Retailers: Amazon, Tesco, John Lewis, M&S top new UK Trusted Brands Index

UK Trusted Brands Index

New research by Reputation Leaders finds that 63% of UK survey respondents could name a brand they consider trustworthy.

LONDON, UNITED KINGDOM, October 20, 2026 /EINPresswire.com/ -- Amazon, Tesco, John Lewis, Marks & Spencer, and Apple top the UK Trusted Brands Index. The Index is based on a new UK study by Reputation Leaders, conducted in September 2026, titled Vantage Point 2026: UK Edition. 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. The tallied top-of-mind trust results were used to create the UK Trusted Brands Index.
Despite recent controversies, Amazon topped the Index. Their dependable app-to-home delivery generated trust, with convenience, speed, and reliability driving their position.

“Marks & Spencer (M&S) was top-of-mind in consumers’ recall of companies going through crisis due to a major cybersecurity breach in April 2025. However, M&S also ranked 4th on Reputation Leaders UK Trusted Index in 2026, showing that a strong brand reputation gives you a second chance to put things right,” said Reputation Leaders CEO Laurence Evans.

The Vantage Point
The UK Trusted Brands Index forms part of Reputation Leaders’ Vantage Point report, a reputation report for communications professionals and business leaders on emerging reputation risks and what consumers expect from business in a shifting trust landscape.

The UK Trusted Brands Index
Rank Brand Votes (Weighted)
1 Amazon 91
2 Tesco 89
3 John Lewis 53
4 Marks & Spencer 47
5 Apple 46
6 Sainsbury’s 24
7 Nike 19
8 Samsung 17
9 Barclays 16
10 Aldi 15
11 Adidas 14
12 Morrisons 13
13 Nationwide 11
14 Zara 10
14 Octopus Energy 10
14 Google 10
17 Waitrose 8
17 Sky 8
19 ASDA 7
19 Coca-Cola 7
19 Netflix 7
19 Lidl 7
23 Sony 6
23 IKEA 6
23 British Gas 6
23 Argos 6
23 British Airways 6
23 Co-op 6
29 Boots 5
29 Jet 2 Holidays 5
29 O2 5
29 Currys 5
33 BBC 4
33 BT 4

Methodology
The brands listed were ranked by the frequency of top-of-mind recall as trustworthy brands. Individual brands were not evaluated for their level of perceived trustworthiness. The resulting ranking, therefore, is not a ranking of trust alone. Instead, it reflects the intersection of perceived brand trustworthiness and top-of-mind brand familiarity. Thus, inclusion on the index is a win for brands mentioned. The data were weighted to match the UK’s national demographics by gender, age, and region. The margin of error for the Trusted Brands sample of 632 is ±3.9 % at the 95% confidence level.

About Reputation Leaders
Reputation Leaders was founded in 2013 by Laurence Evans. Since then, Reputation Leaders has helped leading brands build their corporate reputation through world-class thought leadership and reputation measurement.

Laurence Evans
Reputation Leaders Ltd
+44 1342 314777
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