Marketing 9th May 2007 edition revealed the most loved and hated brands from an annual online poll of 2500 UK residents by Joshua G2. We thought we’d bring the online shopping category results to your attention:

Most Loved Online Shopping Brands
Amazon; 38.9%
eBay; 32.4%
Argos; 5.8%
Tesco.com; 5.6%
Lastminute.com; 3.2%

Most Hated Online Shopping Brands
eBay; 17.8%
Tesco.com; 12.7%
Carphone Warehouse; 11.7%
I Want One of Those; 8.5%
Amazon; 7.0%

*% of category votes

The reasoning for eBay’s fall from previous poll position is their problems with fraud, hacking and lack of buyer come back avenues have effected eBay. Amazon’s investments in technology and user experience have elevated it from 17th position last year.

So why do brands in both most loved and most hated categories? Think of football clubs, Manchester united achieved poll position in most loved but also a larger percent deemed them most hated – Liverpool fans are honour bound to hate Man U and hence this naturally affects the results!