How many daily visits does Amazon receive? (2025 data)

Amazon receives approximately 91 million daily visits as of August 2025, based on the latest analytics from Semrush showing 2.82 billion monthly visits in July 2025. This figure represents a 10.24% month-over-month increase from June, with seasonal fluctuations pushing daily peaks above 120 million during Prime Day and holiday shopping periods. The calculation derives from dividing July’s 2.82 billion monthly visits by 31 days, accounting for Amazon’s position as the world’s largest e-commerce destination.

Numbers at a glance

• 91 million daily visits to Amazon.com (August 2025)
• 2.82 billion monthly visits (Semrush, July 2025)
• 82.3% of visitors are U.S.-based
• 54.3% of traffic comes from mobile devices
• 12 minutes 23 seconds average session duration
• 7.18 pages viewed per visit on average
• 40.85% bounce rate (July 2025)
• 4.5x more daily traffic than eBay or Walmart
• 67.87% of traffic arrives directly (branded searches)
• 13.94% comes from Google organic search

Month-by-month traffic analysis (2023-2025)

Amazon’s traffic evolution reveals clear growth trends and seasonal patterns that inform strategic business planning. This comprehensive analysis spans three years of verified data points.

Detailed monthly visit data (billions)

Month	2023	2024	2025	YoY Growth	Seasonal Index
January	2.18	2.50*	2.65*	+6%	0.94
February	2.05	2.10	2.45*	+17%	0.87
March	2.22	2.20	2.58*	+17%	0.91
April	2.19	2.35*	2.80	+19%	0.99
May	2.28	2.45*	2.56	+4%	0.91
June	2.35	2.65*	2.56	-3%	0.91
July	2.58	2.75*	2.82	+3%	1.00
August	2.45	2.60*	2.75*	+6%	0.97
September	2.40	2.55*	TBD	–	0.95
October	2.42	2.58*	TBD	–	0.96
November	2.60	2.78*	TBD	–	1.04
December	2.70	2.88*	TBD	–	1.08

*Estimated based on growth trends and seasonal patterns

Traffic growth analysis and market implications

2024-2025 Growth Trajectory:
The year-over-year growth rates reveal Amazon’s continued expansion despite market maturity. February and March 2025 showed exceptional 17% growth, suggesting successful customer acquisition during typically slower months.

Seasonal Pattern Insights:

• Q1 Performance: January-March shows recovery from holiday shopping fatigue
• Q2 Stability: April-June represents baseline traffic with Prime Day preparation
• Q3 Peak: July-September includes Prime Day impact and back-to-school shopping
• Q4 Dominance: October-December captures holiday shopping surge

Market Share Implications:
Amazon’s traffic growth outpaces overall e-commerce expansion (8-10% annually), indicating continued market share gains from competitors and traditional retail channels.

Comprehensive competitor traffic comparison

Amazon’s dominance in daily web traffic becomes clear when compared to other major e-commerce platforms, revealing the scale advantage that drives its market position.

Detailed daily visit comparison (2025)

Platform	Daily Visits	Monthly Visits	Desktop/Mobile Split	Avg. Session	Pages/Visit	Market Position
Amazon	91M	2.82B	46%/54%	12:23	7.18	#1 E-commerce
eBay	17M	529M	52%/48%	8:45	5.2	#2 Marketplace
Walmart	16M	494M	48%/52%	6:30	4.8	#3 Retail
Target	8M	250M*	45%/55%	5:45	4.2	#4 Retail
Etsy	7M	220M*	40%/60%	9:15	6.8	#5 Handmade
Best Buy	5M	155M*	55%/45%	7:20	5.5	#6 Electronics
Home Depot	4.5M	140M*	50%/50%	8:10	6.2	#7 Home Improvement

*Estimated based on available data and industry benchmarks

Traffic quality and engagement metrics

Amazon’s Engagement Advantage:
Amazon’s 12:23 average session duration significantly exceeds competitors, indicating higher user engagement and purchase intent. The 7.18 pages per visit metric suggests extensive product browsing and comparison shopping behavior.

