keyboardWASHINGTON D.C., Sep 2, 2009 / — once again tops STORES Magazine Favorite 50 Online Retailers survey, conducted by BIGresearch, which will be published in the September issue of STORES magazine.

Not much has changed among the top 10, which speaks volumes about consumer’s love affair with their favorite brands.

“Even in one of the worst economies modern retailing has seen, many online retailers are using the economy as an opportunity to get back to the basics and focus on the customer, ” said Susan Reda, Executive Editor, STORES Magazine.

“These retailers have done a great job connecting with their customers and making their typically more mature website serve as a fresh, up-to-date research and shopping destination.”

With only a few minor shifts from last year’s positions, large retailers like Wal-Mart (#2), Best Buy (#4), JCPenney (#5), Target (#6), Kohl’s (#7), Sears (#10) and Macy’s (#11) held on to their coveted spots, using celebrity endorsements, private labels and exclusive promotions to attract online and in-store shoppers.

Landing the top spot once again this year is the world’s largest online retailer, Amazon recently acquired (#38) and benefits greatly from the plethora of smaller vendors that sell through their site. Another pure-play online retailer who consistently ranks among the favorites is (#9). The auction site (#3) slipped from No. 2 last year.

Rounding out the list is search engine (#8).

Debuting on the list this year is online community (#25). During a time when price is the name of the game for most people, Craigslist offers consumers a way to score slightly used, cheap (and sometimes free) furniture, apparel and other personal or household items.

Other newcomers to the Favorite 50 list this year include Meijer (#42), Forever 21 (#44), REI (#49) and Fashion Bug (#50).