United States

Navigate this region's Brand Index, industry rankings and value of simplicity.

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Top 10

Bottom 10

Amazon

Rank change
from 2012:

Brand Simplicity
Score:

916

Industry:

Internet retail

Amazon locks in the top spot of the US Simplicity Index, winning consumers over with its user-friendly interface and seamless customer experience. Respondents say they appreciate the site remembering their personal preferences as well as the “1-click” ordering option. And with the acquisition of GoodReads, the world’s largest social network for readers and book recommendations, Amazon has reinforced its one-stop-for-all reputation.

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Netflix

Rank change
from 2012:

Brand Simplicity
Score:

912

Industry:

Internet retail

Netflix keeps things simple, convenient and entertaining for consumers, which is why it’s still riding high in the US Simplicity Index. It’s delivering on multiple fronts, say respondents—from unlimited streaming and DVDs in the mail to Emmy-winning original series available on demand. No wonder respondents see Netflix as “pioneers of online video entertainment.”

McDonald’s

Rank change
from 2012:

Brand Simplicity
Score:

897

Industry:

Restaurants

Familiar and ubiquitous, McDonald’s remains securely in the US Top 10 this year. That’s because the fast-food giant’s familiar menu offers consistent pricing and reliable quality across the franchise. And in a healthy brand move, McDonald’s has added calorie information to its menus across the country, feeding customers information about their food choices.

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SUBWAY

Rank change
from 2012:

-3

Brand Simplicity
Score:

884

Industry:

Restaurants

Subway is the world’s largest restaurant chain based on the number of locations. It also remains one of the simplest brands in the US Simplicity Index, after earning the top honor last year. Its menu is straightforward—offering healthier options than many of its competitors, say respondents—and its promotions are crystal clear. As one respondent puts it: “$5 foot-long is as simple as it can be!”

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Zappos.com

Rank change
from 2012:

Brand Simplicity
Score:

879

Industry:

Internet retail

Consumers praise Zappos for a hassle-free experience that includes quick and easy returns. Named one of the “Best Companies to Work For” in 2013 by Fortune Magazine, the enthusiasm of Zappos’ employees translates to happier consumers who give the company’s customer service high marks. Respondents say they also appreciate the variety of shoes, clothing, accessories and the well-designed website.

Dunkin’ Donuts

Rank change
from 2012:

-4

Brand Simplicity
Score:

842

Industry:

Restaurants

Dunkin’ Donuts splashes into the US Top 10 once again with its reassuringly simple menu where coffee and donuts are always the stars. With more than 7,000 stores in the US, the brand is a perpetual go-to of convenience. While staying true to its brand, the chain still knows how to adapt, however, and this year will introduce a gluten-free donut.

Publix

Rank change
from 2012:

-1

Brand Simplicity
Score:

841

Industry:

Retail/Grocery

A strong commitment to quality and customer service has earned Publix a place as one of the most popular—and simplest—grocery stores in the nation. Unambiguous pricing and a spic-and-span shopping environment have helped the Southern chain stay ahead of the competition and keep growing. “Shopping is a pleasure” at Publix, said one respondent.

Google

Rank change
from 2012:

-5

Brand Simplicity
Score:

835

Industry:

Internet search

While Google expands its product lines through innovation and acquisition, it hasn’t lost sight of its role as the go-to search engine—not when consumers extol the virtues of Google Search’s ubiquity, lack of clutter, accurate answers and helpful suggestions. The brand’s growing product line hasn’t complicated that relationship, either. Most view the expansion as more seamless integration.

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Southwest Airlines

Rank change
from 2012:

Brand Simplicity
Score:

828

Industry:

Travel/Air

Southwest Airlines lands in the US Top 10 for the first time, managing to navigate the complexities of the industry that keep competitors near the bottom of the US Simplicity Index. The Dallas-based, low-cost airline has an approach that’s certainly direct: rather than complicating ticketing and burdening travelers with a variety of fees, including baggage, Southwest lists one complete price. Simple.

10.

