Amazon has emerged as the UK's most trusted retailer, ahead of the country's most popular supermarkets and high street stores. The study was conducted by the data communications firm, REaD Group, and found that half of those questioned trusted Amazon with their personal data. This was followed by Tesco, with which 39% trusted their data and Sainsbury's, which was trusted by 33% of respondents. Consumer trust is rising across all sectors, with supermarkets being the most trusted sector overall. Mark Roy, Founder and Chairman of REaD Group, added that trust was becoming more important to retailers, with the new General Data Protection Regulation set to come into effect in May 2018.