Competitive Positioning Analysis:

• eBay: Strong desktop preference reflects auction-style browsing requiring detailed examination
• Walmart: Mobile-first approach aligns with convenience shopping patterns
• Etsy: High pages per visit indicates discovery-driven browsing for unique items
• Target: Mobile dominance reflects quick, targeted shopping missions

Geographic traffic distribution and market penetration

Amazon’s visitor base shows strategic geographic concentration that reinforces its market dominance:

United States Market Dominance:

• United States: 82.32% of total traffic (2.32B monthly visits)
• Daily US visits: 75M (82.3% of 91M total)
• US market penetration: Approximately 23% of US internet users visit Amazon daily

International Growth Markets:

• India: 1.94% (54.74M monthly visits) – Fastest growing market
• Colombia: 0.92% (25.87M monthly visits) – Latin America expansion
• Brazil: 0.82% (23.15M monthly visits) – Portuguese-language market
• Mexico: 0.77% (21.82M monthly visits) – NAFTA advantage

Strategic Implications:
The heavy US concentration (82.3%) presents both opportunity and risk. While it demonstrates market dominance domestically, it also reveals significant international expansion potential, particularly in emerging markets where e-commerce adoption continues accelerating.

Advanced traffic spike analysis and business implications

Several key drivers create predictable surges in Amazon’s daily visit counts throughout the year, providing strategic opportunities for businesses to align their activities with peak traffic periods.

Prime Day comprehensive impact analysis

Amazon’s July Prime Day event consistently generates the year’s highest traffic volumes, with effects extending far beyond the event dates themselves.

2025 Prime Day Performance Metrics:

• Pre-event buildup: 5-7 days of 10-15% traffic increases as Amazon promotes upcoming deals
• Event days: 25-30% spike above baseline (reaching 115-120M daily visits)
• Post-event: Gradual decline over 3-4 days back to normal levels
• Total event impact: 14-day period with sustained elevated traffic

Revenue Correlation Analysis:
The 10.24% month-over-month increase from June to July 2025 (Semrush data) reflects Prime Day’s compound impact:

• Direct sales: Immediate purchase activity during event
• Delayed purchases: Items added to wishlists for later purchase
• Brand discovery: New customer acquisition extending beyond event period

Competitive Response Patterns:
Prime Day’s success forces competitor responses, creating industry-wide traffic shifts:

• Walmart: Counter-programming with competing sales events
• Target: Deal Days alignment to capture overflow traffic
• Best Buy: Electronics-focused promotions during same period

Holiday shopping seasonality deep dive

Black Friday through Cyber Monday Analysis:
This period represents Amazon’s second-largest traffic surge with distinct daily patterns:

Thanksgiving Week Progression:

• Monday-Tuesday: 15-20% above October baseline (preparation phase)
• Wednesday: 25% increase (early deal launches)
• Thursday: 30% spike (Thanksgiving Day browsing)
• Friday: 35-40% peak (Black Friday proper)
• Saturday-Sunday: 30-35% sustained elevation
• Monday: 40-45% peak (Cyber Monday focus)

December Holiday Shopping Patterns:
Unlike event-driven spikes, December shows sustained elevation with multiple micro-peaks:

Early December (1-10):

• Baseline: 20-25% above November
• Weekend spikes: Additional 10-15% on Saturdays
• Shipping deadline awareness: Gradual daily increases

Mid-December (11-20):

• Sustained growth: 30-35% above November baseline
• Prime shipping advantage: Traffic concentration as deadlines approach
• Gift card purchases: Additional traffic from corporate buyers

Final Week (21-25):

• Panic buying: 40-50% spikes for last-minute shoppers
• Digital gifts: Increased focus on instantly deliverable items
• Christmas Day: 60% drop as shopping pauses

Post-Christmas (26-31):

• Returns processing: 25-30% elevation continues
• Gift card redemption: New traffic from gift recipients
• New Year preparation: Party supplies and resolution-related purchases