Starbucks

Rank change
from 2012:

-1

Brand Simplicity
Score:

822

Industry:

Restaurants

With close to 12,000 stores in the US, Seattle-based Starbucks has made itself an integral and uplifting part of the daily grind in America. Despite a slight increase in store prices this year, Starbucks remains in the US Top 10—consistently applauded for its ability to deliver exactly what is promised—“making it simple to get a cup of decent coffee” anywhere a Starbucks is found.

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11.

Pizza Hut

Rank change
from 2012:

Brand Simplicity
Score:

821

Industry:

Restaurants

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12.

Trader Joe’s

Rank change
from 2012:

Brand Simplicity
Score:

795

Industry:

Retail/Grocery

13.

Burger King

Rank change
from 2012:

+14

Brand Simplicity
Score:

783

Industry:

Restaurants

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14.

KFC

Rank change
from 2012:

+11

Brand Simplicity
Score:

776

Industry:

Restaurants

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15.

Target

Rank change
from 2012:

-1

Brand Simplicity
Score:

775

Industry:

Retail/General

16.

IKEA

Rank change
from 2012:

Brand Simplicity
Score:

764

Industry:

Retail/General

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17.

Bing

Rank change
from 2012:

+12

Brand Simplicity
Score:

760

Industry:

Internet search

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18.

Kroger

Rank change
from 2012:

Brand Simplicity
Score:

759

Industry:

Retail/Grocery

19.

Groupon

Rank change
from 2012:

+31

Brand Simplicity
Score:

756

Industry:

Internet retail

An improved customer experience lifts daily deal website Groupon from #50 in 2012 to #19 this year. Customers say they’re more enthusiastic about redeeming the daily deals using the mobile app. Clearer terms and conditions (aka the fine print) are also giving Groupon a boost—good news for a company that fired its CEO earlier this year.

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20.

Yahoo!

Rank change
from 2012:

Brand Simplicity
Score:

752

Industry:

Internet search

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21.

Apple

Rank change
from 2012:

-14

Brand Simplicity
Score:

746

Industry:

Electronics

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22.

Old Navy

Rank change
from 2012:

Brand Simplicity
Score:

741

Industry:

Retail/Fashion

23.

Walmart

Rank change
from 2012:

Brand Simplicity
Score:

719

Industry:

Retail/General

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24.

Whole Foods Market

Rank change
from 2012:

+17

Brand Simplicity
Score:

719

Industry:

Retail/Grocery

25.

eBay

Rank change
from 2012:

+38

Brand Simplicity
Score:

710

Industry:

Internet retail

“The world’s largest online marketplace” also continues to be the most recognized as well as trusted brand for online auctions. This year eBay jumped 38 spots, grabbing the #25 spot on the US Simplicity Index. Some of its success, no doubt comes from its logo refresh late last year and its push to be the “new eBay,” with an emphasis on innovation and a focus on making both buying and selling easier.

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26.

FedEx

Rank change
from 2012:

+21

Brand Simplicity
Score:

707

Industry:

Shipping/Mail

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27.

Toyota

Rank change
from 2012:

-5

Brand Simplicity
Score:

703

Industry:

Automotive

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28.

Marriott

Rank change
from 2012:

+24

Brand Simplicity
Score:

701

Industry:

Travel/Hotels

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29.

Canon

Rank change
from 2012:

+31

Brand Simplicity
Score:

698

Industry:

Electronics

The picture looks good for Canon, which has a long-standing reputation for manufacturing quality cameras. The brand is up 31 spots, clicking in at #29 this year. Consumers say Canon’s user guides are easy to understand and its products simple to operate. Customer support, they add, is very easy to reach. Canon has also stayed on top of customer preferences and trends, introducing a new camera in 2013 with all the benefits of a mobile phone camera—including instant uploads and a smartphone-style interface and compact size.

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30.

Albertsons

Rank change
from 2012:

+13

Brand Simplicity
Score:

696

Industry:

Retail/Grocery

31.

Walgreens

Rank change
from 2012:

Brand Simplicity
Score:

693

Industry:

Retail/Health and beauty

32.

Maytag

Rank change
from 2012:

Brand Simplicity
Score:

692

Industry:

Appliances

33.

Holiday Inn

Rank change
from 2012:

Brand Simplicity
Score:

692

Industry:

Travel/Hotels

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34.

