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Amazon has toppled the likes of Marks and Spencer and the BBC to be named the UK's favourite brand.

A poll by YouGov asking people about the companies they most trusted and used returned 850 different brands, and the online retailer beat Google to top spot, with the BBC pushed into third place.

Retailgazette.co.uk believes that success for Amazon is partly down to its recent deal to sell its Kindle e-reader in Waterstones book stores, and the European launch of an app store for Android devices.

The YouGov Brand Index asked consumers to rank their favourite companies according to their perceptions of the quality, value and customer satisfaction they offered, along with their corporate reputation, general impression and the likelihood that those polled would recommend them.

Since the last poll six months ago, leading British retailer Marks and Spencer has slipped from third to fourth position.

Sarah Murphy, YouGov’s Associate Director, Brand Index, said: “Google’s decline is statistically significant”, but added that she expected the search engine and tech giant to bounce back in the next six months.