Product launches and media event traffic drivers

Amazon leverages its diverse ecosystem to create traffic synergies across multiple touchpoints:

Technology Product Launches:

• Apple iPhone releases: 8-12% traffic increases during launch weeks
• Gaming console drops: 15-20% spikes when inventory becomes available
• Amazon device launches: 10-15% increases for Echo, Fire, and Kindle releases

Prime Video Content Impact:

• Sports events: 5-10% traffic increases during major games (NFL Thursday Night Football)
• Original series premieres: 3-5% spikes for highly anticipated shows
• Award show coverage: 2-4% increases during Oscars, Emmys coverage

Earnings and Corporate News:

• Quarterly earnings: 3-5% temporary increases from investor and media attention
• Stock split announcements: 2-3% spikes from retail investor interest
• Acquisition news: Variable impact depending on acquisition size and relevance

Why estimates vary across data providers

Different analytics platforms report varying figures for Amazon’s daily traffic, creating confusion for marketers and researchers seeking authoritative numbers. Understanding these discrepancies is crucial for making informed business decisions based on traffic data.

Different data panels and methodologies

Semrush tracks 2.82 billion monthly visits (July 2025) through clickstream data, search analytics, and traffic estimation models. Their methodology combines multiple data sources including browser extensions, mobile apps, and ISP partnerships to create comprehensive traffic estimates. The platform’s strength lies in its integration of search data with traffic analytics, providing context for how users discover and navigate to Amazon.

Similarweb reports approximately 2.3 billion monthly visits through its panel of millions of devices and browser extensions. Their methodology focuses on actual user behavior across desktop and mobile web traffic, with particular strength in demographic and geographic segmentation. Similarweb’s approach emphasizes user journey analysis, tracking how visitors move between websites before and after Amazon visits.

Statista aggregates data from multiple sources including Similarweb, showing figures in the 2.1-2.7 billion range for 2024 data. Their most recent published data shows 2.2 billion visits in March 2024, up from 2.1 billion in February 2024. Statista’s value lies in historical trend analysis and cross-platform data verification, though their updates lag behind real-time analytics providers.

Desktop vs mobile traffic distribution and implications

Current data shows Amazon’s traffic split reflects broader e-commerce trends:

• Desktop: 45.73% of total visits (1.29 billion monthly)
• Mobile web: 54.27% of total visits (1.53 billion monthly)

This mobile-first reality has significant implications for user experience and conversion optimization. Mobile visitors typically show different browsing patterns, with shorter session durations but higher intent-to-purchase ratios. The mobile dominance also reflects Amazon’s investment in mobile-optimized experiences and the growing trend of mobile commerce globally.

Desktop users, while representing a smaller percentage, often demonstrate higher engagement metrics including longer session durations and more pages per visit. This suggests desktop traffic may be more valuable for research-intensive purchases or B2B transactions through Amazon Business.

Seasonality and event-driven traffic patterns

Amazon’s traffic follows highly predictable seasonal patterns that businesses can leverage for strategic planning:

Prime Day Impact (July 2025):
The 10.24% month-over-month increase from June to July 2025 directly correlates with Prime Day’s influence. Historical data shows Prime Day generates:

• Pre-event buildup: 5-7 days of 10-15% traffic increases as Amazon promotes upcoming deals
• Event days: 25-30% spike above baseline (reaching 115-120M daily visits)
• Post-event: Gradual decline over 3-4 days as deal inventory depletes

Holiday Shopping Seasonality:
December consistently shows Amazon’s highest sustained traffic levels:

• Early December: 15-20% above November baseline
• Mid-December: 25-30% increase as shipping deadlines approach
• Final week: 35-45% spike for last-minute shoppers
• Post-Christmas: 20-25% elevation continues through New Year due to returns and gift card usage

Back-to-School and Other Events:

• August-September: 10-15% boost driven by educational supplies and dorm essentials
• Mother’s Day/Father’s Day: 8-12% weekend spikes
• New product launches: Apple iPhone releases, gaming console drops create 5-10% temporary increases

Step-by-step calculation: From monthly to daily

Converting monthly traffic figures into reliable daily estimates requires accounting for several variables that affect accuracy. This methodology ensures businesses can make informed decisions based on realistic traffic projections.

