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The Which? Awards

The Which? Awards were launched in 2007 to celebrate and reward the very best businesses in the UK. Each year we select and publicly recognise those companies and individuals that consistently get it right for their customers.

We recognise businesses that have achieved positive change and deliver excellent products and services.

The Which? Awards are an independent endorsement, judged by our rigorous research and testing experts. There are award categories across a wide range of sectors, from retailers to electric cars, banks and home appliance brands

The Which? Awards 2025 took place on 21 May, you can see the winners here.

When will the Which? Awards 2026 winners be revealed?

The shortlist for the Which? Awards 2026 is now out.

This year, there are 13 categories of awards, including four new ones:

  • Home Appliance Brand of the Year 
  • Consumer-First Brand of the Year 
  • Consumer-First Service of the Year 
  • Best Value Brand of the Year 

The winners will be revealed at an in-person ceremony on Thursday, 14 May at the Science Museum in London.

How do we select our Which? Awards winners?

Like our product testing and investigations, the Which? Awards are completely independent. Brands can't influence our choice of winners.

To select the winning brands, an expert panel of judges takes into account everything from customer service and value for money to innovation and breadth of offering. This includes the results of our product tests, investigations and satisfaction surveys.

Which? is a not-for-profit organisation that works on behalf of you, the consumer. Find out more about us and the work we do.

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