Personalised website allows Amazon to retain customer satisfaction crown

Industry News By Rhys Little, 18th December 2013

Amazon is still regarded as the best e-retailer in terms of customer satisfaction, thanks in no small part to its personalised website.

The online retail giant’s .com and domains managed to take the top two spots in a recent table from Foresee, a provider of customer experience analytics.

Although says Amazon’s satisfaction rating dropped from 86 out of 100 down to 84, this was still enough for both websites to fend off competition from on 79. placed fourth with a rating on 78, dropping two places from 2012, with and finishing closely behind. believes Amazon’s glowing reputation among online shoppers can be attributed to the highly personalised experience offered by its website.

The product recommendations that appear on the homepage are based on each user’s previous purchases and browsing history, which means no Amazon experience is the same as another.

Customer satisfaction counts for a great deal in the online marketplace, with Forsee’s research of 10,000 customer surveys proving as much to be true.

According to data collected between November and December, 63 per cent of consumers are more likely to buy with a retailer if they’re highly satisfied with their experience – above the 51 per cent who would say the same about physical stores.