Amazon gains Cyber 5 traffic share from other top retailers

Traffic to Inc.’s main website accounted for XX.XX% of all U.S. visits to Top 1000 retailers during the Cyber 5, according to Digital Commerce 360 analysis of Similarweb data. That’s up XX.XX% from the same Thanksgiving-to-Cyber-Monday period last year. Amazon had the highest U.S. traffic of any retailer site during that period. Among top holiday retailers, Costco Wholesale Corp. was the only other retailer to gain traffic share during the period.

Best Buy Co. Inc. and Target Corp. both had sharp declines in share, with Best Buy down XX.XX% and Target falling XX.XX% in overall traffic share.

While many retailers dropped in traffic share, it wasn’t due to Cyber 5 alone — retailers across the Top 1000 were losing share during a control period three weeks prior to the Cyber 5 as well. At that point, even Amazon had lost XX.XX% of traffic share.

Amazon is No. XX in the Top 1000. The database is Digital Commerce 360’s ranking of the largest North American online retailers. Amazon is also No. XX in Digital Commerce 360’s Global Online Marketplaces Database, which ranks the 100 largest such marketplaces by 2023 third-party GMV.

Target is No. XX in the Top 1000. Best Buy is No. XX.

Overall, Top 1000 retailers median change in traffic share was XX.XX% for Cyber 5 compared to the prior year, but that may be due to an earlier start to holiday shopping.

Digital Commerce 360 has redacted the figures for non-members. The full text and accompanying charts are available for members upon sign-in.

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