Play.com is the best performing brand site for customer experience, according to Forrester Research.
It surveyed more than 1,000 consumers about 25 brands to reveal how consumers rate their interactions on usefulness, usability and enjoyability of their experience.
Play came top with an overall score of 85%, followed by Amazon UK on 82% and John Lewis with 77%.
The worst site was British Gas, which scored just 27% overall - 46% for usefulness, 32% for ease of use and just 2% for enjoyment.
Craig Menzies, senior analyst at Forrester Research, said, "Lloyds TSB, the highest-rated bank, was the only non-retailer in the top 11 organisations. These results are in line with our 2007 US results where retailers dominate the top of the list."
While the top seven brands in the study were all retailers, the bottom seven spots belonged to mobile operators, ISPs and utility companies.
Among the poor performers were ISPs AOL with 33% and Virgin/NTL Telewest on 36%.
"The best showing in these sectors was from T-Mobile, which ended up 17th with 57%," said Menzies.
Forrester asked 1,180 consumers last month about their interactions with 25 popular brands. A score over 80% was considered excellent. Only Play.com achieved a high score for enjoyability, with 71%.