Amazon has displaced Apple atop Harris Poll RQ’s annual ranking of reputations in corporate America, which continues to suffer overall in the eyes of the public.

Harris said only six companies achieved a score denoting a “great” reputation, down from 16 just two years ago. They are, in order, Amazon, Apple, The Walt Disney Co., Google, Johnson & Johnson and The Coca-Cola Co.

The bottom five skewed toward financial services as four of the bottom six were Citigroup (No. 55), Bank of America (56), Goldman Sachs (59) and AIG (60). American Airlines (57) and Halliburton (58) rounded out the cellar of the ranking.

Reputation of the Most Visible Companies

Amazon, which drew high marks for emotional appeal and its products and services, for the first time topped the ranking, which is determined by a poll of 14,000 Americans. Other category leaders were Google (workplace environment), Apple (financial performance, vision & leadership), and Whole Foods (social responsibility).

Apple, which endured a slumping stock price, the death of Steve Jobs and increased competition over the past year, saw its reputation index drop from 85.62 in 2012 to 82.54 in the 2013 ranking.

Dropping out of the top 10 were Kraft (No. 5 last year, now 12) and Microsoft (from 9 to 15). The biggest decliners were Best Buy, which lost 6.76 points off its score, Honda (-4.73), Kraft (-4.16), Microsoft (-3.41), Hewlett-Packard (-3.40) and PepsiCo (-3.31).  Showing improvements were Bank of America (+6, despite is bottom five ranking), ExxonMobil (No. 45, +4.37), JPMorgan Chase (53, +3.36) and BP (54, +3.05).

Harris found that while strong negative perceptions of corporate America are down, there has been little increase in positive views as nearly half (46%) see the state as either “fair” or “poor.” Only 16% think U.S. companies’ reputation has improved in the past year.

Technology (79% positive/6% negative) is the most positively viewed industry, but has lost some luster since the downturn. Tech is followed by travel and tourism (61/12), retail (58/15), consumer products (56/15), telecommunications (54/21), and automotive (53/20).