What's remarkable is that Amazon was founded in 1995. Remember that when someone tells you that big companies just keep getting bigger, etc. That being said, I'm a huge Amazon fan boy (and that's boy with a "y" not an "i" ;) ).

http://www.techflash.com/seattle/2011/04/amazon-americas-most-reputable-company.html

Amazon.com appears to be firing on all cylinders. Not only is the Seattle ecommerce giant growing rapidly and expanding into its shiny new headquarters. But consumers apparently really, really like the company.
Amazon is the most reputable company in the U.S., according to a study that measures “trust, esteem, admiration, and good feelings” customers have towards the largest 150 U.S. companies.

That news should take some of the sting out of a mounting effort to get Amazon to collect sales taxes from online sales across the U.S.
It is the first time an online company and retailer has topped the list, According to PRWeek.

Following Amazon on the list are Kraft Foods, Johnson & Johnson, 3M, Kellogg, UPS, FedEx, Sara Lee, Google and The Walt Disney Co.
The list was compiled by Reputation Institute working with Forbes Media. It was compiled from 33,000 online consumer responses taken in January and February, according to PRWeek.

Amazon rose from 21st on the list in 2010. Microsoft tumbling out of the top 20.

Meanwhile, Amazon.com also tops the list of U.S. companies with the best customer service, according to a report by market researcher Temkin Group.
The ratings are based on customer feedback of recent dealings with the companies. The findings are based on a survey of 6,000 U.S. consumers who had recent interactions with 143 large U.S. companies, according to Chain Store Age.