Lead the way at the Which? Awards, where we celebrate trusted, people-powered brands that have earned our independent recognition.
2026 shortlistEarn 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.
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.
Banking Brand of the Year
Shortlisted for being rated highly in a number of areas by customers who’ve responded to our in-depth assessments and surveys.
- American Express
- First Direct
- Marcus
NEW
Best Value Brand of the Year
Shortlisted for consistently achieving our Great Value products or services endorsement, showcasing consumer choices both a high standard and superior value for money versus the competition.
- Aldi
- Hotpoint
- Lidl
- Talkmobile
NEW
Consumer-First Brand of the Year
Shortlisted for their products achieving excellent results in Which?’s lab tests and assessments, and who clearly demonstrate a commitment to putting consumers at the heart of what they do.
- Epson UK
- Eufy
- Meaco UK
- Miele
- VAX
NEW
Consumer-First Service of the Year
Shortlisted for their services achieving excellent results in Which?’s surveys and assessment, and who clearly demonstrate a commitment to putting consumers at the heart of what they do.
- 100Green
- Jet2
- Octopus Energy
- Sainsbury's Energy
- Talkmobile
- Tesco Mobile
Electric Car Brand of the Year
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.
- Kia
- MINI
- Renault
- Volkswagen
- Volvo
Health & Wellbeing Brand of the Year
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.
- Braun
- Dyson
- NIVEA
- Nutravita
- Peloton
NEW
Home Appliance Brand of the Year
Shortlisted for consistently high test scores and long-term reliability across a range of home appliance categories, helping consumers to pick reliable and convenient products for their home.
- AEG
- Bosch
- DeLonghi
- Hotpoint
- Kenwood
- Miele
- Philips
- Shark
Home Entertainment Brand of the Year
Shortlisted for consistently providing great quality technology and enhancing the entertainment experience for consumers all over the UK.
- Bose
- Bowers & Wilkins
- Hisense
- JBL
- LG
- Samsung
- Soundcore by Anker
Renewables Installer of the Year
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.
- ACD Electrical Green-Tech Ltd
- Fusion Renewables Ltd
- Sustain Heating and Renewables Ltd
- Wow Energy
Retailer of the Year
Shortlisted for delivering outstanding customer service, ranges and quality of products, value for money and so on.
- Euronics
- John Lewis
- Joie Baby
- Lakeland
- Richer Sounds
- Samsung
- The iOutlet
Travel Brand of the Year
Shortlisted for showing that the brand makes life better for travellers and holidaymakers by delivering the best trips and experiences time and time again.
- Jet2
- National Trust Holidays
- Skyscanner
- Trailfinders
- Wetherspoons Hotels
Trusted Trader of the Year
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.
- Associated Stairlifts Ltd
- Balhousie Glazing Ltd
- Easystep Stairlifts
- Hadley & Ottaway Ltd
- LCM Flat Roofing Ltd
Utilities Brand of the Year
Shortlisted for providing reliable utility services that are genuinely customer focused and worth the money.
- E (Gas and Electricity)
- Octopus Energy
- Talkmobile
- Zen Internet
2025 pics
Common questions
Why have you decided to remove the Insurance Category this year?
Our decision to pause the Insurance Brand of the Year award for 2026 follows our recent super-complaint to the Financial Conduct Authority regarding systemic issues in the home and travel insurance markets. While we will continue to point consumers in the right direction for their insurance needs, we believe that until the industry addresses these fundamental challenges regarding claims handling and policy clarity, it would be misleading to confer a 'Brand of the Year' title. We remain committed to working with the sector to raise standards so that we can celebrate true consumer champions in the future.
What does this mean for the future of the Insurance Brand of the Year category?
We hope to reintroduce the category once there is clear evidence, through our own research and the FCA’s subsequent investigations, that the market failures we identified in our super-complaint are being addressed. We want to celebrate insurance brands, but we will only do so when we are confident that the brand promise of "protection" is being consistently delivered at the point of claim.
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!
How do I get tickets to the Awards Ceremony?
Priority is being given to the shortlisted brands. Please contact your Account Manager if you are interested in attending and not shortlisted.
Find out more
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