AWs are fairly consistent in length and either fits fine. efest I have 2 button tops that are longer than any AW and don't fit at all. The battery goes in top down and the upper contact is a spring loaded pin giving you some flexibility.
Ok, what exactly do you mean "top down"? The positive post goes on the bottom? That's odd! Both of mine are Efests; I just stuck them both in the charger to make sure they were charged, I hadn't used them in so long, and they appear to be of identical length. The button top is one of the red, 2000mAh; the flat top is a black, 2250mAh.
Andria