February 3, 2003, 12:00 AM

For `02 holiday shopping, most shoppers thought of Amazon--again

58% of online shoppers named Amazon as their preferred destination as the 202 holiday shopping season began, AMR Research reports. Next highest in mind-share was eBay.com, at 28%.

When online shoppers started thinking about holiday shopping last year, most of them had their minds on Amazon.com, says a forthcoming study from AMR Research Inc. The study found that 58% of online shoppers named Amazon as their preferred destination. Next highest in mind-share was eBay.com, at 28%.

"Amazon`s mind-share continues to go through the roof," Paula Rosenblum, retail research director for AMR, tells InternetRetailer.com. She notes that Amazon`s mind-share more than doubled last year from 28% in the 2001 holiday season.

EBay also saw a sharp increase in mind-share from 6% a year earlier.

Rosenblum notes that Amazon and eBay were the only two retailers to appear among the top 10 in online shoppers` mind-share for both the 2001 and 2002 holiday shopping seasons. She adds that Amazon`s mind-share was even larger than 58% when considering that Amazon operates the web sites of ToysRUs and Target, each of which also scored in the top 10 in 2002.

AMR`s mind-share ratings of other online retailers for the 2002 holiday shopping season: BarnesandNoble.com, 18%; JC Penney, 16%; ToysRUs.com, 14%; Walmart.com, 14%; TargetDirect.com, 13%, BestBuy.com, 11%; Landsend.com, 9% and OldNavy.com, 9%.

AMR based its study on a randomly selected panel of 437 consumers aged 18 and over, of whom 28%, or 128, said they shopped online. The study`s findings related to mind-share were based on those 128 online shoppers.


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