In March 2024, Amazon.com had approximately 2.2 billion combined web visits, up from 2.1 billion visits in February. In the fourth quarter of 2024, Amazon’s net income amounted to approximately 20 billion U.S. dollars. Online retail in the United States Online retail in the United States is constantly growing. In the third quarter of 2023, e-commerce sales accounted for 15.6 percent of retail sales in the United States. During that quarter, U.S. retail e-commerce sales amounted to over 284 billion U.S. dollars. Amazon is the leading online store in the country, in terms of e-commerce net sales. Amazon.com generated around 130 billion U.S. dollars in online sales in 2022. Walmart ranked as the second-biggest online store, with revenues of 52 billion U.S. dollars. The king of Black Friday In 2023, Amazon ranked as U.S. shoppers' favorite place to go shopping during Black Friday, even surpassing in-store purchasing. Nearly six out of ten consumers chose Amazon as the number one place to go find the best Black Friday deals. Similar findings can be observed in the United Kingdom (UK), where Amazon is also ranked as the preferred Black Friday destination.

In December 2023, the global platform of Amazon Business registered more than 30 percent of its social media referral traffic from YouTube. The B2B marketplace registered the second-largest source of referral traffic from LinkedIn, accounting for roughly 25 percent.

Among the top 100 referring websites to Amazon in the United States, the majority of the traffic directed to Amazon came from news and media websites during Amazon Prime Days in 2019 and 2020. While directed traffic from both news and media websites and other sites stayed the same across the last two Amazon Prime Day events, share of traffic coming to Amazon from coupon and rebate websites saw an increase in October 2020 and reached to 16 percent, marking an increase of four percent from July 2019.

Between July 2023 and December 2023, the main source of desktop traffic to Amazon.co.uk was through direct access to the website. Over the considered period, nearly 748 million visitors either typed the website URL or clicked a bookmark in their browser to access the site.

In December 2023, Amazon.co.uk recorded 416.2 million visits, up from the previous months. The traffic peak was due to popular end of year sales events and holiday shopping. Browsers and buyers on Amazon during Black Week Amazon’s UK platform was the buzzing with users not just during Black Friday, but on Cyber Monday according to traffic figures from 2018. While there were more Amazon browsers on Cyber Monday, when it came to actual transactions , Black Friday bore better results with more transactions taking place this day. A lucrative market in the UK Amazon gets special attention from UK consumers on special shopping events such as Prime Day and Black Friday, but the UK has been a lucrative market since the online retailer started its operations there in 2002. In 2018, Amazon reported net sales of about 15 billion US dollars in this market. This makes the UK Amazon’s second biggest European market after Germany.

Humor patterns used for querying Alexa traffic when creating the taxonomy described in the paper "“Alexa, Do You Want to Build a Snowman?” Characterizing Playful Requests to Conversational Agents" by Shani C., Libov A., Tolmach S., Lewin-Eytan L., Maarek Y., and Shahaf D. (CHI LBW 2022). These patterns corrospond to the researchers' hypotheses regarding what humor types are likely to appear in Alexa traffic. These patterns were used for querying Alexa traffic to evaluate these hypotheses.

As of April 2022, France accounted, perhaps unsurprisingly, for the largest share (86 percent) of desktop traffic received by amazon.fr. French-speaking countries Belgium and Switzerland represented about 4.8 percent and 1.3 percent of visits to the e-commerce site, respectively.

In December 2023, Amazon.com was the leading online shopping website in the United States. During the measured period, the sprawling platform accounted for over 45 percent of desktop traffic in the e-commerce and shopping subcategory. In second place on the list was eBay.com, with 9.22 percent of visitors. Walmart ranked third with a bit less than six percent of web traffic. Why customers browse on Amazon The main reason behind the outstanding online traffic to Amazon is user behavior throughout the customer journey. Amazon serves as a search engine for U.S. consumers, with 73 percent browsing it for inspiration and product discovery. Another 65 percent of U.S. shoppers landed on Amazon to look for products and compare products. In turn, Google is left third in the ranking of most used platforms. Generational differences In the beauty segment, the customer journey is more likely to start on Amazon among senior consumers. In the United States, 44 percent of Baby Boomers started their search of beauty products on the marketplace, while only 35 percent of Gen Z consumers reported doing the same.

Traffic sensors at over 1,200 locations in Allegheny County collect vehicle counts for the Pennsylvania Department of Transportation. Data included in the Health Department's DASH project includes hourly averages and average daily counts. The data was collected from years 2012-2014 and compiled by Carnegie Mellon University’s Traffic21 Institute.

Support for Health Equity datasets and tools provided by Amazon Web Services (AWS) through their Health Equity Initiative.

Mobile accounts for approximately half of web traffic worldwide. In the last quarter of 2024, mobile devices (excluding tablets) generated 62.54 percent of global website traffic. Mobiles and smartphones consistently hoovered around the 50 percent mark since the beginning of 2017, before surpassing it in 2020. Mobile traffic Due to low infrastructure and financial restraints, many emerging digital markets skipped the desktop internet phase entirely and moved straight onto mobile internet via smartphone and tablet devices. India is a prime example of a market with a significant mobile-first online population. Other countries with a significant share of mobile internet traffic include Nigeria, Ghana and Kenya. In most African markets, mobile accounts for more than half of the web traffic. By contrast, mobile only makes up around 45.49 percent of online traffic in the United States. Mobile usage The most popular mobile internet activities worldwide include watching movies or videos online, e-mail usage and accessing social media. Apps are a very popular way to watch video on the go and the most-downloaded entertainment apps in the Apple App Store are Netflix, Tencent Video and Amazon Prime Video.

