They spend billions telling us they love us. Loyalty programmes, glass cubes, free samples, two-day boxes on the doorstep. So here is the question the boardrooms never dare put to a public vote: which of these giants actually treats you best? A fresh fight opened on Morfi less than a day ago, Amazon, the Apple Store, Costco and Trader Joe's are in the ring, and the people are already picking sides with real money.

The official referees have their own favourite, and it isn't the one leading this market. According to Wikipedia's summary of the American Customer Satisfaction Index, Trader Joe's took first place in the 2026 Retail and Consumer Shipping Study with a score of eighty-six, after sharing the top spot with Publix in 2025. Costco was named number one in specialty retail back in 2014, a crown now more than a decade old. And Amazon? As far back as 2009, NPR reported that online merchants including Amazon scored at or near the top of satisfaction rankings. There is no single current scoreboard ranking all four side by side, which is exactly why the crowd stepped in.

And the crowd has spoken against the survey-takers. Amazon leads at 26% consensus with 18 holders behind it, while the Apple Store runs second at 25% with 16 holders. Also on the ballot: 2 other sides. So far 24 unique traders have put $39,871 behind their opinions. That is the twist: the grocery chain the index keeps crowning is not the one the opening crowd is backing.

Where the crowd stands
  • Amazon26%
  • Apple Store25%
  • Trader Joe's25%
  • Costco24%

My take, and it is only my take: this is not a love letter, it is a confession. People don't back Amazon because it charms them. They back it because it took over their lives so quietly that they now mistake convenience for care. The Apple Store sells devotion under designer lighting, Costco sells abundance by the pallet, Trader Joe's sells a friendly smile with your frozen dumplings. But the one-click empire leads, and it should make every one of us ask whether our idea of being served has been redesigned for us by the people doing the serving. Customer experience? Or customer capture?

Pixel-art crowd of shoppers raising coins before four giant stylised store fronts
Four empires, one crowd, and the coins are doing the shouting.

Watch whether the survey champions fight back. If the Trader Joe's and Costco faithful wake up, this lead could crack before the week is out, and the Apple loyalists are close enough to cause trouble too. The market is open, the data comes straight from opinion markets on Morfi, and the vote is yours: join the market and tell the giants who really earned your loyalty.

Consensus over time
0%25%50%75%100%15 Oct, 15:0415 Oct, 17:33
  • Amazon 26.3%
  • Apple Store 25.1%
  • Trader Joe's 24.7%
  • Costco 23.9%