September 23, 2022 11:35 AM

Amazon lost Web Traffic Market Share

Amazon News

Amazon lost some market share, as measured by web traffic, to the next ten biggest online retail rivals: down from 52% in January to 47% in

Some have feared that during the pandemic, the e-commerce market will  be winner-take-all, mostly benefitting Amazon due to its unmatched  fulfillment capacity. The opposite happened – Amazon had to delay  non-essential items’ delivery because of the breakdown of that same  fulfillment. The company resumed two-day delivery for most items by mid-May,  however, that created an opening for its competitors to step in (none of  which did the essentials prioritization).

Share of web traffic

In April, while Wayfair’s and Lowe’s web traffic compared to March  grew at roughly 50%, Amazon’s grew considerably slower at 8%. However, in  June, as more people returned to physical stores, Amazon’s traffic shrank  only 5% relative to May, compared to the more than 10% decline of Wayfair,  BestBuy, Costco, and Target. Web traffic estimates are by SimilarWeb.

Comparing traffic in February to traffic in May – usually the slowest  month of the year to the peak this year so far – Lowe’s, The Home Depot,  Wayfair, Costco, and Target grew the most. Meanwhile, Amazon and eBay grew  the least. In total numbers, Amazon is as big as the next ten combined, and  that’s why its market share only changed by a few percentage points. Amazon’s  fulfillment struggles hampered its ability to capitalize on the e-commerce  demand increase, but not by enough to be meaningful long-term.

None of the competitors saw exceptional growth, but a few added one  percentage point to their market share. That was enough to reduce Amazon’s,  which didn’t exhibit significant growth but also didn’t lose much traffic  once some people returned to stores. Ultimately, they collectively took  retail market share from brick-and-mortar retailers.






The Home Depot




Best Buy




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