Amazon and BestBuy dominate their retail categories, SimilarWeb finds in a new retail traffic report. Inc., No. 1 Internet Retailer 2017 Top 500, accounts for more than half (55.8%) of all traffic to the 10 most-visited general merchandise sites, according to SimilarWeb.

The digital analytics firm recently released a report that detailed which retailers received the most traffic in the U.S. by category between January and April of this year.

Here are the leaders in each category:

  • Amazon, General Merchandise
  • Home Depot Inc. (No. 8), Home and Garden
  • Best Buy Co. Inc. (No. 10), Consumer Electronics
  • Macy’s Inc. (No. 6), Apparel
  • Sephora USA Inc. (No. 136), Beauty
  • Nike Inc. (No. 37), Sporting Goods
  • The Kroger Co. (No. 88), Food and Beverage
  • REI (No. 74), Outdoor and Hunting


The 10 most-visited general merchandise sites with their share of traffic are:




Within the General Merchandise category SimilarWeb also found:

  • “Fidget spinner” (a popular children’s trinket) is the most-searched nonbranded keyword on, and in 2017.
  • Among Wal-Mart Stores Inc. (No. 3 in the Top 500), eBay Inc. and Amazon, consumers spend the most time in the Walmart app: On average consumers spend 36 minutes 44 seconds per day in Walmart’s app; 20 minutes 36 seconds in eBay’s app; and 8 minutes 25 seconds in Amazon’s app.



In the Home and Garden category, Home Depot captured the most traffic among the top 10 sites from January-April.


The bottom seven retailers received the remaining 23.1% of traffic.

Among the top three retailers, Wayfair Inc. (No. 16) has the lowest portion of its traffic coming directly to its site, which means the retailer has less brand recognition than Home Depot and Lowe’s, SimilarWeb says.

Like Amazon in general merchandise, Best Buy dominates the Consumer Electronics category with 48.5% of the traffic in the January-April period.


SimilarWeb also found:

  • Four of the top five site searches on were for Nintendo products.
  • Best Buy’s web traffic is two times higher in November than the rest of the year.

With 265 retailers, Apparel is the largest category in the Internet Retailer Top 1000 and one of the most competitive categories, SimilarWeb says. Traffic to the top 10 sites is more evenly distributed in this category than others.

The top 10 retailers are:

  1. Macy’s, 21.7% of apparel traffic
  2. Kohl’s Corp. (No. 18), 16.0%
  3. J. C. Penney Co. Inc. (No. 33), 12.3%
  4. Nordstrom Inc. (No. 17), 11.6%
  5. Gap Inc. (No. 24), 9.4%
  6. Victoria Secret (Part of L Brands Inc., No. 26), 7.7%
  7. Forever 21 (No. 274), 7.5%
  8. Zappos (Part of Amazon), 5.6%
  9. Ltd. (No. 167), 4.1%
  10. H&M (No. 409), 4.0%

SimilarWeb also found:

  • Kohl’s and J.C. Penney’s traffic peaks in November, while Macy’s’ web traffic peaks in December.
  • 54% of traffic to is via mobile devices, which is the highest of the top five retailers.

The Beauty category is growing online, as spending on makeup grow twice as fast as spending on clothing in 2016, SimilarWeb says.

advertisement tops the list with 33.9% of traffic, then Ulta Beauty (No. 119) with 25.9% and Bath and Body Works at 12.8%. is the clear leader in the Sporting Goods category with 28.0% of traffic. Here are the top 10 sites with their share of sporting goods traffic:




SimilarWeb also found:

  • 5.0% of traffic to Dick’s Sporting Goods (No. 56) came from organic search compared with 27.5% for Nike.
  • Traffic to Adidas AG (No. 52) increased by 106% when a new Kanye West Yeezy sneaker launched compared with an average day in 2016.
  • Four out of the five top search terms on were shoe-related; the remaining term was “windbreaker.”

In the Outdoor and Hunting category, traffic to the top 10 retail sites is more evenly distributed and not skewed heavily toward the top few retailers, as in other categories. REI, with 19.2% of traffic, beat out Cabela’s Inc. (No. 65) which had 18.1% of traffic. MidwayUSA Inc. (No. 101) was the next closest with 11.5% of traffic.

Here are the top 10 retailers:

  1. REI, 19.2%
  2. Cabela’s, 18.1%
  3. Midway USA, 11.5%
  4. L. L. Bean Inc. (No. 35), 9.9%
  5. Cheaper Than Dirt (No. 194), 7.6%
  6. Sportsman’s Guide, 5.0%
  7. Bass Pro (No. 125), 7.4%
  8. LLC (No. 85), 7.0%
  9. Sierra Trading Post Inc., 6.2%
  10. Gander Mountain (No. 224), 6.0%