• by Joe Mandese  @mp_joemandese, May 16, 2018

Amazon ranks as the most trusted retail brand, according to results of the 2018 Brand Trust Index Retail Report, being released this week by Ayzenberg Group.

The index, based on the self-reported responses of more than 4,000 U.S. adults asked to rank each retail brand’s trustworthiness on a scale of 0 to 100, shows Amazon’s dominance by a wide margin over the next most trusted retailer, Target.

Overall, nearly a third (30%) of respondents selected Amazon as the brand they trust most.

Electronics retailers Apple and Best Buy, meanwhile, generated the most polarized responses, with respondents either ranking them as extremely positive or extremely negative.

The findings are signifcant, because Ayzenberg says consumer trust is a key indicator of purchase behavior.