* Number of respondents per brand varied, with an average of 10,070 participants per brand.
According to the source, brands are ranked by net trust rating, which consists of the difference between the share of respondents trusting each brand to do the right thing and the share of those not trusting.
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Most trusted brands in the retail and e-commerce category in the U.S. 2024
As of March 2024, Amazon ranked first among the most trusted retail and e-commerce brands in the United States, with a net trust rating of 53.9 points. Home Depot and Lowe's followed with 52.6 and 51.5 points, respectively.
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Morning Consult. (June 12, 2024). Most trusted brands in the retail and e-commerce category in the United States as of March 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 16, 2026, from /statistics/494906/most-trusted-brands-e-commerce-category-us/
Morning Consult. "Most trusted brands in the retail and e-commerce category in the United States as of March 2024." Chart. June 12, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 16, 2026. /statistics/494906/most-trusted-brands-e-commerce-category-us/
Morning Consult. (2024). Most trusted brands in the retail and e-commerce category in the United States as of March 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 16, 2026. /statistics/494906/most-trusted-brands-e-commerce-category-us/
Morning Consult. "Most Trusted Brands in The Retail and E-commerce Category in The United States as of March 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 12 Jun 2024, /statistics/494906/most-trusted-brands-e-commerce-category-us/
Morning Consult, Most trusted brands in the retail and e-commerce category in the United States as of March 2024 ÌÇÐÄÆƽâ°æ, /statistics/494906/most-trusted-brands-e-commerce-category-us/ (last visited July 16, 2026)
Most trusted brands in the retail and e-commerce category in the United States as of March 2024 [Graph], Morning Consult, June 12, 2024. [Online]. Available: /statistics/494906/most-trusted-brands-e-commerce-category-us/
