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Amazon.com Most Trusted Brand in U.S.

Buying and selling stuff on the Internet surely has come a long way. Just a decade ago, most of us would never be caught dead shopping for real, live goods on the Internet. Who knows what you’ll get, right? Order a pair of size nine shoes and get a pair of size 12 clod-hoppers.

But now, we shop online for everything from books to sporting goods to clothing to organic food and a recent study says there’s one brand we trust the most for our online shopping addiction – Amazon.com.

According to a study released today by Millward Brown, Amazon.com is the top performing brand in the U.S. based on “trust” and “recommendation”. The study uses a “TrustR” standard to judge different companies, which it arrives at by asking consumers two questions – “how trustworthy is this brand?” and “would you recommend this brand?”. The average score is 100, with over 105 considered “good”. Amazon.com’s score was 123. FedEx was a close second with 122.

Amazon.com was the only online-only brand of the top-10 trusted brands.

The results released today in the report come from an ongoing study, which has been running for 12 years and includes respondents from more than 30 countries.

According to a summary (.pdf) of the full report, only 1% of brands achieve scores of over 120, with 27% getting scores of 105 or higher.

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