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Summary:

Amazon.com is the top performing brand in the US based on two critical factors – trust and recommendation – according to a new report by market research firm, Millward Brown. And in tough economic times, higher the trust, higher the sales, the report says.

Amazon.com is the top performing brand in the US based on two critical factors – trust and recommendation – according to a new report by market research firm, Millward Brown. The new report, “Beyond Trust: Engaging Consumers in the Post-Recession World” puts Amazon ahead of FedEx, Huggies and Downey.

The “Beyond Trust” study used a metric called “TrustR” which as you guessed is about trust and recommendation. The more people trust a brand, the more likely they are going to spend their money with that company.

Amazon’s recent stellar performance during the fourth quarter of 2009 is a testament to that fact. The company saw its sales jump 42 percent over the same quarter in 2008 to $9.5 billion. During the year, Amazon grew its sales by over 30 percent, in what was arguably the worst economic times in recent memory, a feat that pushed its share of the total online retail market to about 13.3 percent.

“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,” Eileen Campbell, Global CEO of Millward Brown said in a press release. USOnlinecommerce2009.gif

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  1. Having Toyota at #7 shows how quickly reports like this can become ireelevant… even before they come out!

  2. Amazon resists collecting state sales taxes…no wonder consumers love them.

  3. George Orwell would approve

  4. How credible is this research? They can’t even spell “Downy” right….

  5. Re: How trusted is this report….
    Actually if you click the link through to the original, the report DOES spell Downy right, it is this site, Gigaom, which apparently recreated their table and spelled it incorrectly.
    Shame, shame, Gigaom.

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