The NRF released “The Favorite 50 2015,” an annual ranking of consumers’ preferred e-commerce sites, created from a survey of consumers’ online shopping habits. Topping the list overall were Amazon, followed by Walmart and Best Buy.

Pam Goodfellow, director of consumer insights for Prosper Insights & Analytics, said, “Amazon has really collected a loyal shopper base.” She added, “Their history in customer service speaks for itself.”

While Amazon maintains the top ranking, online ads or text messages have proven more successful in driving Walmart and Best Buy shoppers to the online store than at Amazon.

The largest jump in ranking came from H&M, which placed 27th, with an 18-place increase. The brand’s site has experienced continued success since its launch in 2013.

Forever 21 raised eight places to 16th, and Gap gained five places in the rankings to 17th. Goodfellow said that these brands’ performance was assisted by the influence of younger shoppers. In a survey specific to the millennial age group, Forever 21, Express and Old Navy were in the top 10.

“Millennials point to more specific preferences,” Goodfellow said. “Boomers have the big traditional retailers plus Google. When you name Google as one of those preferred sites, there’s not much preference there. Boomers are still looking around. They don’t have the loyalty that some of the younger shoppers do.”

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