Amazon is tops with online shoppers this year

By Hibah Yousuf, staff reporter

NEW YORK ( -- had the happiest customers this holiday season, according to a survey from ForeSee Results released Wednesday.

The Seattle-based e-commerce giant scored the highest in a customer satisfaction report from online retail consulting firm ForeSee, followed by Netflix (NFLX) and QVC. Apple (AAPL, Fortune 500) and outdoor-gear retailer Cabela's rounded out the top 5 in the survey, which polls 10,000 visitors to the top 40 U.S. retail sites by revenue each November and December.

Big names like Amazon (AMZN, Fortune 500) dominate this year's list. "Even in this tough economic climate, e-retail continues to be the bright spot in a dark environment," said Larry Freed, chief executive of Ann Arbor, Mich.-based ForeSee.

"These are the biggest retailers on the Web, and they've got the ability to invest in the Web channel and even meet the price points that consumers are looking for in this economy. Smaller and midsized e-retailers may not be so lucky."

Netflix, Cabela's (CAB) and seven others of the 40 companies surveyed are listed as ForeSee's clients on its Web site. (M, Fortune 500) saw the biggest improvement in online customer satisfaction according to the survey, with its score climbing 13% from last year. Kent Anderson, president of the retailer's Web site told ForeSee that has added improvements including buying guides, product reviews and videos among other things.

Five companies including (GPS, Fortune 500),,, and (COST, Fortune 500) all saw their scores rise by 10%. and posted the lowest customer-satisfaction scores. The 60-year-old electronics chain declared bankruptcy at the end of 2008, but was resurrected online.

Overall, online shoppers were more satisfied than ever this holiday season, according to the ForeSee survey.

The firm's e-retail satisfaction index climbed almost 7% to 79 on a 100-point scale, an all-time high for the five-year-old survey. For the past two years, the index measured at 74, down from 75 in 2006.

A separate report on holiday shopping released earlier this week from MasterCard Advisor's SpendingPulse data service showed that online retailers' sales spiked 18% between Nov. 27, the day after Thanksgiving known as Black Friday, and Dec. 24 compared to last year. To top of page

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