Macy’s

Rank change
from 2012:

Brand Simplicity
Score:

691

Industry:

Retail/Fashion

35.

USA Today

Rank change
from 2012:

-19

Brand Simplicity
Score:

689

Industry:

Media

36.

YouTube

Rank change
from 2012:

Brand Simplicity
Score:

689

Industry:

Social media

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37.

H&M

Rank change
from 2012:

-26

Brand Simplicity
Score:

689

Industry:

Retail/Fashion

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38.

Whirlpool

Rank change
from 2012:

+27

Brand Simplicity
Score:

688

Industry:

Appliances

39.

UPS

Rank change
from 2012:

-6

Brand Simplicity
Score:

687

Industry:

Shipping/Mail

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40.

iTunes

Rank change
from 2012:

+11

Brand Simplicity
Score:

687

Industry:

Internet retail

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41.

Samsung

Rank change
from 2012:

+18

Brand Simplicity
Score:

683

Industry:

Electronics

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42.

Kmart

Rank change
from 2012:

+28

Brand Simplicity
Score:

681

Industry:

Retail/General

43.

Victoria’s Secret

Rank change
from 2012:

-20

Brand Simplicity
Score:

681

Industry:

Retail/Fashion

44.

JetBlue Airways

Rank change
from 2012:

+24

Brand Simplicity
Score:

681

Industry:

Travel/Air

45.

Safeway

Rank change
from 2012:

-11

Brand Simplicity
Score:

681

Industry:

Retail/Grocery

46.

Sony

Rank change
from 2012:

+28

Brand Simplicity
Score:

679

Industry:

Electronics

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47.

Honda

Rank change
from 2012:

-15

Brand Simplicity
Score:

678

Industry:

Automotive

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48.

Ford

Rank change
from 2012:

-8

Brand Simplicity
Score:

677

Industry:

Automotive

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49.

MSN

Rank change
from 2012:

+17

Brand Simplicity
Score:

675

Industry:

Internet search

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50.

Comfort Inn

Rank change
from 2012:

+14

Brand Simplicity
Score:

671

Industry:

Travel/Hotels

51.

CVS/pharmacy

Rank change
from 2012:

Brand Simplicity
Score:

670

Industry:

Retail/Health and beauty

52.

USPS

Rank change
from 2012:

+44

Brand Simplicity
Score:

667

Industry:

Shipping/Mail

Despite its on-again, off-again calls to end Saturday service, the United States Postal Service (USPS) found its way to #52 on the US Simplicity Index, a neighborhood that’s 44 spots better than last year. Respondents like the simplicity of the USPS “if it fits, it ships” flat rate and services. The USPS website also gets a stamp of approval for its organization and ease of navigation.

53.

Hilton

Rank change
from 2012:

+14

Brand Simplicity
Score:

663

Industry:

Travel/Hotels

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54.

Volkswagen

Rank change
from 2012:

-37

Brand Simplicity
Score:

663

Industry:

Automotive

German auto manufacturer Volkswagen falls 37 spots to #54. Consumers say VW vehicles just aren’t a good value and cite high prices, difficulties with repairs and sub-par customer service. The brand ran into some trouble, too, this year with a controversial Super Bowl ad that many perceived as racist, which could have also contributed to its fall.

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55.

KAYAK

Rank change
from 2012:

-31

Brand Simplicity
Score:

662

Industry:

Travel/Booking

56.

Sears

Rank change
from 2012:

Brand Simplicity
Score:

662

Industry:

Retail/General

57.

Enterprise

Rank change
from 2012:

+38

Brand Simplicity
Score:

657

Industry:

Travel/Car rental

How much simpler can a rental car company get than telling its potential customers “We’ll pick you up,” the way Enterprise does? Small wonder it gained 38 spots on the US Simplicity Index to finish at #58. Customers commend Enterprise’s car rental service as being easy, quick and clear, and are especially fond of the pickup service. Building on the momentum of its success with US customers, Enterprise has begun to expand its services to reach customers overseas.

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59.

Nike

Rank change
from 2012:

-15

Brand Simplicity
Score:

655

Industry:

Fitness

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60.

