Amazon Beats Apple & Google, Topping Corporate Reputation Poll

Today Amazon ranked highest for the most respected company in the U.S.

The annual Harris Poll Reputation Quotient, which measures companies in six key areas that build reputation and influence customer behavior. The market-research firm asked more than 14,000 customers this year.

The categories included in the survey are social responsibility, emotional appeal, products and services, workplace environment, financial performance, and vision and leadership.

A company's reputation is everything as it impacts sales revenue and stock price. Last year's winner Apple slipped to second place. Google had a strong placement in fourth. The other companies listed in the top 5 were The Walt Disney Company and Johnson & Johnson.

"Our results show that Amazon has managed to build an intimate relationship with the public without being perceived as intrusive. And as the company that is so widely known for its personal recommendations, more than nine in ten members of the public would recommend Amazon to friends and family," Robert Fronk of Harris Interactive said.