Amazon, Tesco lead UK Trusted Brands Index

Amazon, Tesco, John Lewis, Marks & Spencer and Apple rank highest in a new UK trust survey from Reputation Leaders. The study found that 632 of 1,000 adults could name at least one brand they saw as trustworthy, underscoring the importance of familiarity as well as reputation.

Why it matters: - The index shows which brands UK consumers most readily connect with trust in a crowded market. - It also shows that trust is not just about reputation scores. Familiarity and recall play a major role in which brands make the cut. - Marks & Spencer’s ranking suggests a major brand can recover consumer confidence even after a crisis.

What happened: - Reputation Leaders published the UK Trusted Brands Index as part of its Vantage Point 2026: UK Edition report. - The research was conducted in September 2026. - The survey asked 1,000 UK adults: “Thinking about the past 12 months, what brands are great examples of trustworthy companies and why?” - 632 respondents could name a brand they felt was trustworthy. - Amazon ranked No. 1, followed by Tesco, John Lewis, Marks & Spencer and Apple.

The details: - Amazon led the index with 91 weighted votes. - Tesco placed second with 89 votes. - John Lewis ranked third with 53 votes. - Marks & Spencer ranked fourth with 47 votes. - Apple ranked fifth with 46 votes. - Sainsbury’s, Nike, Samsung, Barclays and Aldi filled out the top 10. - Other brands on the list included Adidas, Morrisons, Nationwide, Zara, Octopus Energy, Google, Waitrose, Sky, ASDA, Coca-Cola, Netflix, Lidl, Sony, IKEA, British Gas, Argos, British Airways, Co-op, Boots, Jet 2 Holidays, O2, Currys, BBC and BT. - Reputation Leaders said Amazon’s position reflected dependable app-to-home delivery, with convenience, speed and reliability driving trust. - Laurence Evans, chief executive of Reputation Leaders, said Marks & Spencer’s top-of-mind recall followed its April 2025 cybersecurity breach, but the brand still ranked fourth in 2026. - The ranking is based on top-of-mind recall of trustworthy brands, not a direct measure of trust alone. - The data were weighted to match UK demographics by gender, age and region. - The margin of error for the sample of 632 is plus or minus 3.9% at the 95% confidence level.

Between the lines: - The results suggest trust and awareness are intertwined. A brand has to be remembered before it can be named as trustworthy. - Amazon’s top finish is notable because the company has faced recent controversies, yet consumers still associate it with reliability and convenience. - M&S’s finish points to a broader reputational lesson: a strong brand can retain consumer goodwill after a crisis, if customers believe it responds effectively. - The index may be useful for communications teams because it highlights which brands are winning mental availability, not just positive sentiment.

What's next: - Reputation Leaders will continue using the Vantage Point report to track emerging reputation risks and consumer expectations. - Brands on the list can use the rankings to benchmark how visible trust is in the market and where reputation work may still be needed. - Communications leaders are likely to watch whether trust rankings shift as consumers respond to service quality, crises and brand consistency.

The bottom line: - In the UK, the most trusted brands are also the most easily recalled. Convenience, reliability and reputation still win.