The most trusted retail brands are…
A new ranking reveals which retail brands consumers trust the most across several categories.
Amazon is the most trusted retail/e-commerce brand as measured by the new Morning Consult's Most Trusted Brands 2026 study. Drawing on Morning Consult's continuous tracking of more than 3,200 brands, the study also finds that the following brands are the most trusted in the following categories:
- Apparel – Levi’s.
- Auto service – AutoZone.
- Convenience store – 7-Eleven.
- Cosmetic & beauty – Bath & Body Works.
- Grocery store – Aldi.
- Home improvement – Home Depot.
- Mobile & internet – T-Mobile.
- Oil & gas – Shell.
- Pet store – PetSmart.
- Pharmacy – Walgreens.
- Social media – Pinterest.
- Tech – Google.
In the list of the top 25 overall brands (across all business categories), Google ranked third while Amazon ranked 13th and Home Depot ranked 25th (tied with financial services company Visa). CPG brand Dawn Dish Soap led all brands with the number one trust ranking, followed by health and beauty care brand Band Aid at number two.
[READ MORE: Here’s what drives brand discovery for consumers]
Two retailers made the list of the top 25 trust risers (brands with largest year-over-year net trust gain): PetSmart at #4 and Gap at #13. The study also tracked the most trusted brands by generation:
Gen Z: YouTube #1. Retailers in the top 15 were Costco (#4), Domino’s (#13) and PetSmart (#15).
Millennials: PayPal #1. Retailers in the top 15 were Google (#3), Nike (#12), Domino’s (#13) and Pizza Hut (#15 – tied with Cheerios).
Gen X: Band-Aid #1. Google ranked fifth overall.
Boomers: Dawn Dish Soap #1. Ace Hardware ranked fourth overall.
Overall, Morning Consult says the 2026 results reflect a clear pattern. In an uncertain moment, consumers are placing their trust in familiar, dependable brands, and household staples lead the ranking.
For every brand tracked, survey respondents are asked “How much do you trust this brand to do what is right?” Morning Consult’s Most Trusted Brands rankings are determined by net trust, or the share of respondents who said they trust each brand to do the right thing “a lot” or “some” minus the share who said “not much” or “not at all.” The surveys for this study were conducted between January 1 and May 15, 2026. Year-over-year comparisons reference the same window in 2025. This year's analysis spans over 3,200 brands measured, with an average of over 10,000 surveys per brand per year.
