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.
Mop Up Header

Our 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

Trailfinders
20250521 Which Which Awards 2025 129
20250521 Which Which Awards 2025 127
20250521 Which Which Awards 2025 125
20250521 Which Which Awards 2025 123
20250521 Which Which Awards 2025 124
20250521 Which Which Awards 2025 122
20250521 Which Which Awards 2025 117
20250521 Which Which Awards 2025 115
20250521 Which Which Awards 2025 108
20250521 Which Which Awards 2025 106
20250521 Which Which Awards 2025 10
20250521 Which Which Awards 2025 1
20250521 Which Which Awards 2025 209
20250521 Which Which Awards 2025 21
20250521 Which Which Awards 2025 206
20250521 Which Which Awards 2025 20
20250521 Which Which Awards 2025 2
20250521 Which Which Awards 2025 199
20250521 Which Which Awards 2025 198
20250521 Which Which Awards 2025 197
20250521 Which Which Awards 2025 188
20250521 Which Which Awards 2025 181
20250521 Which Which Awards 2025 174
20250521 Which Which Awards 2025 170
20250521 Which Which Awards 2025 169
20250521 Which Which Awards 2025 164
20250521 Which Which Awards 2025 158
20250521 Which Which Awards 2025 157 (1)
20250521 Which Which Awards 2025 156 (1)
20250521 Which Which Awards 2025 150
20250521 Which Which Awards 2025 142
20250521 Which Which Awards 2025 141
20250521 Which Which Awards 2025 140
20250521 Which Which Awards 2025 139
20250521 Which Which Awards 2025 138
20250521 Which Which Awards 2025 137
20250521 Which Which Awards 2025 136
20250521 Which Which Awards 2025 134
20250521 Which Which Awards 2025 133
20250521 Which Which Awards 2025 131
Zen Internet
Zest Car Rental
Beko
Nationwide
Nuna
Samsung
BMW
Braun
John Lewis
Kimbletech
NFU Mutual
Trailfinders
20250521 Which Which Awards 2025 129
20250521 Which Which Awards 2025 127
20250521 Which Which Awards 2025 125
20250521 Which Which Awards 2025 123
20250521 Which Which Awards 2025 124
20250521 Which Which Awards 2025 122
20250521 Which Which Awards 2025 117
20250521 Which Which Awards 2025 115
20250521 Which Which Awards 2025 108
20250521 Which Which Awards 2025 106
20250521 Which Which Awards 2025 10
20250521 Which Which Awards 2025 1
20250521 Which Which Awards 2025 209
20250521 Which Which Awards 2025 21
20250521 Which Which Awards 2025 206
20250521 Which Which Awards 2025 20
20250521 Which Which Awards 2025 2
20250521 Which Which Awards 2025 199
20250521 Which Which Awards 2025 198
20250521 Which Which Awards 2025 197
20250521 Which Which Awards 2025 188
20250521 Which Which Awards 2025 181
20250521 Which Which Awards 2025 174
20250521 Which Which Awards 2025 170
20250521 Which Which Awards 2025 169
20250521 Which Which Awards 2025 164
20250521 Which Which Awards 2025 158
20250521 Which Which Awards 2025 157 (1)
20250521 Which Which Awards 2025 156 (1)
20250521 Which Which Awards 2025 150
20250521 Which Which Awards 2025 142
20250521 Which Which Awards 2025 141
20250521 Which Which Awards 2025 140
20250521 Which Which Awards 2025 139
20250521 Which Which Awards 2025 138
20250521 Which Which Awards 2025 137
20250521 Which Which Awards 2025 136
20250521 Which Which Awards 2025 134
20250521 Which Which Awards 2025 133
20250521 Which Which Awards 2025 131
Zen Internet
Zest Car Rental
Beko
Nationwide
Nuna
Samsung
BMW
Braun
John Lewis
Kimbletech
NFU Mutual

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?

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

Submit this short form and we'll be in touch

Your details in this form are protected and will be securely submitted to us. Details submitted to us will be handled in accordance with our privacy policy.