Amazon, Costco and UPS have the best corporate reputation among the biggest listed companies in the United States in 2024, just ahead of well-respected brands such as FedEx and Lowe’s, according to Caliber, a stakeholder intelligence company.
Caliber’s 30 Most Trusted and Liked Companies Survey found that significantly more companies fell in the Trust & Like Score rankings versus years past when reputation scores have been more likely to rise or remain neutral.
Amazon, Costco and UPS topped the list with a TLS of 78, which is two points lower than last year for Amazon and one point higher for both Costco and UPS. Costco and UPS are two of only five companies on the list to improve their TLS from the year-earlier survey. FedEx followed with a score of 77, while Lowe’s and Home Depot tied for third at 76 points.
This year’s top 10 rankings and year-over-year change came in as Caliber stated:
- Amazon, 78, down two points
- Costco, 78, up one point
- UPS, 78, up one point
- FedEx, 77, flat
- Lowe’s, 76, down one point
- The Home Depot, 76, flat
- Kroger, 74, down three points
- CVS Health, 73, down three points
- Target, 72, down one point
- Walmart, 72, down three points
Immediately following were P&G at 71, flat year over year, Apple at 70, down four points from 2023, Dell Technologies, at 70, down three points, Microsoft, 70 down two points and General Motors 69 down three points. Meta and Tesla came in at the bottom of the top 30, with Meta in 29th place at 54, down four points, and Tesla in 30th place at 53, down nine. Tesla’s status fell further than any other company in the top 30.
“Amazon maintains its strong reputation and position at the top of the list, which likely reflects its consistent presence in most Americans’ lives and its continued drive to innovate,” said Caliber CEO Shahar Silbershatz in announcing the survey results. “The fact that Amazon has maintained this lead even with a two-point drop in its Trust & Like Score is an impressive sign of the reputational capital it has banked, given the reputational hurdles like strikes that it faced in 2024. The company’s investments in and partnership with OpenAI rival Anthropic likely also contributed to its position at the top of the list and the 44.4% increase in its share price, keeping it competitive for its key stakeholders.”
Caliber’s annual Trust & Like Score is the product of a daily tracking study that measures public perceptions of the 30 largest and most visible Fortune 500 companies, selected based on their annual revenue and familiarity among the general public. The results, as released in 2025, come from 14,230 evaluations made throughout 2024, statistically representative of the U.S. population.
