Amazon ranks first in Harris Reputation Poll for the second year

By

Obi Anyanwu

Published
Feb 22, 2017

Amazon has been ranked #1 in the annual Harris Corporate Reputation Poll for the second year in a row. The Seattle-based company earned a record-high score of 86.27, and has been ranked in the top 10 for nine consecutive years.

 
The Harris Poll surveyed over 23,000 people in the US on six dimensions of corporate reputation, which are Emotional Appeal, Workplace Environment, Products & Services, Financial Performance, Vision & Leadership, and Social Responsibility. This year, Amazon swept the board, being rated excellent in all categories.
 
Apple followed Amazon in highest reputations at number two with a score of 83.03, followed by Google with 82.97, USAA with 81.27 and Walt Disney with 81.18. Notable entrants include Nike at 28, eBay at 31, Nordstrom at 37, Kohl’s at 42, Target at 49 and Macy’s at 58.

The survey also found that companies are favored more by certain political parties. For example, Chick-fil-A received a higher reputation quotient score from Republicans than all other companies, and Democrats judge Target more positively.

The Democrats' top ranked companies differ from the Republican ranking, but both lists share Amazon, Publix Super Markets and UPS. Publix and UPS rank higher in the Republican ranking, while Amazon fell to second place in the Republican ranking. In addition, Under Armour and Apple appear in the Democrat ranking and not in the Republican ranking.