has won the best online retailer category for the second year running at the U.K.'s third annual Which? Awards, which celebrate the companies and individuals best serving the interests of the consumer.

At a ceremony held at London's British Museum last night (June 9), beat nominees, and in delivering customer satisfaction, with Which? citing value for money as a key factor in the service's success.

"We are delighted to win this award and receive the continued endorsement of the ever-discerning Which? experts," said Stuart Rowe, COO of, in a statement. "At a time when money is tight, consumers are looking to buy from brands they trust and holding on to that trust is key to everything we do at", based in Jersey in the Channels Islands, says 90% of its customers live in the U.K. Its product range includes CDs, DVDs and electrical goods and it has expanded into secondary tickets and downloads.

The award was chosen through analysis of bi-annual customer satisfaction surveys, the last of which was completed by around 8,000 Which? members. As well as value for money, it also included range and availability as indicators for a company's success.

National broadcaster BBC was also victorious, taking home the Which? innovation award for its iPlayer service, which allows consumers to view BBC programs up to seven days after the original television broadcast.

Chosen by Which? through analysis of its product research over the past 12 months, the iPlayer surpassed other shortlisted products and services such as Apple's iPhone to best meet the selection criteria. This included being new, innovative, and universally and easily accessible.

Which? focuses on consumer issues through independent research and product reviews, and aims to provide clarity to consumers through advice, providing unbiased information and campaigning for a fairer deal.