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US consumers love Amazon more than other brands, according to surveys conducted by Morning Consult.
Business Insider Intelligence
The e-commerce giant scored a net favorability of 79% (calculated by subtracting the share of respondents who said they look on Amazon unfavorably from those who said favorably). The e-tailer’s appeal was strong across all 50 states, not only in certain regions.
Amazon’s top position comes despite the public relations issues it’s had this year:
- Worker conditions. Amazon’s labor practices have often been called into question, with Senator Bernie Sanders working to introduce legislation, targeted in part at Amazon, to require large companies to pay a tax to cover federal assistance for employees. The e-tailer seems to be aware of this issue, increasing its minimum wage to $15 and going so far as to pay employees to post positive messages on Twitter about what it’s like to work in Amazon warehouses. While the majority of strike action among workers seems to be concentrated in Europe at this time, if disgruntled employees begin to organize in the US as well, it could spell trouble for the company.
- HQ2. The e-tailer announced in November that it would be splitting its new headquarters, “HQ2,” between Arlington, Virginia and Long Island City in the Queens borough of New York City. The New York location in particular has fueled public concern about the immense incentives the state government is giving Amazon, as well as questions about the effects its arrival will have. While the local government has little opportunity to block the deal, it would certainly be in Amazon’s best interest to avoid generating a high volume of ill will in the nation’s largest metropolis.
Amazon’s status as the most-loved brand among US consumers suggests that it’s still making good on its promise to put customers first.Despite the issues consumers have with Amazon’s labor practices or its impact on other retailers, this top designation shows that it must be doing something right.
Whether it’s the ever expanding slew of benefits that come with being a Prime member, the prices Amazon offers, or its rapid shipping capabilities, consumers are responding positively to the convenience the e-tailer represents.