Amazon Tops Online Retailers in Harris Poll

Posted on November 29, 2012 by HFN Staff

NEW finished on top of a survey conducted by The Harris Poll of customer satisfaction with online retailers.

Titled "2012 Harris Poll Shopper Satisfaction Study of Online Retailers: A Look at the Online Shopping Landscape," the survey found that "Amazon outperforms the competition on all measures," according to a statement from The Harris Poll. Amazon posted an index of 82 out of 100 in customer satisfaction, ahead of's 77 out of 100,'s 75 out of 100 and's 68 out of 100.

The survey rated the websites in selection of products, ease of shopping, perceived value and likelihood to recommend. An added finding from the survey was that "good value for the money" rated highest among the factors that are most important in determining return visits to an online retailer. This factor was cited by 33 percent of the survey respondents, ahead of "ease of shopping" (cited by 16 percent of the respondents), and "selection of products" (10 percent).


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