Amazon made 10x more money than any other e-commerce site during 2016 holidays [Slice data]

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Amazon already told the world that the 2016 holidays were its “best-ever season,” and new data from retail analytics company Slice Intelligence is adding some perspective to the claim.

Based on a panel of more than 1.3 million US online shoppers, Amazon claimed 38 percent of all online revenue during the just-completed holidays. That’s a slight gain over its 37.9 percent share during the 2015 holidays.

But it’s also another sign of the company’s ownership of US e-commerce dollars. According to Slice’s panel, Best Buy was again the No. 2 e-commerce site during the holidays, but with only 3.9 percent of all online revenue, it earned about one-tenth of what Amazon earned. This eye-opening chart shows how big Amazon’s lead is over the rest of the top ten e-commerce sites.


Apple saw the biggest year-over-year growth, going from 1.7 percent in 2015 to 2.4 percent last year. Walmart, Macy’s, Nordstrom and J. Crew all saw small declines in e-commerce revenue share.

Online sales were up 20 percent overall during the 2016 holidays, Slice says.

About The Author

Matt McGee is the Editor-In-Chief of Marketing Land and Search Engine Land. His news career includes time spent in TV, radio, and print journalism. After leaving traditional media in the mid-1990s, he began developing and marketing websites and continued to provide consulting services for more than 15 years. His SEO and social media clients ranged from mom-and-pop small businesses to one of the Top 5 online retailers. Matt is a longtime speaker at marketing events around the U.S., including keynote and panelist roles. He can be found on Twitter at @MattMcGee. You can read Matt’s disclosures on his personal blog. You can reach Matt via email using our Contact page.


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