Amazon Tops eBay as Most-Visited Online Retailer

Amazon overtakes eBay as most-visited retail site, Nielsen says

From Nielsen Online via Internet Retailer:

Culminating a long stretch in which the two companies' traffic numbers have been heading in opposite directions, Amazon.com passed eBay.com in November as the most popular retail destination on the Internet, according to Nielsen Online.

Amazon.com, No. 1 in the Internet Retailer Top 500 Guide, attracted 57.7 million unique visitors last month, up 8% from last year, while eBay's audience of 55.4 million was 6% lower than during November 2007.

Here are the top 15 retail web sites in November, with unique visitors in millions this year and last and the percentage change.

Amazon, 57,682, 53,630, 8%
eBay, 55,438, 59,041, -6%
Wal-Mart, 39,420, 35,003, 13%
Target, 35,902, 34,611, 4%
Best Buy, 22,138, 22,736, -3%
Sears, 19,541, 17,805, 10%
Dell, 17,058, 18,918, -10%
JCPenney, 16,933, 15,929, 6%
Circuit City, 16,609, 19,135, -13%
Netflix, 13,538, 11,954, 13%
Kohl's, 13,257, 10,516, 26%
ToysRUs, 13,041, 13,726, -5%
The Home Depot, 12,169, 10,608, 15%
Overstock.com, 11,812, 18,419, -36%
Kmart, 11,713, 8,693, 35%

Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top e-commerce sites in this category based on Nielsen Online data.

The top 10 online consumer goods advertisers in November, with impressions in thousands and share of impressions, according to Nielsen Online, were:

Avon Products Inc., 960,976, 9.7%
General Mills Inc., 681,068, 6.9%
iQ Derma, 609,441, 6.2%
The Procter & Gamble Co., 406,775, 4.1%
Unilever, 373,875, 3.8%
Nestle USA Inc., 234,484, 2.4%
Hasbro Inc., 222,223, 2.2%
Dermitage, 216,861, 2.2%
Sears Holding Corp., 209,111, 2.1%
FRS Company, 209,105, 2.1%

The news today is not uniformly wonderful for Amazon, as both it and eBay took hits from Wall Streeters, in our next story...