward Brown Reveals Amazon is the Most Trusted and Recommended Brand in the U.S.

February 22, 2010

New consumer research released today by Millward Brown reveals that Amazon.com is the top performing brand in the U.S. based on "trust" and "recommendation," the key ingredients to brand success, according to a new report entitled "Beyond Trust: Engaging Consumers in the Post-Recession World."

The "Beyond Trust" study was conducted in partnership with The Futures Company and introduces "TrustR," a new metric for understanding and strengthening the bond between consumers and brands.

"The 'TrustR' metric is very relevant in a global economy that is struggling to emerge from a gloomy recessionary period. Consumers are less likely to spend hard-earned money on brands that they don't trust. In fact, we found that the number one "TrustR" brand in each of the 22 countries we researched was nearly seven times more likely to be purchased and consumers were 10 times more likely to have formed a strong bond with these brands," commented Eileen Campbell, Global CEO of Millward Brown.

TrustR is calculated by looking at consumer responses to the questions "how trustworthy is this brand?" and "would you recommend this brand?" The scores are indexed and combined to reach a TrustR score. The average score is 100, and anything over 105 is considered "good."

The Top 10 Most Trusted and Recommended Brands in the U.S.

Rank

Brand

TrustR Score

1

Amazon.com

123

2

FedEx

122

3

Downy

120

4

Huggies

120

5

Tide

120

6

Tylenol

120

7

Toyota

119

8

WebMD

119

9

Pampers

118

10

UPS (United Parcel Service)

118

Source: Millward Brown

Note: Study conducted over the course of 2009, prior to Toyota's recent recall

"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."

The full report is available exclusively to WPP clients, but a summary version can be accessed at www.millwardbrown.com. TrustR Brand Workshops conducted by Millward Brown and The Futures Company are also available; please contact peter.walshe@millwardbrown.com for further information.