Lead the way at the Which? Awards, where we celebrate trusted, people-powered brands that have earned our independent recognition.
2026 categoriesEarn our independent recognition
At Which? we’re fiercely independent in the way we lab test products and assess services to find the brands that have been getting it right for UK consumers over the past year. We recognise and celebrate the best performers at the Which? Awards.
Being shortlisted for a Which? award is an exceptional achievement. Winning one is the ultimate accolade. You can’t buy a place on our shortlist or a seat at our ceremony. We use our own rigorously impartial research to make our decisions, and we do it in three broad ways:
Your product or service must have scored highly in our lab tests, assessments and customer surveys over the past year.
Your product or service must be demonstrably good at doing what it’s meant to do, as experienced by the people who use it and our experts who assess it.
Your brand doesn’t have to be a big brand or an industry leader, just a brand that’s raising the bar in helping consumers live their best lives.
New venue, 14 categories, and an afternoon to remember. We’ll be at the Science Museum in London for this year’s Which? Awards. Our teams are currently working on the shortlist and we'll be announcing the brands who've made the shortlist in late March. We can't wait to share more with you — full details will drop right after the shortlist announcement.
NEW
Consumer-First Brand of the Year
NEW
Consumer-First Service of the Year
NEW
Best Value Brand of the Year
NEW
Home Appliance Brand of the Year
Health & Wellbeing Brand of the Year
Banking Brand of the Year
Electric Car Brand of the Year
Home Entertainment Brand of the Year
Insurance Brand of the Year
Renewables Installer of the Year
Retailer of the Year
Travel Brand of the Year
Trusted Trader of the Year
Utilities Brand of the Year
2025 pics
Common questions
How do we get considered for an award?
Like our product testing and investigations, the Which? Awards are completely independent. 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 rigorous product tests, investigations and satisfaction surveys.
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.
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 do you announce the winners?
We will announce all Which? Award winners on Thursday 14 May 2026 at an afternoon ceremony at the Science Museum in London. Priority for tickets will be given to the shortlisted brands.
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.
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 2025 will expire at midnight on Sunday 31st May 2026. 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'll be posting the winners on LinkedIn, Facebook, Instagram and Instagram Stories, plus X and Threads, 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.
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.
Once your licence is signed and you receive the logo, we encourage you to start using it across your marketing channels to make full use of your year's licence. Your Account Manager will help you to utilise it and give you some inspiration on what other brands have done!
Find out more
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