January 30, 2009, 12:00 AM

Amazon grabs a bigger share of holiday traffic

Amazon.com crushed the competition in December in unique daily visitors, total traffic and visits per person, Compete Inc. shows.

During the month of December 2008, individual visitors to Amazon.com visited the site an average of 4.5 times, more than twice the average number of visits by an individual, at 2.1, to nine other department store and mass merchant e-commerce sites, according to a survey of daily visits to the 10 sites conducted by Compete Inc. at the request of Internet Retailer. Traffic to these 10 sites during the ’08 November-December period declined year over year for a few days during the week prior to Thanksgiving, dropping by as much as 24% on Nov. 22, but rose sharply in the days after Thanksgiving, increasing as much as 82.9% on Nov. 28, the Friday following the holiday. Compete also compiled total visits to these sites for the month of December 2008 to show changes in market share over the prior December. Amazon’s share hit 39%, an 18% jump, followed by Walmart.com’s share of 16%, down 3%.

To view the complete February webselling stats charts, click here.

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