Amazon triumphs as Canada's most trusted e-commerce brand: survey

Amazon Inc.’s (AMZN) reliability and consistency has helped the online giant become one of the most trusted e-commerce brands for Canadian shoppers, according to a recent survey.

BrandSpark International surveyed 6,900 Canadians about their e-commerce shopping experiences and found that Amazon was the most trusted brand in a broad range of categories – including everything from baby supplies and housewares to clothing and small home appliances.

“Amazon’s win in a majority of the e-commerce categories reflects its success as a fulfillment site, since consumers say they choose to purchase products on Amazon because they trust the site’s reliability and consistency,” BrandSpark said in a statement announcing the winners of its Most Trusted Awards program on Thursday.

“More shoppers are convinced they can trust Amazon for major purchases as well as lower-priced items.”

While Amazon managed to sweep most categories, specialized retailers did manage to beat the e-commerce giant in some groups. Sephora was voted the most trusted beauty brand, Home Depot took the top spot for home improvements and major appliances, and SportCheck won in the sporting goods department. Hudson’s Bay, Wayfair and BestBuy also tied with Amazon as the most trusted brands when it came to women’s clothing, home decor, and home entertainment, respectively.

“In an increasingly online world, trust has never been more important,” BrandSpark International president Robert Levy said in a statement.

According to the survey, 71 per cent of Canadian shoppers say unfiltered customer reviews on e-commerce websites help establish trust. A majority of consumers rely on product and service reviews to make purchase decisions.

Amazon has been rapidly expanding its operations in Canada as more consumers continue turning to the e-commerce giant in droves. The company has quadrupled its same or one-day delivery reach since 2015, now reaching approximately two-thirds of households in Ontario, Quebec and British Columbia, 59 per cent of households in Alberta, and 44 per cent of households in Saskatchewan. The online retailer has been expanding its network of fulfilment centres and is slated to open its sixth facility in Ontario in September.

Amazon was the top e-commerce destination for Canadian consumers last year, according to RBC’s Canadian E-Commerce Survey, and was more than twice as popular as Walmart.

Here’s a full list of winners:



Baby & Children's Clothing

Old Navy /

Carter's OshKosh /

The Children's
Place (tie)

Baby Supplies / Gear


Beauty & Cosmetics




Cameras & Photography Supplies*


Electronic Gaming / Videogames


Health & Wellness


Home Décor

Amazon / Wayfair (tie)

Home Entertainment (Televisions, Stereos, etc.)*

Amazon / Best Buy (tie)

Home Improvement / Renovation

The Home Depot

Household Cleaning & Laundry Products*


Housewares / Kitchenware


Laptop / Desktop Computers

Best Buy

Major Home Appliances*

The Home Depot



Men's Clothing / Fashion


Personal Electronics (Headphones, Bluetooth
Speakers, etc.)


Pet Food & Supplies


Recreation & Outdoor Gear*


Shoes / Footwear


Small Home Appliances


Sporting Goods

Sport Chek

Toys & Games


Women's Clothing / Fashion

Amazon / Hudson’s Bay (tie)

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