January 13, 2004, 12:00 AM

Amazon leads general merchandisers in number of web site visits, study says

Amazon.com came in first among the top 10 general merchandise web sites in the number of visits during December, followed by Walmart.com, Target.com and Sears.com, Hitwise reports.

Paul Demery

Managing Editor, B2B E-commerce

Amazon.com came in first among the top 10 general merchandise web sites in number of visitss during December, followed by Walmart.com, Target.com and Sears.com, Hitwise reported. Next in line, in order of most visits, were JCPenney.com, Overstock.com, HSN.com, Kohls.com, Kmart.com and Costco.com.

 

Amazon came in second to HSN, however, in length of average visit. HSN’s average visit was 13 minutes, 43 seconds, followed by Amazon with 10:19; Overstock, 9:25; Sears, 9:07; Wal-Mart, 8:23; JC Penney, 8:03; Kohl’s, 7:26; Costco, 6:39; Target, 6:39; and Kmart, 6:00.

 

Hitwise reported that eBates.com saw the largest increase, 385%, in number of visits in December over November, followed by LowerMyBills, 252%; Froogle, 243%; Virgin Mobile USA, 76%; L.L. Bean, 63% and Shop at Home Select, 58%.

 

Hitwise also reported that the most popular product-related keywords typed into a search engine over the 12 weeks ended Jan. 3, beginning with the most popular, were: coupons, digital cameras, digital camera, grocery coupons, free stuff, shopping, free samples, used books, cell phones and gift ideas. Hitwise noted that 26.5% of December traffic to shopping sites originated from search engines and directories.

 

 

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