Amazon Outpaces Apple as "Most Reputable" Company in U.S.

A blog about business and economics.
Feb. 13 2013 10:39 AM

Amazon Outpaces Apple as "Most Reputable" Company in U.S.

Jeff Bezos, CEO of Amazon, introduces new Kindle Fire HD family during the Amazon press conference on Sept. 6, 2012, in Santa Monica, Calif.
Jeff Bezos, CEO of Amazon, introduces new Kindle Fire HD family during the Amazon press conference on Sept. 6, 2012, in Santa Monica, Calif.

Photo by Joe Klamar/AFP/Getty Images

According to this study, Amazon is the most "reputable" company in America, edging out Apple, albeit barely. It's also the fifth consecutive year it's been ranked as a "great" company. If you're a regular Moneybox reader, this shouldn't come as a surprise to you.

So how does one define "reputable"? Harris Interactive, the firm that conducted the study, lists six criteria: financial performance, vision and leadership, social responsibility, emotional appeal, products and services, and workplace environment.

The first criterion, financial performance, lists profitability and growth prospects as two factors that contribute to a good ranking. And while Amazon's profit margins aren't dazzling in the least, that's exactly what makes their growth prospects so appealing to investors.


Here's the rest of the top-10 list:
1. (82.62)
2. Apple (82.54)
3. The Walt Disney Company (82.12)
4. Google (81.32)
5. Johnson & Johnson (80.95)
6. The Coca-Cola Company (80.39)
7. Whole Foods Market (78.65)
8. Sony (78.29)
9. Procter & Gamble Co. (77.98)
10. Costco (77.95)

And the worst 10? Delta Airlines, JPMorgan Chase, ExxonMobil, General Motors, Bank of America, Chrysler, Citigroup, Goldman Sachs, BP, and AIG.

Emma Roller is a Slate editorial assistant. Follow her on Twitter.



Smash and Grab

Will competitive Senate contests in Kansas and South Dakota lead to more late-breaking races in future elections?

Even When They Go to College, the Poor Sometimes Stay Poor

Republicans Want the Government to Listen to the American Public on Ebola. That’s a Horrible Idea.

The Most Ingenious Teaching Device Ever Invented

Tom Hanks Has a Short Story in The New Yorker. It’s Not Good.

Brow Beat

Marvel’s Civil War Is a Far-Right Paranoid Fantasy

It’s also a mess. Can the movies do better?

Space: The Next Generation

An All-Female Mission to Mars

As a NASA guinea pig, I verified that women would be cheaper to launch than men.

Watching Netflix in Bed. Hanging Bananas. Is There Anything These Hooks Can’t Solve?

The Procedural Rule That Could Prevent Gay Marriage From Reaching SCOTUS Again

  News & Politics
Oct. 20 2014 7:13 PM Deadly Advice When it comes to Ebola, ignore American public opinion: It’s ignorant and misinformed about the disease.
Oct. 20 2014 7:23 PM Chipotle’s Magical Burrito Empire Keeps Growing, Might Be Slowing
Oct. 20 2014 3:16 PM The Catholic Church Is Changing, and Celibate Gays Are Leading the Way
  Double X
The XX Factor
Oct. 20 2014 6:17 PM I Am 25. I Don't Work at Facebook. My Doctors Want Me to Freeze My Eggs.
  Slate Plus
Tv Club
Oct. 20 2014 7:15 AM The Slate Doctor Who Podcast: Episode 9 A spoiler-filled discussion of "Flatline."
Brow Beat
Oct. 20 2014 6:32 PM Taylor Swift’s Pro-Gay “Welcome to New York” Takes Her Further Than Ever From Nashville 
Future Tense
Oct. 20 2014 4:59 PM Canadian Town Cancels Outdoor Halloween Because Polar Bears
  Health & Science
Medical Examiner
Oct. 20 2014 11:46 AM Is Anybody Watching My Do-Gooding? The difference between being a hero and being an altruist.
Sports Nut
Oct. 20 2014 5:09 PM Keepaway, on Three. Ready—Break! On his record-breaking touchdown pass, Peyton Manning couldn’t even leave the celebration to chance.