Amazon is fielding criticisms from all sides.Mark Makela/Getty Images

Amazon's reputation has fallen in a ranking of popular companies.

This comes after high-profile figures like Sen. Bernie Sanders and Fox News host Tucker Carlson have slammed the company, citing news stories that report Amazon's fulfillment-center workers earn low pay and endure tough working conditions.

In order to swing the pendulum back in its favor, Amazon should speak up more and "own the narrative" surrounding the company, brand-reputation expert Ana Angelovska said.

Amazon's reputation is slipping, at least, that is, according to the latest version of the Reputation Institute's annual RepTrak ranking, which was released on Thursday.

It was the top company in the US from 2014 through 2016 but is now 10th.

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