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NRF: Amazon Tops Consumers’ List Of Favorite Online Retailers

Consumers have voted Amazon as their favorite, and most admired online retailer, according to two surveys taken by NRF and members. This marks the seventh consecutive year that the e-commerce retailer has taken the top spot as favorite, earning more than half of the 5,600 respondent’s votes. The second place,, earned 18% of the vote.

“Amazon makes it easy for shoppers to return to the site again and again,” said Pam Goodfellow, consumer insights director at Prosper Insights & Analytics, the company that conducted the survey. “The Subscribe & Save program is a good example of that. There’s one-click ordering, and ship-to addresses are stored for shoppers. When something is convenient, shoppers gravitate to it.”

In the survey, Amazon was voted as the website on which consumers shop most often for both apparel and non-apparel items.

Taking the third, fourth, fifth and sixth place spots out of favorite 50 are,, and, respectively. While the majority of retailers on the list have held their sports rather consistently since 2010, earned the “biggest mover” title with its jump from No. 44 last year to No. 27 this year. has also debuted on the list this year at No. 39.

For most admired,,, and have also topped the list.