Why do we love Amazon?

The infographic below was made in 2011, look at how many areas Amazon has executed and crushed it (the Nook?). Amazon’s secret weapon is reputation, they have managed to grow in multiple arenas and somehow not come off as the arrogant, corporate gorilla.  In a recent Harris Interactive survey, Amazon came out on top in multiple categories.

Amazon’s reputation strength runs wide and deep as it ranked in the top five in five of the six dimensions of reputation. Amazon had a five point advantage over any other company in the study in the dimension of Emotional Appeal, despite an entirely virtual relationship with the public. Amazon also achieved the top rating in the dimension of Products & Services.


Amazon earned nearly 100 percent positive ratings on all measures related to Trust. More than 50 percent of respondents also recall discussing Amazon with friends and family in the past year, and nearly 100 percent of these conversations were positive.


Our results show that Amazon has managed to build an intimate relationship with the public without being perceived as intrusive. And as the company that is so widely known for its personal recommendations, more than nine in ten members of the public would recommend Amazon to friends and family

While I find it difficult to create customer relationships with an online company, they have excelled, but I still can’t put my finger on how when they are competing head to head with so many people and still being loved.

Amazon Infographic

Source: CPC Strategy Blog


2 Replies to “Why do we love Amazon?”

  1. Hi Dana,

    The one I’m most intrigued by is the battle between Amazon and Paypal.

    In some ways, as far as sentiment goes, Amazon is Paypal’s opposite. Whilst everyone loves Amazon as a brand and chooses to use them as a consumer, the majority of people I speak to seem to despise Paypal only using them out of necessity. With people like Stripe disrupting the payment sector, that fragmentation usually provides room for a new larger player to come in and dominate, especially if they understand people’s changing needs (in this case it seems to be making things easy from a developer POV as well as providing super competitive processing rates).

    Ultimately, they’ll need to achieve what Google have struggled to do with their ‘Wallet’ solution.

  2. Good point Justin. The one place that trust and reputation make a huge difference is with people’s money. Amazon’s success rate when they enter a sector is staggering, so Ebay/Paypal has to be very worried.