"(What's the Story) Morning Glory?" is considered an important record of the Britpop era and one of the best albums of the nineties, and it appears in several charts as one of the greatest albums of all time. Rob Sheffield, writing in "The Rolling Stone Album Guide" (2004), called the album "a triumph, full of bluster and bravado but also moments of surprising tenderness", adding that it "capped a true golden age for Britpop". "Rolling Stone" ranked the album at 378 on its 2012 list of "The 500 Greatest Albums of All Time" and at 157 on its 2020 list. The album's enduring popularity within the UK was reflected when it won the British Album of 30 Years award at the 2010 Brit Awards. The award was voted by the public to decide the greatest Album of the Year winner in the history of the Brit Awards. The album was also included in the book "1001 Albums You Must Hear Before You Die". It was voted number 21 in Colin Larkin's "All Time Top 1000 Albums".