
BrandSpark Most Trusted Awards 2021
Asked what we care About when we shop, most of us might cite price or quality or variety of choice. But what we're always looking for, I think, is a brand we can trust.
That's why Newsweek partnered with BrandSpark, a leading market research firm, to create this list for our readers. The BrandSpark Most Trusted Awards (BMTAs) is America's most comprehensive award program focused on trust in consumer brands, service providers and retailers. Over 10,000 shoppers participated in the 2021 Services & E-commerce edition, and 84 service and ecommerce categories were included. These awards are 100 percent consumer-voted by real category shoppers and customers.
Market research professionals at BrandSpark manage the study. Shoppers voted on the BMTAs as part of the BrandSpark American Trust Study meaning that each BMTA winner has access to detailed research on who trusts their brand and why.

SEGMENT | CATEGORY | GOLD | SILVER | BRONZE |
---|---|---|---|---|
E-Commerce | Athletic Shoes | Amazon / Nike (tie) | ||
E-Commerce | Bedding & Linens | Amazon | Bed Bath and Beyond | |
E-Commerce | Books | Amazon | ||
E-Commerce | Contact Lenses | 1-800 Contacts | ||
E-Commerce | Cosmetics | Amazon / Ulta (tie) | Sephora | |
E-Commerce | Craft Supplies | Amazon / Michaels (tie) | Hobby Lobby / Joann (tie) | |
E-Commerce | Electronics | Amazon | Best Buy | |
E-Commerce | General Goods | Amazon | Walmart | |
E-Commerce | Glasses/Prescription Eyewear | Zenni | ||
E-Commerce | Grocery Delivery | Amazon / Walmart (tie) | Instacart | |
E-Commerce | Grocery Pick-up | Walmart | ||
E-Commerce | Health & Wellness | Amazon | ||
E-Commerce | Home Décor & Furnishings | Amazon | Wayfair | |
E-Commerce | Home Exercise Equipment | Amazon | ||
E-Commerce | Home Improvement / Renovation | Home Depot | Lowes | |
E-Commerce | Home Office Furniture | Amazon | Office Depot | Staples |
E-Commerce | Mens Activewear | Amazon | Nike | |
E-Commerce | Office Supplies | Amazon / Staples (tie) | Staples | Office Depot |
E-Commerce | Outdoor Gear | Amazon | REI | |
E-Commerce | Pet Food & Supplies | Chewy | Amazon | |
E-Commerce | Sporting Goods | Amazon / Dick's (tie) | ||
E-Commerce | Sports & Fitness Nutrition | Amazon | GNC | |
E-Commerce | Womens Activewear | Amazon | ||
E-Commerce | Womens Lingerie | Victoria's Secret | Amazon | |
Online/Apps | Antivirus Software | Norton | McAfee | Avast |
Online/Apps | Artisan Marketplace | Etsy | ||
Online/Apps | Buy And Sell Website | eBay | Amazon | Facebook Marketplace |
Online/Apps | Childrens Learning App | ABCmouse | ||
Online/Apps | Credit Score Checking Site | Credit Karma | Experian | |
Online/Apps | Fashion Marketplace Site/App | Amazon | ||
Online/Apps | Fitness Tracking App | Fitbit | MyFitnessPal | |
Online/Apps | Food Delivery App | DoorDash | Grubhub | Uber Eats |
Online/Apps | Home Professional Hiring App | HomeAdvisor | Angie's List | |
Online/Apps | International Money Transfer Site/App | Paypal | Western Union | |
Online/Apps | Internet Radio App | Pandora | iHeartRADIO | Sirius / Spotify (tie) |
Online/Apps | Job Site/employment Classifieds | Indeed | ||
Online/Apps | Language Learning App | Duolingo | Rosetta Stone | |
Online/Apps | Local Deals Site | Groupon | Facebook Marketplace | |
Online/Apps | Music Streaming Service | Spotify | Pandora | Amazon Music |
Online/Apps | Online Document Signatures | DocuSign | Adobe | |
Online/Apps | Online Golf Booking | GolfNow | ||
Online/Apps | Paid-membership Dating Site | Match.com / Tinder (tie) | eHarmony | |
Online/Apps | Ride Sharing App | Uber | Lyft | |
Online/Apps | Short-term Rental Booking Site | Airbnb | VRBO | |
Online/Apps | Site for Printing Services | Vistaprint | ||
Online/Apps | Streaming Service For Kids | Disney+ | Netflix | Youtube |
Online/Apps | Streaming Service For Quality Content | Netflix | Hulu / Prime (tie) | |
Online/Apps | Tax Preparation Software | TurboTax | H&R Block | |
Online/Apps | Vacation Booking Site/App | Expedia | Booking.com | |
Online/Apps | Video Conferencing App | Zoom | ||
Online/Apps | Website Builder/Platform | Wix / GoDaddy (tie) | WordPress | |
Online/Apps | Website For Health Information | WebMD | ||
Services | Airline | Southwest | Delta | American |
Services | Alarm Service | ADT | ||
Services | Car Rental Service | Enterprise | Hertz | Avis / Budget (tie) |
Services | Cashback Rewards Credit Card | Discover | Capital One | |
Services | Cellular Service Provider | Verizon | AT&T | T-Mobile |
Services | Discount Auto Insurance Provider | Geico | Progressive | |
Services | Discount Cellular Service Provider | Tracfone | Consumer Cellular | |
Services | Financial Advisory Firm | Fidelity | ||
Services | Flower Delivery Service | 1-800-Flowers | FTD | |
Services | Full Service Auto Insurance Provider | State Farm | Geico | |
Services | Gas Station | Shell | ||
Services | High Speed Internet Provider | Spectrum | Xfinity | AT&T |
Services | Home Insurance Provider | State Farm | Allstate | |
Services | Home Shopping Network | QVC | HSN | Amazon |
Services | Hotel Chain | Hilton / Marriott (tie) | Holiday Inn | |
Services | Junk Removal Service | 1-800-GOT-JUNK? | ||
Services | Life Insurance Provider | State Farm | ||
Services | Loyalty Program | Kroger | ||
Services | Meal Kit Delivery Service | HelloFresh | Blue Apron | |
Services | No Fee Credit Card | Discover | Capital One | |
Services | Oil Change Service Chain | Jiffy Lube | ||
Services | Online Investment Management Service | Fidelity | TD Ameritrade | |
Services | Online-only Bank | Chime | ||
Services | Pest Control Service | Terminix | ||
Services | Roadside Assistance Provider | AAA | ||
Services | Supplemental Health Insurance Provider | United Healthcare | Blue Cross Blue Shield | |
Services | Tax Preparation Service | H&R Block | TurboTax | |
Services | Tire Sales & Service Provider | Discount Tire (America's Tire) | ||
Services | Travel Insurance Provider | Allianz | ||
Services | Tv Service Provider | Spectrum / Xfinity (tie) | DIRECTV | |
Services | Value Hotel Chain | Hilton / Holiday Inn (tie) | ||
Services | Weight Loss Program | Weight Watchers |
Methodology:
The polling of category shoppers is conducted via online survey following regular market research best practices. All voters are screened for participation in the specific category in order to vote by naming (unaided) the brand they trust most.
Respondents are recruited via personal invitation from multiple panel sources and weighted to a national profile to ensure a broad sample representing a true cross-section of American adults. Respondents can only contribute one response per cate- gory and there is no path for any brand to direct respondents to the survey to in- fluence the results.
The highest share of citations as Most Trusted brand in each category determines the winner. The margin of victory over the runner-up brand must exceed 3 percent or a tie is declared. Brands must exceed a minimum threshold of citations to be declared a winner.