Amazon.com's consumer ratings have increased significantly, moving them from 8th to 4th in the ranking of brands with the best reputations among the American public. It is now outranked only by Apple, again at number one, followed by Google and Coca-Cola.
These statistics are according to a recent Harris Poll Reputation Quotient (RQ) study, an "assessment tool that captures perceptions of corporate reputations." Over the past 13 years, the poll has based its measurements of customer satisfaction on six categories: Social Responsibility, Emotional Appeal, Financial Performance, Products & Services, Vision & Leadership and Workplace Environment.
Amazon was the highest ranked company of all for Emotional Appeal -- perhaps surprising given how little personal customer engagement they engage in.
The emotional appeal of Amazon may also come as a surprise to bookstores across the country who recently have tried to start a movement boycotting the company. The opposition was in part a response to the online bookseller's price check app, which allows users to scan items in brick-and-mortar stores and compare the cost with their own.
It may also come as a surprise to the Authors Guild, an advocate for writers' interests, who today published a blogpost slamming Amazon's anti-competitive practices.
Despite this, the survey reports that consumers believe Amazon exhibits "supportive behavior." 46% of Americans would "definitely" recommend investing in Amazon stock, and 71% would "definitely" use their services in the future.
It seems that the anti-Amazon movement has a long way to go for its message to gain traction with the majority of American consumers.