Orbitz

Rank change
from 2012:

+31

Brand Simplicity
Score:

650

Industry:

Travel/Booking

Orbitz closes in on competitor Kayak after gaining 31 spots this year to secure its spot at #60. Respondents appreciate the travel website’s navigability and say its easy to find competitive prices on travel. Through data mining and analytics, the brand continues to better understand its customers and tailor searches according to preferences, ultimately serving results that are more relevant and useful.

61.

Priceline.com

Rank change
from 2012:

+28

Brand Simplicity
Score:

642

Industry:

Travel/Booking

62.

Adidas

Rank change
from 2012:

-1

Brand Simplicity
Score:

642

Industry:

Fitness

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63.

Best Western

Rank change
from 2012:

-18

Brand Simplicity
Score:

638

Industry:

Travel/Hotels

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64.

Dell

Rank change
from 2012:

+13

Brand Simplicity
Score:

636

Industry:

Electronics

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65.

Expedia

Rank change
from 2012:

-12

Brand Simplicity
Score:

634

Industry:

Travel/Booking

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66.

Reebok

Rank change
from 2012:

-18

Brand Simplicity
Score:

634

Industry:

Fitness

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67.

U.S. Bank

Rank change
from 2012:

Brand Simplicity
Score:

629

Industry:

Banks/Retail

69.

Days Inn

Rank change
from 2012:

+17

Brand Simplicity
Score:

627

Industry:

Travel/Hotels

71.

Ramada

Rank change
from 2012:

Brand Simplicity
Score:

623

Industry:

Travel/Hotels

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72.

GEICO

Rank change
from 2012:

-51

Brand Simplicity
Score:

619

Industry:

General insurance

Auto insurance provider GEICO crashes down to #72 this year, falling 51 spots. Respondents say GEICO service comes with a lot of fine print and hidden fees that aren’t clearly communicated at the point of purchase. While the brand still remains the best of insurance companies, being the best of the worst doesn’t make things any simpler.

73.

Gap

Rank change
from 2012:

-45

Brand Simplicity
Score:

619

Industry:

Retail/Fashion

Gap, an American retail staple, plummeted 45 spots this year to #73 in the US Simplicity Index. While new, similar brands have managed to capitalize on Gap’s retail model, many consumers seem confused about what the brand stands for and which customers it targets. “They do not speak to me,” says one respondent.

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74.

Panasonic

Rank change
from 2012:

Brand Simplicity
Score:

617

Industry:

Electronics

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75.

GE

Rank change
from 2012:

-4

Brand Simplicity
Score:

610

Industry:

Appliances

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76.

Progressive

Rank change
from 2012:

+21

Brand Simplicity
Score:

608

Industry:

General insurance

77.

Sephora

Rank change
from 2012:

-42

Brand Simplicity
Score:

606

Industry:

Retail/Health and beauty

Beauty product mega-retailer Sephora finishes in the #77 position, down 42 spots from last year. While some customers are fans of the store’s physical layout, others find it overwhelming and difficult to locate products without the help of a store associate. Not surprising as Sephora carries more than 100 beauty product brands.

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78.

Chevrolet

Rank change
from 2012:

-21

Brand Simplicity
Score:

604

Industry:

Automotive

79.

Motorola

Rank change
from 2012:

Brand Simplicity
Score:

597

Industry:

Electronics

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80.

Twitter

Rank change
from 2012:

-7

Brand Simplicity
Score:

585

Industry:

Social media

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81.

HP

Rank change
from 2012:

-6

Brand Simplicity
Score:

578

Industry:

Electronics

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82.

Rite Aid Pharmacy

Rank change
from 2012:

-24

Brand Simplicity
Score:

573

Industry:

Retail/Health and beauty

83.

Skype

Rank change
from 2012:

-11

Brand Simplicity
Score:

573

Industry:

Telecom/Cell phone

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84.

Alamo

Rank change
from 2012:

-4

Brand Simplicity
Score:

573

Industry:

Travel/Car rental

85.

T-Mobile

Rank change
from 2012:

Brand Simplicity
Score:

571

Industry:

Telecom/Cell phone

86.