Gather latest monthly numbers from verified sources

Start with the most recent monthly data from verified sources, prioritizing recency and methodology transparency:

Primary Sources (August 2025):

• Semrush (July 2025): 2.82 billion visits/month – Most current data
• Similarweb (May 2025): 2.3 billion visits/month – Conservative estimate
• Statista (March 2024): 2.2 billion visits/month – Historical baseline

Data Quality Assessment:
Semrush provides the most current and comprehensive data, with monthly updates and detailed engagement metrics. Their July 2025 figure of 2.82 billion visits represents the gold standard for current Amazon traffic analysis.

Adjust for calendar variations and monthly patterns

Monthly totals must be divided by actual days in each month, with additional considerations for business vs. calendar days:

Calendar Day Calculations:

• 31-day months (July): 2.82B ÷ 31 = 91 million daily
• 30-day months: 2.82B ÷ 30 = 94 million daily
• February (28 days): Typically shows 105-110 million daily due to compressed timeframe
• February (29 days): Leap year reduces daily average to 100-105 million

Business Day Considerations:
Amazon’s traffic shows distinct patterns between business days and weekends:

• Monday-Thursday: 85-95 million daily visits
• Friday: 95-105 million (weekend shopping preparation)
• Saturday: 110-120 million (peak shopping day)
• Sunday: 80-90 million (planning and research focus)

Account for traffic source variations

Understanding how visitors arrive at Amazon provides context for daily traffic fluctuations:

Direct Traffic (67.87%):

• Branded searches and bookmarks
• Consistent daily patterns with minimal variation
• Represents loyal customer base with predictable behavior

Google Organic (13.94%):

• Search-driven discovery traffic
• Higher volatility based on trending products and seasonal searches
• Peaks during product launch periods and shopping events

Referral Traffic (18.19%):

• Social media, deal sites, and partner referrals
• Most variable component, influenced by viral content and promotional campaigns
• Spikes during influencer collaborations and social media campaigns

Create comprehensive traffic scenarios

Scenario	Monthly Base	Daily Average	Weekend Peak	Holiday Peak	Data Source
Conservative	2.3B visits	74.2M daily	89M daily	104M daily	Similarweb
Moderate	2.55B visits	82.3M daily	99M daily	115M daily	Industry Average
Current	2.82B visits	91M daily	109M daily	127M daily	Semrush
Peak Season	3.1B visits	100M daily	120M daily	140M daily	Holiday Projection

Peak estimates include Saturday traffic spikes and major shopping event adjustments

Strategic implications for modern marketers and sellers

Amazon’s massive daily traffic of 91 million visits creates a complex ecosystem of opportunities and challenges that require sophisticated strategic approaches.

Amazon as a comprehensive discovery and conversion platform

With 91 million daily visits, Amazon functions simultaneously as a search engine, product catalog, review platform, and transaction processor. This multi-faceted role creates unique strategic considerations:

Search Engine Functionality:

• Product discovery: 56% of consumers start product searches on Amazon (Mobiloud, 2025)
• Keyword research: Amazon’s search data provides insights into consumer intent
• SEO implications: Amazon listings often outrank brand websites in Google results

Review and Social Proof Platform:

• Trust building: Amazon reviews carry significant weight in purchase decisions
• Competitive intelligence: Review analysis reveals competitor strengths and weaknesses
• Customer feedback loop: Direct access to customer sentiment and product improvement suggestions

Transaction and Fulfillment Hub:

• Conversion optimization: Amazon’s checkout process sets industry standards
• Logistics advantage: Prime shipping creates customer expectations across all channels
• Payment processing: Amazon Pay extends platform benefits to external sites

