Study: Amazon is Most-Liked Brand, While Trump Hotels is Least-Liked



Jeff Bezos’ e-commerce juggernaut tops study evaluating 15 brands to identify the attributes that make a brand well-liked among U.S. consumers.


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A recent poll conducted by Morning Consult and the Public Affairs Council found that Amazon was the most liked brand among a total of 15 major companies. The least-liked brand, per the limited selection of brands surveyed? Trump Hotels.

Amazon earned a net score of 44 percent for likability, which was twice as high as Google’s score, which came in at 21. As far as the rest of the top five are concerned, General Mills was ranked by 11 percent as most liked, followed by Sony and UPS, both coming in at 7 percent. Ten, five, and four were their respective net scores.

To inform the research, more than 2,000 U.S. consumers provided likeability feedback on each brand. Amazon also topped Morning Consult’s “most-loved” brand study, issued in 2017.

Image via MediaPost

The results come at an interesting time, not long after President Trump’s tweet that criticized Amazon for its level of tax payments to state and local governments and use of the U.S. Postal Service resources. In the wake of the post, Amazon shares experienced a temporary two percent drop per However, it wasn’t all bad news for the retailer as this number ultimately closed up 1 percent, the final closing price at $1,447.34 for the trading day.

Speaking of President Trump, his hotel company was the least-liked brand on the list with a net score of -29. Surprisingly, when looking at the brand’s likability ranking by political affiliation, even those who voted for him in the 2016 election reflected a net negative likability. Only four percent listed Trump Hotels as their most liked brand, while six percent named it their least favorite per the chart below.

Image via MediaPost

Since the study included a targeted list of brands, beleaguered tech giant Facebook was not reflected in the study, though it would be interesting to see how the company compares to Amazon and Google. Together, these companies comprise the “Big Three” and arguably hold the most consumer data across all major tech companies. In the wake of backlash against Facebook following the Cambridge Analytica scandal, Amazon and Google have (somewhat surprisingly) flown relatively under the radar.

It’s also worth calling out that Tom’s of Maine and Patagonia fell on the positive likability scale, but were not at the top of this list. This could be that the sentiment of “likeability” is less emotionally driven.

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