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New York--Amazon.com has displaced Zappos as the U.S. retailer offering the best customer service, according to the 2011 “Customers’ Choice” survey conducted by American Express and the National Retail Federation (NRF).

Conducted in September, the poll asked consumers, “Thinking of all the different retail formats (store, catalog, Internet or home shopping) which retailer delivers the best customer service?” Consumers were then free to write in their own answer.

Online giant Amazon topped the list, followed by L.L. Bean at No. 2 and last year’s No. 1, Zappos, at No. 3.

While the list contained some spot-shuffling, the top 10 retailers remained unchanged from last year. Following Zappos was Overstock.com at No. 4, then QVC, which jumped from No. 8 last year to No. 5 this year, Kohl’s at No. 6, Lands’ End at No. 7, J.C. Penney at No. 8, Newegg at No. 9 and Nordstrom at No. 10.  

Jewelry-selling retailers of note on the list include Sears at No. 12, Macy’s at No. 14, HSN at No. 15, Fred Meyer at No. 17, Target at No. 18, Dillard’s at No. 22, Walmart at No. 25, Kmart at No. 27, Costco at No. 40 and Sam’s Club at No. 46.

Marketing intelligence firm BIGresearch conducted the Customers’ Choice survey on behalf of the NRF and American Express, polling 9,374 consumers. In order to develop a fair comparison, regardless of a retailer’s size or geographic coverage, the rankings took into account each retailer’s 2010 revenues.