Amazon tops customer satisfaction table

Amazon has retained its crown as Britain’s favourite retailer in an annual consumer poll.

Satisfaction with the company’s service even increased over the past year, according to the Nunwood Customer Experience 100 survey.

Amazon beat off the challenge of second place John Lewis and third place Virgin Atlantic, which was marginally ahead of competitor Emirates.

“They assume the integrity of their customers and mirror this integrity themselves. Customers love this,” said David Conway, Chief Strategy Officer at Nunwood.

The survey asked consumers about their experiences with 250 UK brands.

M&S Foods, Millie’s Cookies, Greggs and Krispy Kreme all made it into the top ten, with M&S and Hilton also making the cut.

Discount supermarkets Aldo and Lidl moved into the top 100, as consumers tighten the purse strings in the struggling economy.