Study: Amazon ranks as America’s favorite retailer

New York -, Trader Joe’s and Costco Wholesale Corp. came out on top with consumers in a survey by global strategy firm OC&C Strategy Consultants, Boston. Rounding out the top five were Zappos and iTunes.

Respondents in the study, the OC&C Proposition Strength Index, rated retailers they had shopped at on the overall strength of their offer, and also on the following individual elements: low prices; value for money; fashionability; quality of products; wide choice of products; products that are suited to me; service;  trust, and store look & feel (or, if online only, quality of website).

Amazon not only ranked first in the Index overall, but also came out on top in the following individual elements: value for money; wide choice of products; products that are suited to me,and online shopping. The online retail powerhouse was rated number one across all consumers, regardless of gender, household income or price sensitivity.

In addition, Amazon topped the index in the United Kingdom, Germany and France, and ranked in the top 10 in China and the Netherlands.

When it comes to low prices, Dollar Tree came out on top, followed by Aldi and Ross Dress for Less.

In fashionability, the leader was Zappos, followed by Zara and Forever 21.

In store look & feel, Williams Sonoma was rated highest, followed by Crate & Barrel and Nordstrom.

Williams-Sonoma also claimed the top spot in quality of products, followed by Whole Foods Market and Apple Store.

Trader Joe’s was the leader in service, followed by Zappos and Bath & Body Works. Zappos ranked as the most trusted retailer, followed by Amazon and Costco.

Of the retailers covered in past years by the survey, J. Crew saw the most improvement. The retailer improved its scores across all the elements assessed.

For more information and a presentation containing a more detailed overview of the data and survey methodology please email

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