• Amazon’s UK website comes top of customer satisfaction survey among British shoppers
  • John Lewis closes the gap on US etail giant, according to survey by ForeSee
  • UK customers’ average experience across all websites scored lower than US ecomm platforms

Amazon’s UK website has been named the online business with the highest levels of customer satisfaction in Britain, according to new data.

Analytics firm ForeSee said the etailer gained a customer satisfaction score of 81 out of 100, based on survey responses from more than 40,000 “holiday season” shoppers.

However that represented a three-point dip in the past two years, as Amazon’s customer satisfaction score continues to decline from its peak of 86, achieved in 2012.

PositionWebsiteSatisfaction score
1 Amazon.co.uk 81
2 John Lewis 80
3= Netflix 78
  Thomson 78
5=                          House of Fraser 76
  Tesco 76
  Next 76
  Asos 76
  Apple 76
  Debenhams 76
  Argos 76
12= Asda 75
  New Look 75
  Boots 75
  Matalan 75
  Expedia 75
  easyJet 75
18= Thetrainline.com 74
  Sports Direct 74
  Very.co.uk 74
  British Airways 74
  Sainsbury’s 74
23= Marks & Spencer 73
  Dixons Carphone 73
25= Currys 72
  Lastminute.com 72
27= Homebase 71
  Ryanair 71
29 National Rail Enquiries                         69
30 B&Q 68

That has allowed John Lewis to close the gap to just one point, after the retailer’s ecommerce platform racked up a score of 80 – one point higher than in 2013.

A host of retailers were tied for fifth on 76 points, including Tesco, Next, Argos and John Lewis’ department store rivals House of Fraser and Debenhams.

Asda, New Look and Boots were the among the retailers whose websites tied for 12th on 75 points, while Sainsbury’s, Marks & Spencer, Dixons Carphone, Currys, Homebase and B&Q all made the top 30.

UK customers’ overall experience across all websites reached 75 – up from 66 when ForeSee began the survey back in 2007.

That lagged behind the aggregate website score in the US, which totalled 79, but ForeSee said British websites were better at meeting Christmas shoppers’ needs and expectations than ever before.


The study, which gathered responses from online shoppers between November 6 and December 1, assessed websites based on four key areas:

  • Price – value for money and the competitiveness of product prices;
  • Merchandise – appeal, variety and availability of products;
  • Navigation – ease and consistency of finding, sorting and displaying products;
  • Product descriptions – detail and clarity of product descriptions and images.

ForeSee’s Experience Index 2015 Retail Edition found that consumers no longer differentiate between store, web and mobile channels, but view them each as another way to interact with the same business.

ForeSee said “most” of the retailers in the top 30 provided “fairly consistent experiences across channels”.

The firm added that conversion was an outdated key performance indicator for online retailers. It said retailers should instead place greater value on the contribution that one experience or channel could have on the consumer’s next interaction with the business.