Amazon has knocked Google off the top spot in the latest YouGov BrandIndex.

The latest bi-annual league table – which partners with BrandIndex to track daily perception of brands amongst the public – showed Google has dropped from first to second place with newcomer BBC iPlayer taking the third spot from retailer M&S.

According to YouGov, the rise of Amazon to number one position is due to its dominance in the online retail space following its recent deal with Waterstones to sell its e-reader.

Alongside BBC iPlayer, other newcomers to the 2012 ranking include: Samsung (13), Freeview (14) and Dyson (18) – at the expense of Dove, Walkers, Panasonic and Thorntons.

The top ten is as follows:

1. Amazon              

2. Google

3. BBC iPlayer        

4. Marks & Spencer            

5. BBC       

6. Heinz    

7. John Lewis         

8. Sony     

9. Boots   

10. Cadbury