Holiday Shoppers Trust In Amazon
December 28, 2012

Amazon Tops Customer Satisfaction For Holiday Shoppers

Peter Suciu for — Your Universe Online

Santa Claus could learn a thing or two from retail giant Amazon, which once again ranked number one in customer satisfaction during the holiday shopping season according to the ForeSee annual Holiday E-Retail Satisfaction Index. The online shopping site topped the Index of 100 retailers for an eighth consecutive year, and for the second year in a row, Amazon´s score of 88 was the highest ever attained by any retailer in the study.

“To achieve such high customer satisfaction scores and sustain them over time is a remarkable feat that remains unmatched by any other e-retailer,” said Larry Freed, author of the study and president and CEO of ForeSee, a customer experience analytics firm.

Santa Claus may have an army of elves working tirelessly at the North Pole, but Amazon, which is now the world´s largest retailer, has fulfillment and warehousing centers throughout North America, Europe and Asia.

And while Santa may have headed out on Christmas Eve, the last Prime One-Day shipping order was placed on Dec. 22 at 11:42 pm PST and shipped to Fayetteville, Georgia; while the last Local Express Delivery was placed at 11:44 am PST on Christmas Eve and delivered to Seattle, Wash. at 2:44 pm.

The retailer also saw its biggest holiday ever with more than 26.5 million items ordered worldwide on its peak day, which set a record of 306 items ordered per second. Cyber Monday 2012 was also reportedly the biggest day ever for Kindle sales worldwide, while Christmas Day was the biggest day ever for digital download access from Amazon´s selection of movies, TV shows, songs, magazines, books, audio books, apps and games.

Not surprisingly among the top selling items were Amazon´s own offerings including the Kindle Fire HD, Kindle Fire, Kindle Paperwhite and Kindle. Together, these four e-readers held the top four spots on Amazon´s worldwide bestseller charts since their respective launches.

Other top selling items included Vizio´s 60-inch Razor LED Smart HDTV, Panasonic´s VIERRA 55-inch 3D plasma TV and Samsung´s 32-inch LED HDTV; and video games Just Dance 4, Call of Duty: Black Ops II and Assassin´s Creed III.

Not surprisingly, the top books including Fifty Shades of Grey, Fifty Shades Darker and Fifty Shades Freed by E.L. James; while Taylor Swift´s “Red,” “Merry Christmas, Baby” by Rod Stewart and “Babel” by Mumford & Sons were the top music sellers for the 2012 holiday season.

“We are grateful to customers for once again ranking us at the top of the ForeSee customer satisfaction survey and for choosing to shop at Amazon this holiday,” said Jeff Bezos, founder and CEO of “On behalf of Amazon employees around the world, we wish everyone happy holidays and the very best for the coming year.”

The satisfaction index tracked 24,000 customers between Thanksgiving and Christmas and it is likely that some might not have expressed as much “satisfaction” on Christmas Eve, however.

On Monday, Netflix experienced an outage that began around 3:30 pm EST and lasted until early Christmas morning, thus depriving holiday viewers of the ability to watch Christmas classics. A Netflix spokesperson blamed Amazon´s cloud infrastructure for the outage.

Netflix, as with many companies, operates on Amazon´s Web Services (AWS) platform. And this wasn´t the first notable outage of the service, as past outages affected social services including Foursquare, Instragram and Pinterest.

Perhaps that was Amazon´s way of suggesting that viewers tuned into Amazon´s own video on demand services instead.