Amazon has been ranked the most popular UK online retailer for the sixth quarter running, according to an IMRG/Hitwise report.

The quarterly study, which ranks the top 50 UK e-tailers, tracks the popularity of a site by number of hits and is a key indicator of online performance. Retail giants Game, River Island, M and M Direct, Sainsbury’s and Dixons all appeared in the list for the first time. Retailers included in the top 10 were Play, Argos, Tesco, Marks & Spencer, Tesco Direct and Next.

IMRG chief executive James Roper said: “There has been fantastic improvement in the overall quality of online shopping services available in the UK this year and competition for consumers' e-spend is fierce.”

Hitwise director of research Robin Goad said: “In the run-up to Christmas, entertainment and electricals retailers have made the biggest gains. Play has moved above Argos and Tesco to take the number-two position, while HMV, Amazon and Currys have all gained within the top 20.

“Fashion retailers have also done well this quarter, with M&S and Next entering the top 10 for the first time and Asos moving up 17 places since the last quarter.”