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Website traffic refers to web users who visit a website. Web traffic is measured in visits, sometimes called “sessions,” and is a common way to measure an online business effectiveness. It is a great starting point to determine a website’s popularity and visibility.

Now let’s check the online retail sites like Amazon’s web traffic and comparison with other retail sites.


When someone visits a website, their computer or other web-connected device communicates with the website’s server.

It is not only the traffic on the website’s homepage that is monitored. Rather, all segments of the website are constantly monitored by the server to determine exactly how many hits each receive.

Servers can compile every request for a web page, determine how popular the site is and which pages receive the most attention.

When a web server processes a file request, it makes an entry known as the “server log” on the server’s hard drive.

The log gathers entries, forming a valuable database of information that the site owner can analyze to better understand the website’s visitor activity.


Due to the pandemic, as we know, Amazon experienced a major surge in customer demand and they delayed non-essential items delivery because of the breakdown of fulfillment.

Prior to March, Amazon had about 2% of traffic in the top 100 search terms, and in March, they had 13% of traffic.

In April & May, the traffic was down to 5% in the top 100 search terms. During May 2020, Amazon had over 2.5 billion combined desktop and mobile visits, up from 2.01 billion visits in February 2020.

Now, let’s check the web traffic comparison with other retail sites.


Amazon has faced an issue in delivering the products on-time and they also resumed a two-day delivery for most items by mid-May, however, that created an opening for its competitors to step into the game.

In April, Wayfair’s and Lowe’s web traffic grew at 50% compared to March, and Amazon’s web traffic grew considerably slower at 8%.

However, in June, as the situation is returning back to normal, Amazon’s traffic shrank only 5% relative to May, but more than 10% decline compared to Wayfair, BestBuy, Costco, and Target.

Amazon lost some market share, as measured by web traffic, down from 52% in January to 47% in June, compared to other retail sites.

Comparing web traffic in February to May – Lowe’s, The Home Depot, Wayfair, Costco, and Target grew the most. Meanwhile, Amazon and eBay grew the least.

Amazon is as big as compared to other retail sites, and that’s why its market share only changed by a few percent.

None of the competitors saw rapid growth, hence Amazon didn’t exhibit significant growth but also didn’t lose much traffic.

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