Celebrate getting it right for consumers
Winning a Which? award can make a big difference to how UK consumers respond to your brand. It shows them that your product or service comes highly recommended by us, which gives them the confidence to make the right choice.
2025 categoriesOur 2025 categories, shortlist & winners
We shortlist brands that our researchers, assessors and testers rate as consistently high performers, and that are likely to have already earned one or more of our endorsements.
Baby & Child Brand of the Year
Be shortlisted for showing the right mix of safety, protection, comfort and innovation in one or more of the products we’ve tested and reviewed.
This year's shortlist is...
BeSafe
CYBEX
Nuna - WINNER
Thule
VTech
Banking Brand of the Year
Be shortlisted for being rated highly in a number of areas by customers who’ve responded to our in-depth assessments and surveys.
This year's shortlist is...
American Express
First Direct
Nationwide - WINNER
Best Value Appliance Brand of the Year
Be shortlisted for demonstrating that affordability doesn't mean sacrificing performance, with the appliance achieving high scores in our lab tests at a lower price point than competitors.
This year's shortlist is...
Beko - WINNER
Haden
Hisense
Logik
Customer Service Brand of the Year
Be shortlisted for demonstrating time and again the brand puts customers first with the superb service it offers them.
This year's shortlist is...
First Direct
John Lewis
NFU Mutual
Screwfix
Zest Car Rental - WINNER
Electric Car Brand of the Year New
Be shortlisted for demonstrating great EV reliability ratings in our surveys, and for showing that the cars are innovative, safe and electrically efficient – among other things.
This year's shortlist is...
BMW - WINNER
Genesis
Kia
Vauxhall
Health & Personal Care Brand of the Year New
Be shortlisted for achieving an impressive number of our Best Buy and/or Great Value endorsements for products that consistently empower people in their grooming, skincare, health, fitness or later life care.
This year's shortlist is...
Braun - WINNER
Dyson
Lidl
Philips
Home Entertainment Brand of the Year
Be shortlisted for scoring consistently high in the tests we use to unearth the best performing home entertainment products on the UK market.
This year's shortlist is...
Bose
JBL
LG
Samsung - WINNER
Sony
Insurance Brand of the Year
Be shortlisted for showing that customers can depend on the brand for consistently efficient customer service, claims handling and more.
This year's shortlist is...
LV= GI
NFU Mutual - WINNER
Retailer of the Year
Be shortlisted for delivering outstanding customer service, ranges and quality of products, value for money and so on.
This year's shortlist is...
AO
Euronics
John Lewis - WINNER
The Nursery Store
Richer Sounds
Travel Brand of the Year
Be shortlisted for showing that the brand makes life better for travellers and holidaymakers by delivering the best trips and experiences time and time again.
This year's shortlist is...
Liverpool John Lennon Airport
Jet2
Trailfinders - WINNER
Saga Ocean Cruises
Zest Car Rental
Trusted Trader of the Year
Be shortlisted for high levels of customer care and service, and for excelling against benchmarks set by our trading standards professionals for the Which? Trusted Trader endorsement scheme.
This year's shortlist is...
AJT Showers
Balhousie Glazing
Easystep Stairlifts
LCM Flat Roofing - WINNER
Regal Kitchens
Renewables Installer of the Year New
Be shortlisted for high levels of customer care and service in the green energy sector, and for excelling against benchmarks set by our trading standards professionals for the Which? Trusted Trader endorsement scheme.
This year's shortlist is...
Fusion Renewables Ltd
Kimbletech Ltd - WINNER
So Go Solar Ltd
The Solar & Renewables Co. Ltd
Utilities Brand of the Year
Be shortlisted for providing reliable utility services that are genuinely customer focused and worth the money.
This year's shortlist is...
Octopus Energy
SMARTY
Talkmobile
Zen Internet - WINNER
2025 pics
Common questions
How do we get considered for an award?
You can't self-nominate or influence our consideration in any way other than to show us that you’re a consistently high performer that meets the criteria set by our expert researchers, assessors and testers.
First we test your product or assess your service, then we endorse it if it meets the benchmark we’ve set for its category. Only then will we consider it for an award.
How will we know we've been shortlisted?
We’ll email the contact we have for your business, but the news must remain strictly UNDER OUR EMBARGO until we publicly announce the shortlist on our social channels and have tagged each business – usually a week later.
If you’d like us to let you know if you’ve been shortlisted, and we don’t already have your details, please complete our Find out more enquiry form.
Who gets tickets and how many?
Every invited business gets free tickets – 2 per business, 5 if you’ve been shortlisted.
When do you announce the winners?
We announce all Which? Brand of the Year category winners during the actual awards ceremony, then on our social media channels.
What do we get if we win?
A winner’s trophy, a framed magazine cover, the opportunity to say a few words up on the winner’s podium, and a photo of you with your accolades. You also get a Which? Brand of the Year category endorsement logo to use free of charge on your promotional and other related materials for a year. It’s a brilliant way to show everyone that Which? recognises your business as a category-best of the year.
When and where are the awards?
Wednesday 21 May, 14:00 - 17:30, at The View in The Royal College of Surgeons of England, London WC2A 3PE
What’s the dress code?
We think the best way to celebrate being the best is by wearing your best business attire. We hope you think the same.
Can we issue a press release/statement?
Shortlisted businesses can issue a press release or statement as soon as we’ve lifted our shortlist EMBARGO, so anytime between our announcement of the shortlist on social media and the actual start of the awards event.
If you’re the winner of your Brand of the Year category you can issue your own press release or statement as soon as we’ve lifted our winners EMBARGO, so anytime after 17:30 hours on Wednesday 21 May. We issue all winning businesses with a bespoke quote for you to use in your press release if you wish.
We also announce shortlisted businesses and winners through our own press activity.
More press or statement related questions? Please email edie.turner@which.co.uk
We won a Which? award last year. Can we keep using the logo?
All licences that permit you to display a Which? Brand of the Year category award logo from 2024 will expire at midnight on Friday 31 May 2025. Please make sure the logo is removed from all your promotional and other materials by that time.
What happens if I’m a winner - how do I celebrate and shout about it?
We will post the winner of each category on LinkedIn, X/Twitter and Instagram stories as they are announced. At the event, we ask that brands don’t post about winning on social channels until after Which? has posted and tagged your brand announcing you as a winner. You may then reshare those posts.
Your account manager will then be in contact to send a congratulations email which will contain a link to the high res professional pictures, a ‘We won’ social asset to use, a quote from our CEO for you to use in a press release and winners licence agreement for the logo.
Can I post on socials at the event?
We welcome you to share that you’re attending using the hashtag, #WhichAwards2025, and take photos in the gallery, however we do ask that no photos are taken during the ceremony. We will have a professional photographer and the photos will be available the next day.
Find out more
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