Amazon a Consumer Favorite, Says NRF Survey is the number one e-commerce site among consumers and retail industry executives from the standpoint of both "favorite" and "most admired," according to surveys of members of both the National Retail Federation and, NRF's Web division.

In the survey of consumers asking which is their favorite online retailer, consumers put Amazon on top as the website on which they shop most often for both apparel and non-apparel items. Finishing second was, followed by,, and This study was conducted by Stores Media, NRF's publishing and communications arm, and Prosper Insights and Analytics.

The "most admired" e-commerce site survey--conducted by and Stores Media, and querying retailers, retail industry partners and industry experts--found that respondents admire Amazon,,, and because they "share many of the same priorities: innovation, social responsibility, customer-centric culture, quality of products and service, supply chain efficiency, the ability to capture and retain customers, and financial soundness," an NRF statement said.

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