Mobile phones dominate global digital commerce website visits and contribute to the largest share of online orders. As of the fourth quarter of 2024, smartphones constituted around 78 percent of retail site traffic globally, responsible for generating 68 percent of online shopping orders. Marketplace momentum Retail e-commerce has significantly increased globally over the past few years. Currently, the leading countries in retail e-commerce growth, such as the Philippines, have seen an increase of up to 24 percent. In 2024, the majority of online purchases worldwide were made on online marketplaces, incurring around a 30 percent share of consumer purchases. The top four retail websites for consumers to visit globally were all marketplaces, with the leading website being Amazon.com. Converting clicks When shopping online, website visits often do not end in purchases. This can be due to having second thoughts when online shopping, or simply due to consumers using the platforms to search for products. In 2024, the conversion rate of online shoppers globally was just over two percent, with food and beverages incurring the highest conversion rate from online purchases. Across the globe, almost 20 percent of all retail sales were conducted online. This figure is forecast to increase to at least 21 percent by 2027.

Descriptive of the data used in the analysis.

In May 2022, the Japanese domain of Rakuten was the leading e-commerce website in the Asia-Pacific region, with over 218 million average monthly visits. Amazon.com followed with approximately 181 million average monthly visits as the second most visited e-commerce website in the Asia-Pacific region in May 2022.

This statistic shows the impact of the coronavirus lockdown on the traffic volume of the leading retail websites in Spain from January to March 2020. As can be seen, the main retailers in Spain experienced a significant increase in the number of visits on their websites. Amazon, the global leader in online sales, registered about 110 million visits more in March than in January 2020.

Among selected consumer electronics retailers worldwide, apple.com recorded the highest bounce rate in April 2024, at approximately 55.3 percent. Rival samsung.com had a slightly lower bounce rate of nearly 54 percent. Among selected consumer electronics e-tailers, huawei.com had the lowest bounce rate at 30.91 percent. Bounce rate is a marketing term used in web traffic analysis reflecting the percentage of visitors who enter the site and then leave without taking any further action like making a purchase or viewing other pages within the website ("bounce"). A sector with growth potential With one of the lowest online shopping cart abandonment rates globally in 2022, consumer electronics is a burgeoning e-commerce segment that places itself at the crossroads between technological progress and digital transformation. Boosted by the pandemic-induced surge in online shopping, the global market size of consumer electronics e-commerce was estimated at more than 340 billion U.S. dollars in 2021 and forecast to nearly double less than five years later. Amazon and Apple lead the charts in electronics e-commerce With more than 59 billion U.S. dollars in e-commerce net sales in the consumer electronics segment in 2022, apple.com was the uncontested industry leader. The global powerhouse surpassed e-commerce giants amazon.com and jd.com with more than ten billion U.S. dollars difference in online sales in the consumer electronics category.

Speed choice under fictitious scenarios.

In December 2023, the website of the American company Kroger was the most visited website in the grocery category worldwide, accounting for three percent of desktop traffic. The food delivery website istacart.com followed with a visit share of 2.62 percent.
A pandemic kick-off The online grocery delivery market most recently gained traction during the COVID-19 pandemic. Government-mandated lockdowns around the world spurred consumers to look more closely toward no-contact methods of shopping. As a result, shopping for groceries on the internet has become the norm for many. In 2021, Walmart was the leading e-commerce edible grocery retailer globally, followed by Alibaba—both companies are estimated to have generated over 17 billion U.S. dollars in sales. While not far behind Walmart and Alibaba in worldwide sales, Amazon is estimated to remain, by far, the top-selling U.S. online grocery retailer in the next few years.

What Amazon grocery’s future holds
Even with over half of U.S. Americans being familiar with the Amazon Fresh brand, and over one-third using Amazon grocery services in early 2021, the e-commerce giant’s online grocery business is not as overwhelmingly popular outside of North America. For one, Amazon Fresh has yet to fully expand in the European market. Globally, the edible grocery category is estimated to make up 4.2 percent of the company’s sales in 2022, and this figure is expected to drop to 3.6 percent in the coming years. In comparison, Amazon’s sales shares in other categories like electricals and fashion are set to rise.

The online marketplace and classified ads platform Blocket was the most visited e-commerce and shopping site in Sweden, as it accounted for about 15 percent of desktop traffic in December 2023. Amazon followed with 9.62 percent of visits.

In December 2023, Amazon was the leading e-commerce and shopping site in Italy. During the measured period, the sprawling platform accounted for over 40 percent of desktop traffic in this category. Coming in second place was ebay.it, as the website was responsible for 10.19 percent of desktop traffic in this category over the same time period.

This statistic shows a ranking of Dutch online traffic sources towards the German website of Amazon from 2017 to 2019. The numbers provided cannot provide desktop visits to Amazon.nl, as this domain effectively did exist up until February 2020. Amazon was not in the Netherlands, but translated the books segment on Amazon.de into Dutch. Direct traffic is deemed to be the most important source for web traffic, as 58 percent of visits towards the site came in this way. Organic search results were less important: these made up 13 percent of total desktop traffic.