SMB trust survey: Amazon No. 1, Google No. 3, Facebook No. 20

Small business (SMB) networking site Alignable has released its latest quarterly SMB Trust Index. The rankings come from net promoter scores (NPS) from 23,000 small businesses.

There are 86 brands in the index. The company does not screen for verified customers as a prerequisite for rating the companies on the list.

Each individual category has leaders and laggards. However, the following is the overall list of most trusted brands, based on the NPS survey data:

Top 20 most trusted brands

1. Amazon

2. WordPress

3. Google

4. Apple

5. FedEx

6. Authorize.Net

7. Stripe

8. UPS

9. PayPal

10. LinkedIn

11. Twitter

12. Vistaprint

13. Square

14. 1&1

15. Microsoft

16. Dropbox

17. MailChimp

18. Intuit QuickBooks

19. Pinterest

20. Facebook

There’s a fairly high degree of volatility in these ratings. For comparison, the following is the top 10 list from November of last year:

1. Amazon

2. WordPress

3. Authorize.Net

4. Google

5. MailChimp

6. FedEx

7. Instagram

8. Square

9. Twitter

10. LinkedIn

One of the more interesting observations of the report is that “less than half (44 percent) [of brands rated] earned positive brand sentiment from business owners.” Indeed, the bottom 10 includes prominent brands such as Wells Fargo, Yext, Yelp, Web.com and ReachLocal.

The full list, including anecdotal comments from business owners, is available on the Alignable site.