amazon.com
Amazon.com. Spend less. Smile more.
Global Rank
#7
United States Rank
#4
Category Rank
#1
e-commerce and shopping
Engagement Metrics
Monthly Visits
2.57B
Bounce Rate
33.91%
Pages/Visit
9.20
Time on Site
5m 44s
Traffic Breakdown
Traffic Graph
Traffic last 3 months
Traffic Breakdown
January 2025
2.73B
February 2025
2.34B
March 2025
2.57B
Average Monthly Traffic
2.55B
🌍 Top 5 Countries
-
United States
85.16%
-
India
1.13%
-
China
0.98%
-
Canada
0.86%
-
United Kingdom
0.78%
- Others 11.09%
🚦 Traffic Sources
- Direct 65.29%
- Search 25.57%
- Referrals 7.04%
- Social 1.59%
- Paid Referrals 0.32%
- Mail 0.19%
🔑 Top Keywords
| Keyword | Estimated Value | Search Volume | CPC ($) |
|---|---|---|---|
| amazon | 23.34M | 184.54M | $0.20 |
| amazon prime | 2.99M | 20.14M | $0.30 |
| prime video | 1.89M | 16.92M | $0.49 |
| amazon prime video | 1.44M | 8.22M | $0.50 |
| aws | 1.11M | 1.54M | $1.76 |
Website Summary
Website Overview and Rankings
amazon.com has established itself as a significant player in the e-commerce and shopping category, achieving notable rankings across different metrics. The website currently holds the #7 position globally, demonstrating its substantial worldwide presence. Within United States, it ranks #4, indicating strong regional performance. In its specific industry category, the site maintains a competitive position at #1.
These rankings reflect the website's overall market position and competitive standing, suggesting a well-established online presence with significant reach across both global and local audiences. The multi-tiered ranking system provides a comprehensive view of the site's performance across different geographic and industry-specific metrics.
User Engagement Analysis
The website demonstrates robust user engagement metrics, attracting approximately 2.57B visitors monthly. Visitor behavior analysis reveals that users spend an average of 5m 44s on the site, indicating substantial user interest and content relevance. The recorded bounce rate of 33.91% provides insights into initial user engagement, while visitors typically view 9.20 pages per session, suggesting active content exploration.
These engagement metrics are crucial indicators of the website's ability to capture and maintain user interest. The combination of visit duration and pages per visit suggests that users find value in the content and navigate through multiple sections of the site, contributing to its overall effectiveness in serving its audience.
Traffic Growth and Patterns
Analysis of the past three months reveals notable traffic dynamics, with the website experiencing a decline of 6.07. The average monthly traffic volume stands at 2.55B visits.
Beginning with an initial volume of 2.73B visitor engagements during January 2025, the website's traffic patterns demonstrated a notable downward trend, reaching 2.34B visits in February 2025, representing a substantial reduction of -14.47 in visitor activity. The most recent data point from March 2025 reveals a continued positive momentum in traffic performance, with visitor numbers climbing to 2.57B total visits, marking a healthy increase of +9.82 compared to the previous period.
Geographic Audience Distribution
The website's audience exhibits a diverse geographic distribution, with United States emerging as the primary market, contributing 85.16% of total traffic.
Significant traffic contributions also come from important secondary markets including India with a substantial 1.13% share of overall traffic, China with a substantial 0.98% share of overall traffic, Canada with a substantial 0.86% share of overall traffic, United Kingdom with a substantial 0.78% share of overall traffic and . This diverse geographic distribution clearly demonstrates the website's extensive international reach and appeal, highlighting its successful penetration across multiple key global markets. The balanced distribution of traffic across these regions suggests an effective international marketing strategy and content that resonates with diverse audiences worldwide.
Traffic Source Analysis
The website's traffic is diversified across multiple channels, with direct being the dominant source at 65.29% of total traffic.
Secondary traffic sources include search (25.57%), referrals (7.04%), social (1.59%), paid referrals (0.32%), mail (0.19%) and . This multi-channel distribution indicates a well-balanced traffic acquisition strategy, reducing dependency on any single source while maximizing reach across different platforms.
Search Performance and Keywords
The website's keyword performance analysis reveals valuable insights into its search visibility. The top-performing keyword "amazon" demonstrates significant value with 23.34M estimated worth, attracting 184.54M searches at a CPC of $0.20.
Additional notable keywords include "amazon prime" and "prime video", which contribute substantially to the site's search presence. The diverse keyword portfolio suggests effective content optimization and strong market positioning in relevant search queries, enhancing the website's organic visibility and potential traffic acquisition through search engines.
Performance Summary and Outlook
amazon.com's overall digital presence shows decline with consistent performance across key metrics. The combination of 2.57B monthly visits, strong presence in United States, and diverse traffic sources led by Direct positions the website for potential improvement in its market segment.