BrandSpark Most Trusted Awards 2021

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.

Nancy Cooper Signature 2
E-CommerceAthletic ShoesAmazon / Nike (tie)
E-CommerceBedding & LinensAmazonBed Bath and Beyond
E-CommerceContact Lenses1-800 Contacts
E-CommerceCosmeticsAmazon / Ulta (tie)Sephora
E-CommerceCraft SuppliesAmazon / Michaels (tie)Hobby Lobby / Joann (tie)
E-CommerceElectronicsAmazonBest Buy
E-CommerceGeneral GoodsAmazonWalmart
E-CommerceGlasses/Prescription EyewearZenni
E-CommerceGrocery DeliveryAmazon / Walmart (tie)Instacart
E-CommerceGrocery Pick-upWalmart
E-CommerceHealth & WellnessAmazon
E-CommerceHome Décor & FurnishingsAmazonWayfair
E-CommerceHome Exercise EquipmentAmazon
E-CommerceHome Improvement / RenovationHome DepotLowes
E-CommerceHome Office FurnitureAmazonOffice DepotStaples
E-CommerceMens ActivewearAmazonNike
E-CommerceOffice SuppliesAmazon / Staples (tie)StaplesOffice Depot
E-CommerceOutdoor GearAmazonREI
E-CommercePet Food & SuppliesChewyAmazon
E-CommerceSporting GoodsAmazon / Dick's (tie)
E-CommerceSports & Fitness NutritionAmazonGNC
E-CommerceWomens ActivewearAmazon
E-CommerceWomens LingerieVictoria's SecretAmazon
Online/AppsAntivirus SoftwareNortonMcAfeeAvast
Online/AppsArtisan MarketplaceEtsy
Online/AppsBuy And Sell WebsiteeBayAmazonFacebook Marketplace
Online/AppsChildrens Learning AppABCmouse
Online/AppsCredit Score Checking SiteCredit KarmaExperian
Online/AppsFashion Marketplace Site/AppAmazon
Online/AppsFitness Tracking AppFitbitMyFitnessPal
Online/AppsFood Delivery AppDoorDashGrubhubUber Eats
Online/AppsHome Professional Hiring AppHomeAdvisorAngie's List
Online/AppsInternational Money Transfer Site/AppPaypalWestern Union
Online/AppsInternet Radio AppPandoraiHeartRADIOSirius / Spotify (tie)
Online/AppsJob Site/employment ClassifiedsIndeed
Online/AppsLanguage Learning AppDuolingoRosetta Stone
Online/AppsLocal Deals SiteGrouponFacebook Marketplace
Online/AppsMusic Streaming ServiceSpotifyPandoraAmazon Music
Online/AppsOnline Document SignaturesDocuSignAdobe
Online/AppsOnline Golf BookingGolfNow
Online/AppsPaid-membership Dating / Tinder (tie)eHarmony
Online/AppsRide Sharing AppUberLyft
Online/AppsShort-term Rental Booking SiteAirbnbVRBO
Online/AppsSite for Printing ServicesVistaprint
Online/AppsStreaming Service For KidsDisney+NetflixYoutube
Online/AppsStreaming Service For Quality ContentNetflixHulu / Prime (tie)
Online/AppsTax Preparation SoftwareTurboTaxH&R Block
Online/AppsVacation Booking Site/
Online/AppsVideo Conferencing AppZoom
Online/AppsWebsite Builder/PlatformWix / GoDaddy (tie)WordPress
Online/AppsWebsite For Health InformationWebMD
ServicesAlarm ServiceADT
ServicesCar Rental ServiceEnterpriseHertzAvis / Budget (tie)
ServicesCashback Rewards Credit CardDiscoverCapital One
ServicesCellular Service ProviderVerizonAT&TT-Mobile
ServicesDiscount Auto Insurance ProviderGeicoProgressive
ServicesDiscount Cellular Service ProviderTracfoneConsumer Cellular
ServicesFinancial Advisory FirmFidelity
ServicesFlower Delivery Service1-800-FlowersFTD
ServicesFull Service Auto Insurance ProviderState FarmGeico
ServicesGas StationShell
ServicesHigh Speed Internet ProviderSpectrumXfinityAT&T
ServicesHome Insurance ProviderState FarmAllstate
ServicesHome Shopping NetworkQVCHSNAmazon
ServicesHotel ChainHilton / Marriott (tie)Holiday Inn
ServicesJunk Removal Service1-800-GOT-JUNK?
ServicesLife Insurance ProviderState Farm
ServicesLoyalty ProgramKroger
ServicesMeal Kit Delivery ServiceHelloFreshBlue Apron
ServicesNo Fee Credit CardDiscoverCapital One
ServicesOil Change Service ChainJiffy Lube
ServicesOnline Investment Management ServiceFidelityTD Ameritrade
ServicesOnline-only BankChime
ServicesPest Control ServiceTerminix
ServicesRoadside Assistance ProviderAAA
ServicesSupplemental Health Insurance ProviderUnited HealthcareBlue Cross Blue Shield
ServicesTax Preparation ServiceH&R BlockTurboTax
ServicesTire Sales & Service ProviderDiscount Tire (America's Tire)
ServicesTravel Insurance ProviderAllianz
ServicesTv Service ProviderSpectrum / Xfinity (tie)DIRECTV
ServicesValue Hotel ChainHilton / Holiday Inn (tie)
ServicesWeight Loss ProgramWeight Watchers


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.