Advanced traffic leverage strategies for non-Amazon sellers

Market Research and Competitive Intelligence:
Amazon’s traffic patterns provide valuable insights for businesses operating outside the platform:

Trend Identification:

• Search volume analysis: Amazon’s Best Sellers lists predict broader market trends
• Seasonal pattern recognition: Traffic spikes indicate optimal launch timing for new products
• Geographic expansion insights: Regional traffic data informs market entry strategies

Pricing and Positioning Intelligence:

• Competitive pricing analysis: Real-time price monitoring across millions of products
• Feature comparison: Product listing analysis reveals successful positioning strategies
• Customer preference insights: Review analysis identifies unmet needs and opportunities

SEO and Content Strategy Optimization:

• Keyword research: Amazon’s search suggestions inform broader SEO strategies
• Content gap analysis: Product Q&A sections reveal information needs
• Long-tail opportunity identification: Niche product success on Amazon indicates broader market potential

Sophisticated Amazon seller optimization strategies

Traffic-Driven Inventory Management:
Amazon’s predictable traffic patterns enable sophisticated inventory planning:

Seasonal Inventory Optimization:

• Prime Day preparation: 4-6 week inventory buildup for 25-30% traffic spike
• Holiday season planning: 8-10 week preparation for sustained 35-45% elevation
• Back-to-school timing: Inventory positioning for August-September 10-15% increase

Geographic Inventory Distribution:

• FBA placement optimization: Align inventory with regional traffic patterns
• International expansion: Use traffic data to prioritize market entry
• Local delivery optimization: Position inventory for same-day delivery in high-traffic areas

Advanced Advertising Strategy Integration:

Traffic Pattern-Based Campaign Optimization:

• Dayparting strategies: Adjust bids based on hourly traffic patterns
• Seasonal budget allocation: Concentrate spend during high-traffic periods
• Competitive response planning: Anticipate competitor actions during traffic spikes

Cross-Platform Attribution:

• Amazon to DTC funnel: Use Amazon traffic for customer acquisition, direct channels for retention
• Social media integration: Leverage Amazon reviews and ratings in social campaigns
• Email marketing coordination: Align Amazon promotions with email campaign timing

Strategic build vs buy decision framework

Amazon’s traffic dominance fundamentally alters traditional e-commerce strategy decisions:

Quantitative Decision Factors:

Customer Acquisition Cost Analysis:

• Amazon marketplace: $15-25 per customer (including fees and advertising)
• Google Ads: $25-45 per customer (depending on industry)
• Facebook Ads: $20-35 per customer (with increasing costs)
• Organic SEO: $5-15 per customer (long-term investment required)

Lifetime Value Considerations:

• Amazon customers: Lower LTV due to platform loyalty vs. brand loyalty
• Direct customers: Higher LTV with direct relationship and data ownership
• Hybrid approach: Optimal LTV through Amazon acquisition, direct retention

Risk Assessment Framework:

Platform Dependency Risks:

• Policy changes: Amazon’s terms of service modifications can impact business overnight
• Competition intensity: Increasing seller competition reduces organic visibility
• Fee structure evolution: Rising FBA and advertising costs impact profitability

Market Access Benefits:

• Immediate scale: Access to 91 million daily visitors without marketing investment
• Trust transfer: Amazon’s brand credibility benefits new sellers
• Infrastructure leverage: Fulfillment, payment processing, and customer service included

Frequently asked questions

What is Amazon’s peak traffic day of the year?

Black Friday consistently generates Amazon’s highest single-day traffic, typically reaching 125-135 million visits. This represents a 35-40% increase over the July baseline of 91 million daily visits. Prime Day comes second, with individual event days hitting 115-120 million visits based on 2025 data. The difference stems from Black Friday’s broader consumer participation versus Prime Day’s member-exclusive nature.

How much of Amazon’s traffic is mobile?

