Retailers are demonstrating the importance of social media engagement, with Amazon leading the way in terms of positive feedback on twitter. Amazon UK’s facility to easily ‘tweet purchases’ is a big factor in helping the online retailer generate brand awareness, according to new findings released today.

The ‘Twindex’ Review from user experience consultancy Webcredible revealed that Amazon UK received the most positive tweets, with 79 per cent. Only 10 per cent of tweets were from dissatisfied customers.

By making it easy for customers to tweet what products they have bought or reviewed to their own followers and social networks, Amazon UK has taken advantage of the social platform to improve the customer experience.

Other retailers proving successful within this same period included Argos Online (59 per cent), Play.com (54 per cent), eBay UK (37 per cent) and ASOS (46 per cent), the last of which received the least amount of negative chatter and acquired the most number of followers.

With only six per cent of positive tweets in the same seven day period, UK retailer Tesco suffered the most negative backlash with 66 per cent of tweets showcasing customer dissatisfaction within this period. The majority of negative chatter came largely due to the uproar around the brand withdrawing support for Gay Pride. Failure to respond to tweets sooner meant that negative tweets monopolised much of the chatter associated with the brand during this seven-day period.

Trenton Moss, director, Webcredible, says: "These findings demonstrate the importance of an effective presence and approach to social media marketing so that a brand can, mitigate and act on negative feedback instantly where possible."

The ‘Twindex’ Review studied the top 10 UK retailers according to website traffic statistics recorded by Hitwise and analysed the last 450 tweets @replies on each retailer’s twitter feed across a seven day period in early January.

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