DUSSELDORF: Amazon, the online giant, is the favourite retailer of German consumers, a new study has found.

OC&C, the consultancy, surveyed 2,300 adults in the country, measuring their opinionsĀ of 48 leading chains.

Amazon, which began trading in Germany 12 years ago, claimed the top spot, with 97% of respondents stating they would happily recommend it to a friend or relative.

Drugstore group DM took second position, credited in particular for inspiring confidence among its clientele, offering an excellent selection and providing good value to shoppers.

Aldi, the discount grocery chain, followed in third, lauded both for low costs and the good quality of products on its shelves.

"Only with a better value proposition can retailers win new business and loyal repeat customers," said Christian Ziegfeld, a partner at OC&C.

"Amazon achieved very strong results for its value proposition across all categories. For most competitors, the customer experience is much more heterogeneous."

Data sourced from OC&C; additional content by Warc staff