February 27, 2009, 12:00 AM

eBay narrows the gap, but Amazon is tops in traffic again, Nielsen says

Amazon.com attracted the most traffic among retail web sites last month, with nearly 57 million unique visitors, 4.3% more than eBay’s 54.5 million visitors, says Nielsen Online. In December, Amazon led by 6.4%.

Amazon.com attracted the most traffic among retail web sites last month, with nearly 57 million unique visitors, 4.3% more than eBay’s 54.5 million visitors, says Nielsen Online. It was the third month in a row in which Amazon led in traffic, after overtaking eBay in November. While eBay did narrow the gap a bit in January-in December, Amazon led by 6.4%--Amazon continues to gain traffic, while eBay’s traffic number keeps falling compared with a year ago.

Retailers with the biggest traffic gains included low-price leaders Wal-Mart and Sears. While Real, the parent of online music subscription service Rhapsody, has the biggest traffic loss.

The Top 10 online retail destinations in January, ranked by unique visitors in millions this January and last, with year-over-year growth, according to Nielsen Online, were:

  • Amazon, 56.90, 51.22, 11%
  • eBay, 54.53, 56.19, -3%
  • Adobe, 29.27, 25.98, 13%
  • Wal-Mart Stores, 29.01, 22.92, 27%
  • Target, 26.40, 25.86, 2%
  • Real, 24.18, 29.38, -18%
  • Best Buy, 17.42, 16.20, 8%
  • Netflix, 17.17, 14.90, 15%
  • Dell, 16.60, 17.60, -6%
  • Sears, 13.53, 10.76, 26%

Unique visitors count only once each shopper who came to a site, no matter how many times that shopper visited. This is a custom list compiled by Internet Retailer of the top e-commerce sites based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer.

The top 10 consumer goods advertisers in terms of online ad impressions (in millions) in October, according to Nielsen data, were:

  • PepsiCo Inc., 504.02
  • General Mills Inc., 415.90
  • FRS Company, 411.19
  • iQ Derma, 397.52
  • Raw Natural Beauty LLC, 354.51
  • Proctor & Gamble Company, 325.76
  • Dermitage, 315.29
  • Avon Products Inc., 231.03
  • Kellogg Company Inc., 182.26
  • Unilever, 173.48

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