Rivals in the tablet market, in retail and even the courtroom, Amazon and Apple have been named as the top two online retailers in terms of customer satisfaction, as Amazon’s top ranking sets a new record for the highest score attained by a company in Forsee’s Spring e-Retail Satisfaction Index.

Amazon’s record score of 89 (out of 100), edged out Apple — joint-second with QVC with a score of 85 — in the overall standing. However, the iPhone maker was the clear leader of the ‘Computer & Electronic’ category, beating Newegg, Best Buy, Dell and HP’s online websites.

Apple rival Microsoft didn’t fare so well, placing seventh with a score of 78 (one point below the average satisfaction score for the category), with Forsee suggesting that the company should make the functionality of its websites its top priority for improvement.

The Forsee poll surveyed nearly 21,000 consumers to track the top 100 online sales sites ranked by their annual revenues. The report notes that Apple “continues to set the standard for e-retailers”, despite ranking second to Amazon, but it was able to reduce the gap between itself and its rival, bringing it down to four points from six last year.

Apple was one of only two retailers that saw a five-point increase year over year, with RueLaLa (scoring 75) the other company.

How can Apple improve its online store? According to the report, it needs to add more merchandise (Apple hoodies anyone?)