June 12, 2009, 12:00 AM

eBay inches ahead of Amazon.com as most visited retail site, Nielsen says

In March Amazon.com reigned as the e-commerce web site traffic king. In April eBay stole the crown away. The world’s largest online marketplace hosted 51.27 million shoppers, down 7% from last year, but enough to beat out Amazon.com.

Katie Evans

Managing Editor, International Research

In March Amazon reigned as the e-commerce web site traffic king. In April eBay stole the crown away. The world’s largest online marketplace hosted 51.27 million shoppers, down 7% from last year, but enough to beat out Amazon.com, which attracted 50.36 million shoppers, a 7% increase from a year ago.

The numbers for April are a change of pace from recent months when Amazon has often attracted more visitors than eBay. In March, Amazon reported a 17% year-over-year increase in traffic to 54.60 million unique visitors, while traffic to eBay fell 5% to 54.23 million visitors.

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

  • eBay, 51.27, 55.13, -7%
  • Amazon, 50.36, 47.26, 7%
  • Adobe, 29.20, 22.70, 29%
  • Target, 24.51, 24.35, 1%
  • Wal-Mart Stores, 23.64, 23.13, 2%
  • Real, 21.26, 27.87, -24%
  • Dell, 16.62, 14.74, 13%
  • The Home Depot, 13.44, 13.30, 1%
  • Netflix, 13.35, 12.95, 3%
  • Best Buy, 13.20, 12.33, 7%

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 April, according to Nielsen data, were:

  • PepsiCo, Inc., 610.14
  • FRS Company, 571.52
  • The Coca-Cola Company, 467.98
  • Bottom Line Publications, 382.36
  • Van Melle, 359.65
  • Nylon Worldwide Media LLC, 318.00
  • Sears Holdings Corporation, 311.26
  • The Proctor and Gamble Company 296.65
  • Unilever 285.81
  • Raw Natural Beauty LLC, 253.41

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