CNN

Rank change
from 2012:

-32

Brand Simplicity
Score:

565

Industry:

Media

The news isn’t good for CNN, which dropped 32 places to #86. Despite its famous tagline as “The Most Trusted Name In News,” the channel has lost credibility with viewers thanks to some very public reporting blunders, most notably at the Boston Marathon bombings. Complicating the picture for respondents is a feeling that CNN is biased in its coverage and presents storylines that are difficult to follow.

87.

Microsoft

Rank change
from 2012:

Brand Simplicity
Score:

562

Industry:

Electronics

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88.

MSNBC

Rank change
from 2012:

-9

Brand Simplicity
Score:

557

Industry:

Media

89.

Chase

Rank change
from 2012:

+12

Brand Simplicity
Score:

552

Industry:

Banks/Retail

90.

The Wall Street Journal

Rank change
from 2012:

-77

Brand Simplicity
Score:

537

Industry:

Media

91.

Amtrak

Rank change
from 2012:

+24

Brand Simplicity
Score:

536

Industry:

Travel/Train

92.

Wells Fargo

Rank change
from 2012:

+16

Brand Simplicity
Score:

532

Industry:

Banks/Retail

93.

DHL

Rank change
from 2012:

-5

Brand Simplicity
Score:

532

Industry:

Shipping/Mail

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94.

Fox News

Rank change
from 2012:

-9

Brand Simplicity
Score:

531

Industry:

Media

96.

Dodge

Rank change
from 2012:

-2

Brand Simplicity
Score:

526

Industry:

Automotive

97.

Hertz

Rank change
from 2012:

Brand Simplicity
Score:

526

Industry:

Travel/Car rental

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98.

Budget

Rank change
from 2012:

-49

Brand Simplicity
Score:

521

Industry:

Travel/Car rental

Low numbers are usually a positive for a company like Budget Rent A Car. But Budget is down 49 spots in this year’s US Simplicity Index, finishing 98th in a field of 125. Respondents complain about too much fine, hidden fees and unclear pricing and say the rental process is overly complicated.

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99.

State Farm

Rank change
from 2012:

-7

Brand Simplicity
Score:

515

Industry:

General insurance

100.

Allstate

Rank change
from 2012:

-16

Brand Simplicity
Score:

506

Industry:

General insurance

101.

The New York Times

Rank change
from 2012:

-55

Brand Simplicity
Score:

501

Industry:

Media

102.

Verizon

Rank change
from 2012:

Brand Simplicity
Score:

492

Industry:

Telecom/Cell phone

103.

US Airways

Rank change
from 2012:

+14

Brand Simplicity
Score:

487

Industry:

Travel/Air

104.

Avis

Rank change
from 2012:

-6

Brand Simplicity
Score:

476

Industry:

Travel/Car rental

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105.

American Airlines

Rank change
from 2012:

-3

Brand Simplicity
Score:

474

Industry:

Travel/Air

106.

Facebook

Rank change
from 2012:

+12

Brand Simplicity
Score:

474

Industry:

Social media

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107.

Sprint

Rank change
from 2012:

Brand Simplicity
Score:

473

Industry:

Telecom/Cell phone

108.

DISH Network

Rank change
from 2012:

-8

Brand Simplicity
Score:

459

Industry:

Telecom/Cable

109.

Rank change
from 2012:

-4

Brand Simplicity
Score:

458

Industry:

Social media

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110.

Citibank

Rank change
from 2012:

-3

Brand Simplicity
Score:

457

Industry:

Banks/Retail

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111.

Nationwide

Rank change
from 2012:

-18

Brand Simplicity
Score:

453

Industry:

General insurance

112.

DIRECTV

Rank change
from 2012:

Brand Simplicity
Score:

452

Industry:

Telecom/Cable

113.

Farmers

Rank change
from 2012:

-3

Brand Simplicity
Score:

448

Industry:

General insurance

114.

AT&T

Rank change
from 2012:

Brand Simplicity
Score:

444

Industry:

Telecom/Cell phone

115.

United/Continental

Rank change
from 2012:

-3

Brand Simplicity
Score:

440

Industry:

Travel/Air

116.

