Amazon Reigns Again Among Online Stores

JCPenney, Apple, and Dell all see drops in satisfaction

By Kevin Spak,  Newser Staff

Posted Dec 27, 2012 9:26 AM CST

(Newser) – There's no question who's king of the online retail jungle. Amazon came out on top once again in ForeSee's annual Holiday E-Retail Satisfaction index, which measures how happy customers were with their shopping experience. It's the eight straight year Amazon has come out on top, CNET reports. "At this point, Amazon has been dominant for so long and has such a history of focusing on the customer, it's hard to imagine anyone else coming close," ForeSee CEO Larry Freed said. Amazon scored an 88 out of 100.

LL Bean came in second with an 85, followed by QVC and Vitacost, which each had 84. A few big names, meanwhile, fell from grace: Apple dropped 4 points, to 80, its worst rank in four years. Dell also dropped 4 points, to 77, while JCPenney took the "least improved" crown with a 6-point faceplant to 78. Apple's score represents a stumble given its "usual focus on the customer experience," Freed said, while Dell and JCPenney "seem to be struggling to find their way."

On Cyber Monday Nicholas Lerma gets packages ready for shipping at the Amazon.com 1.2 million square foot fulfillment center Monday, Nov. 26, 2012, in Phoenix.
On "Cyber Monday" Nicholas Lerma gets packages ready for shipping at the Amazon.com 1.2 million square foot fulfillment center Monday, Nov. 26, 2012, in Phoenix.   (AP Photo/Ross D. Franklin)
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