eBay Australia proudly accepted the award for Best Online Retailer at the inagural CHOICE Award 2011, beating industry heavyweights like Apple and Amazon.

Since the award is presented by an independent organization, it is an excellent recognition of eBay\'s work to shift the brand\'s perception away from eBay "the auction site" to eBay "the online retailer." Moreover, the Best Online Retailer award was voted for by 12,000 CHOICE members, meaning that consumers are also recognizing eBay’s efforts to make the site a choice shopping destination for price, product range and security.