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Amazon tops Christmas customer satisfaction list

Amazon has been named top of an online Christmas shopping customer satisfaction survey for a second consecutive year.

Amazon.co.uk headed the list, complied by customer experience analytics company ForeSee, with a score of 86, one point higher than last year, and 11 points up from its ranking when the poll was first done in 2007. Amazon.com comes second on the list, with a customer satisfaction score of 84.

Third is johnlewis.com, with a score of 80, followed by play.com with 79, and apple.com with 70.

Amazon's strong performance comes despite heavy criticism for its tax practices, with Ethical Consumer magazine launching a campaign to boycott the retailer, and independent booksellers noting a rise in sales thanks to customers shunning the online giant.

Larry Freed, c.e.o. at ForeSee, commented: "Christmas has always been a critical time of the year for retailers, but the growth in online shopping this year now means that retail websites are more essential than ever. For these sites to be effective and competitive, a laser-like focus on the customer experience is paramount.

"UK retailers are clearly providing customers with positive online experiences in general, or customers would not be moving so decisively to online shopping. However, our findings suggest that efforts to improve the customer experience are sluggish and could be significantly improved."