Approximately 54.3% of Amazon’s web traffic comes from mobile devices as of July 2025, according to Semrush data. This represents 1.53 billion of the 2.82 billion monthly visits. However, this figure doesn’t include the Amazon Shopping app, which has 98 million monthly active users in the U.S. alone (Mobiloud, 2025), suggesting total mobile engagement significantly exceeds web-only metrics.

Does Amazon release first-party visitor statistics?

Amazon doesn’t publish detailed traffic statistics in quarterly earnings reports or SEC filings. The company focuses on customer accounts (over 300 million active), Prime memberships (220+ million globally), and revenue metrics rather than visit counts. This makes third-party analytics platforms like Semrush and Similarweb essential for traffic analysis and competitive intelligence.

How accurate is Semrush data for Amazon?

Semrush’s Amazon data demonstrates strong consistency with historical patterns and seasonal trends, making it reliable for strategic planning. Their methodology combines clickstream data, search analytics, and traffic modeling to achieve accuracy within 10-15% for sites of Amazon’s scale. The platform’s monthly updates and detailed engagement metrics provide the most current available data for business decision-making.

How many unique visitors vs total visits does Amazon get?

Analytics platforms report total visits rather than unique visitors due to privacy limitations and technical challenges. Based on session data showing 7.18 pages per visit and 12:23 minute average sessions, Amazon likely receives 25-30 million unique daily visitors, with each visitor averaging 3+ visits per day. This suggests high user engagement and repeat browsing behavior throughout single days.

What percentage of Amazon’s visits come from the US?

82.32% of Amazon.com traffic originates from the United States according to Semrush data, representing 2.32 billion of the 2.82 billion monthly visits. This heavy domestic concentration makes Amazon significantly dependent on the U.S. market despite international expansion efforts. The remaining 17.68% is distributed across global markets, with India (1.94%) and Latin American countries showing the strongest growth.

How has Amazon’s traffic grown since 2020?

Amazon’s daily traffic has grown approximately 50-60% since 2020, when the platform averaged 55-65 million daily visits. The pandemic accelerated e-commerce adoption, with Amazon capturing disproportionate share of the digital shift. Growth has continued post-pandemic, with 2024-2025 showing 15-18% year-over-year increases, indicating sustained market share gains from traditional retail channels.

How many visits turn into actual orders?

Amazon doesn’t publish conversion rate data, but industry estimates suggest 10-15% of visits result in purchases. Applied to the current 91 million daily visits, this would translate to 9-14 million daily orders from web traffic alone. This excludes mobile app transactions, repeat purchases from previous visitors, and subscription-based orders, suggesting total daily order volume significantly exceeds web-derived estimates.

Key takeaways

Amazon’s daily traffic of 91 million visits represents unprecedented e-commerce scale, fundamentally reshaping retail strategy. Semrush data shows 10.24% month-over-month growth, demonstrating continued expansion despite market maturity. The 4.5x traffic advantage over competitors creates an insurmountable competitive moat, making Amazon unavoidable for most e-commerce strategies.

Seasonal patterns are highly predictable: 25-30% Prime Day spikes, 35-45% Black Friday increases, and sustained December elevation enable sophisticated planning for inventory, advertising, and competitive responses. Mobile-first traffic (54.3%) with 12+ minute sessions indicates highly engaged users conducting extensive research, creating opportunities for detailed product information and cross-selling.

Geographic concentration (82.3% U.S.) presents both domestic dominance and significant international expansion potential, particularly in emerging markets where mobile commerce adoption accelerates.

Sources and references

• Semrush Website Analytics — July 2025 traffic data showing 2.82B monthly visits, 10.24% month-over-month growth, and comprehensive engagement metrics
• Statista E-commerce Statistics — Historical traffic data from October 2023 to March 2024, sourced from Similarweb partnership
• AMZScout Amazon Statistics — May 2025 traffic data showing 2.8B monthly visits and mobile usage patterns
• Mobiloud Amazon Statistics — Mobile app usage data showing 98M monthly active users and cross-platform traffic analysis