5 of 50
Top 50 rank: 5
Rank in Internet Services and Retailing: 2
(Previous rank: 2)
Overall score: 7.39
Why it's admired
What a show! The Internet retail giant makes a triumphant debut on the list this year at No. 5 as continued growth, strong sales in the recession, and the early success of the Kindle won Jeff Bezos the respect of our voters.

While Amazon doesn't publicly disclose product sales figures, the company claims millions of the electronic media readers have sold, and that it now sells six Kindle e-books for every 10 printed books.

That early success will soon be challenged by Apple's forthcoming iPad, of course, but Amazon's innovation and leadership in 2009 were more than enough to win Big Business's high esteem. --C.T.

Should Amazon.com be admired, or what?
Amazon.com stats
Nine key attributes of reputation Industry rank
Innovation 2
People management 2
Use of corporate assets 1
Social responsibility 3
Quality of management 1
Financial soundness 2
Long-term investment 2
Quality of products/services 2
Global competitiveness 2
From the March 22, 2010 issue
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Show: Top 50 | All Most Admired: The Americas | Europe | Asia/Australia
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