Amazon has topped the latest eChannel Retail Benchmark study from eDigitalResearch after the Internet giant's mobile channels outperformed the brand's popular and more established website.

Amazon clocked a three-percent rise in its overall multichannel score, thanks to improved mobile performance. Amazon's mobile site and app scored particularly well for the search, navigation and purchase sections of the customer journey, according to the news release.

"With both consumers and retailers increasingly bringing technology in store, with initiatives such as free Wi-Fi, it has never been more important to ensure that a brand's mobile presence enhances the multichannel experience," Derek Eccleston, commercial director for eDigitalResearch, said in the release. "As Amazon has proved, creating mobile features that utilize key features in today's mobile handsets, making shopping on-the-go, quick and simple, will resonate well with multichannel shoppers and is only likely to enhance a brand's image in the eyes of a consumer."

Read more about multichannel retailing.