Amazon Blew Away Rivals On Black Friday And Thanksgiving

But fell behind on conversions
Author:
Publish date:

Updated! Amazon absolutely, unequivocally dominated e-commerce over Thanksgiving and Black Friday , Hitwise reported.

According to the website tracking service, the Bezos bunch garnered 55 percent of all transactions processed by the top 50 online retailers, followed by Walmart with 8.8 percent and Best Buy with 5 percent (see charts, below).

Driving Amazon’s bounty were its proprietary tech products, including Echo Dot and Fire TV Stick, which were the two best-selling items over the holiday weekend, the e-tailer said. 

Rounding out the top five retailers were Kohl’s, with 3.4 percent of transactions, and Target nearly tying with 3.3 percent of purchases.

Walmart had a better showing on Thanksgiving, but still trailed Amazon 45 percent to 14 percent, with Best Buy in third place with 8 percent of purchases.

Ah, but Amazon lost its footing when it came to conversions. Old Navy actually did the best job of turning Black Friday visits into sales with a conversion rate of 9.1 percent, followed by photo site Shutterfly at 8.5 percent and LLBean at 8.3 percent.

Amazon trailed in fourth place with a conversion rate of 7.7 percent on Black Friday, but moved up to No. 2 on Thanksgiving, behind Shutterfly and ahead of Old Navy, with a conversion rate of 6.6 percent.

Hitwise senior analyst John Fetto broke the holiday weekend down thusly:

Total transactions: 39.8 million among the top 50 e-tailers during the four-day holiday weekend

Top two days: Black Friday, with 13 million transactions, and Thanksgiving, with 12.5 million transactions, up from 5 million and 4.7 million, respectively, on Thursday and Friday of the prior week

Total Amazon transactions: 7.1 million on Black Friday and 5.6 million on Thanksgiving. By comparison, second-place Walmart processed 1.1 million and 1.7 million transactions, respectively.

Hitwise, a unit of Connexity (formerly Shopzilla) and a corporate sister of PriceGrabber, said it collects data about consumer visits, searches and conversions from billions of online events for both mobile and desktop Internet users.

BFTraffic_BlackFriday
BFTraffic_Thanksgiving
BFTraffic_ConversionBlackFriday
BFTraffic_ConversionThanksgiving

Featured

Related Articles