May 10, 2011, 2:41 PM

Amazon replaces Netflix at the top of a customer satisfaction survey

Netflix, No. 1 for six years, drops two points to second place in Foresee study.

Stefany Moore

Associate Director of Research

Lead Photo

Putting an end to Netflix’s six-year reign as No. 1 in customer satisfaction, Amazon snagged the top spot in Foresee Results’ annual Top 100 Online Retailer Satisfaction Index, which was released today.

The major online retailers continue to do a fairly good job in satisfying customers, with an average satisfaction score of 78, which matches last year’s record-high number.

“Over the last seven years, we’ve really seen an industry mature from a huge range of satisfaction scores to a relatively narrow range,” says Larry Freed, CEO of ForeSee. “However, it’s important to remember that these scores are for only the Top 100 e-retailers, and a lot of smaller retailers still struggle with prioritizing the online customer experience. Understanding the relationship between customer satisfaction and purchase behavior should be a powerful motivator to measure and improve online customer satisfaction.”

Nearly one-third of retailers scored 80 or higher on a 100-point scale, which Foresee characterizes as the threshold for a top performer.  Here are some of the top scores for this year and last year for online retailers:


  • Amazon’s 2011 and 2010 scores remained the same at 86
  • dropped to 85 this year from 87 last year
  • Newegg jumped to 83 from 80
  • Shutterfly went to 82 from 79
  • Staples increased to 80 from 77
  • Peapod rose to 79 from 76
  • Lowe’s and Macy’s each increased to 78 from 75
  • Hayneedle  increased to 76 from 73

No e-retailer scored below 70, whereas two years ago 15% of the top 100 retailers scored 69 or lower.

ForeSee also scored retailers on purchase intent, or the likelihood of site visitors to buy from a merchant through their stores, catalog or web sites. Amazon snagged the top spot here as well, with a score of 93.  Kohl’s and Costco tied for second with a score of 90 each.

Foresee’s annual survey uses the American Customer Satisfaction Index methodology, which was developed at the University of Michigan to monitor consumer views on the quality of goods and services. The results are based on surveys of more than 22,000 visitors to the top 100 e-retail web sites, as defined by Internet Retailer’s 2010 Top 500 Guide.

Comments | 3 Responses

  • I would like more details on the survey results. I'd also like to see a customer service satisfaction survey among the top 100 e-retailers. My guess is Amazon will finish around 80 - 100.

  • My theory is that Netflix is bound to drop further simply because more customers are streaming video instead of using the DVD mailers. Once the business model becomes digital, the perception of customer satisfaction for the value is bound to drop. With Amazon, the element of fast checkout and delivery should sustain customer satisfaction.

  • I'd like to see the questions in this survey?? I love Amazon, shop regularly, not exclusively. It's for reasons like their offerings, price, convenience, 'prime' shipping... not customer service. I would never think to call and ask advice from Amazon on a product, or call and ask why they think a product got three 5 star reviews and three 1 star reviews, or how do I assemble this product I just bought from you... I guess it comes down to... To me, that's customer service at its core. Amazon, Neflix, and the likes... great systems, great place to do research, click, buy, get it delivered.

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