Amazon top online retailer for customer satisfaction is headquartered in the Pac-Med Building in Seattle, Wash. It has ranked top in an annual survey of online customer satisfaction for eight years. Image: Wonderlane/Flickr/Cc BY

Amazon took the top spot in an annual survey of online shopper satisfaction, as it has in all eight years that the survey has existed. The survey authors point to Amazon’s model of putting customers first as something other online retailers — many of whom saw ratings slip from 2011 — would do well to emulate.

Amazon takes no. 1 for 8th year

The eighth annual survey — conducted by the market tracking firm ForeSee — was compiled from the responses of more than 24,000 online shoppers. Respondents were asked about their satisfaction with the 100 most popular online retailers. That is up from 40 examined in 2011.

Amazon took the top score of 88 out of 100 points.

Larry Freed, the president and chief executive officer of ForeSee, said, “At this point, Amazon has been dominant for so long and has such a history of focusing on the customer, its hard to imagine anyone else coming close.”

The top and the bottom

Coming in second and third in the survey were LLBean and QVC, with scores of 85 and 84 respectively. Vitacost tied QVC with an 84 score.

At the bottom of the list were flash sale sites RueLaLa, Fingerhut and They scored 73, 72 and 72, respectively.

Major players losing ground

Some well-known online retailers lost ground from last year, however. Most notably was Apple, which tied for the second place in 2011. It fell four points to score an 80, which Foresee says is the lowest mark of scores it still considers to be strong.

And PC giant Dell also dipped, dropping four percent to a meager 77.

But the largest year-over-year decline was the dubious victory claimed by JCPenney, which has been struggling with its image all year long. It lost six percent from 2011, landing at 78.

The customer is still king

The reason for Amazon’s continued success, says the survey, is its variety of merchandise and its attention to the needs of its customers. Something other online merchants may want to look closely at.

Freed said, “Satisfaction with the customer experience, when measured correctly, is the most important predictor of future success, and while Amazon clearly gets it, Apple stumbles from their usual focus on the customer experience. Dell and J.C. Penney seem to be struggling to find their way, which could make them extremely vulnerable to competitors.”


PR Newswire
NBC News

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