Delta Air Lines

Rank change
from 2012:

-17

Brand Simplicity
Score:

429

Industry:

Travel/Air

Delta Air Lines plummets to the Bottom 10 of the US Simplicity Index with poor customer service and hidden charges accounting for much of the bumpy ride down. Consumers say they’re buffeted by not only excessive—but unpredictable add-on fees—including charges for flight changes.

117.

Haier

Rank change
from 2012:

-6

Brand Simplicity
Score:

411

Industry:

Appliances

Haier sits at the bottom of the Simplicity Index among appliance brands in the US. The reason? There’s no clear message being sent and no real story being told. Consumers, to quote one respondent, are “not sure why it is any better than any other brand” and that’s a problem. A general absence of advertising and publicity only complicates matters.

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118.

Bank of America

Rank change
from 2012:

-9

Brand Simplicity
Score:

394

Industry:

Banks/Retail

Revenue is up at Bank of America, but customer satisfaction is down—especially when it comes to simplicity—based on the brand’s appearance in the US Bottom 10. Complicated checking account fees and a surplus of fine print give customers pause when they consider banking with the brand, say respondents.

119.

BlackBerry

Rank change
from 2012:

-3

Brand Simplicity
Score:

386

Industry:

Electronics

BlackBerry continues to struggle as a brand both in the market and with consumers in search of simplicity. With Apple and Samsung dueling for supremacy in the smartphone category, BlackBerry fights to remain relevant. Consumers say the brand’s clunky configuration and unsatisfying interface have complicated their relationship with the brand. Its recent sale at a fraction of the Nokia sale price only highlights BlackBerry’s fall from grace.

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120.

Aetna

Rank change
from 2012:

Brand Simplicity
Score:

309

Industry:

Health insurance

Though Aetna can claim bragging rights as the simplest of the healthcare providers, it nevertheless remains in the Bottom 10 of this year’s US Simplicity Index. That’s because consumers have the same issues with Aetna as they do with the healthcare industry as a whole. Respondents say they’re frustrated by Aetna’s unclear terminology and misleading descriptions of services and offerings, and most of all, hidden fees.

121.

UnitedHealth Group

Rank change
from 2012:

Brand Simplicity
Score:

291

Industry:

Health insurance

It’s crowded at the bottom of the US Simplicity Index with healthcare brands. So UnitedHealth Group is hardly alone. Despite attempts to improve cost control through a new Diabetes Health Plan, obstacles still stand between the brand and a smooth customer journey. Raising awareness is a step in the right direction, but plan coverage, cost, deductibles and limits all still need clarification, say respondents.

122.

HUMANA

Rank change
from 2012:

Brand Simplicity
Score:

279

Industry:

Health insurance

Though HUMANA completed its acquisition of Metropolitan Health Networks, Inc. this year and improved its stock price, things aren’t improving much for respondents who say, for example, that HUMANA makes it “too hard to jump through the right hoops.” Consumers also find the HUMANA website cumbersome and the industry as a whole intentionally deceitful.

123.

Comcast

Rank change
from 2012:

Brand Simplicity
Score:

263

Industry:

Telecom/Cable

Sub-par customer service, rising rates and constant changes in package offerings send Comcast to the bottom of the US Simplicity Index once again. One frustrated respondent described the telecommunications giant’s cable bills as “incomprehensible” with hidden fees and cluttered invoices only adding to the difficulties.

124.

CIGNA

Rank change
from 2012:

-2

Brand Simplicity
Score:

245

Industry:

Health insurance

In the wake of the Affordable Care Act, CIGNA has tried to position itself as more consumer-focused. But the softer image hasn’t made costs and policies any clearer to consumers. Some respondents complain about longer than average quote forms, while others find their bills simply indecipherable. As is often the result, lack of clarity—paired with high costs—lead to mistrust and the perception that profit, not healthcare, is CIGNA’s primary focus.

125.

Time Warner Cable

Rank change
from 2012:

-6

Brand Simplicity
Score:

211

Industry:

Telecom/Cable

“Anything you want to do with them will be difficult and frustrating.” That’s the way one consumer described the customer journey at Time Warner Cable, which sits at the very bottom of the US Simplicity Index. Poor communication and hidden fees contribute to an overly complex and losing brand persona. And with its recent clash with CBS still irking customers, the forecast is cloudy for Time Warner Cable.

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