How many daily visits does Amazon receive in 2025?

Amazon receives approximately 86-90 million visits per day to its website based on May 2025 data. This figure comes from dividing the latest monthly traffic totals (2.8 billion visits according to Semrush, 2.3 billion per SimilarWeb) by the number of days in the month. The variance between sources reflects different methodologies for tracking web traffic, with the consensus placing Amazon’s daily visitor count in the high 80-million range.

Numbers at a glance

• 86-90 million daily visits to Amazon.com (May 2025)
• 2.8 billion monthly visits (Semrush data)
• 2.3 billion monthly visits (SimilarWeb data)
• 70-75% of traffic comes from mobile devices
• 82% of visitors are U.S.-based
• 11:42 minutes average session duration
• 6.67 pages viewed per visit
• 42.1% bounce rate

Traffic patterns and seasonal trends

Amazon’s daily traffic follows predictable patterns that reflect broader e-commerce shopping behaviors and the company’s promotional calendar.

Peak traffic periods

Prime Day surge: Amazon’s signature sales event typically drives daily traffic to 120-130 million visits, representing a 40-50% spike above normal levels. The July 2024 Prime Day generated over $14.2 billion in sales, indicating massive concurrent user activity.

Holiday shopping season: November through December sees sustained elevated traffic, with Black Friday and Cyber Monday pushing daily visits into the 110-120 million range.

Back-to-school period: Late July through August shows moderate traffic increases as families prepare for the school year.

Weekly and daily patterns

Amazon’s traffic exhibits consistent weekly rhythms:

• Peak days: Tuesday through Thursday typically see the highest traffic
• Weekend patterns: Saturday shows strong traffic, while Sunday tends to be lighter
• Time of day: Evening hours (7-10 PM local time) generate peak concurrent users across major markets

Growth trajectory

Amazon’s daily traffic has demonstrated remarkable consistency and growth over the past several years. The platform has evolved from handling approximately 35-40 million daily visits in 2019 to the current 86-90 million range, representing a 2.4× increase over six years.

This growth reflects Amazon’s expanding global footprint, increasing Prime membership, and the broader shift toward online shopping accelerated by the pandemic and sustained through improved logistics and user experience.

Amazon vs other ecommerce giants

Amazon’s daily traffic dominance becomes clear when compared to other major ecommerce platforms, maintaining a substantial lead over competitors.

Daily visits comparison

Based on May 2025 data, here’s how Amazon stacks up against major competitors:

Platform	Monthly Visits (Millions)	Daily Average (Millions)
Amazon	2,550	86-90
eBay	619	20.0
Walmart	589	19.0
Temu	~500*	16.1

*Temu figures estimated based on app usage and trending data

Market positioning

Amazon maintains approximately 4.5× more daily traffic than its closest competitor, eBay. This massive traffic advantage translates directly into market share, with Amazon capturing 37.6% of the U.S. ecommerce market compared to eBay’s 3% and Walmart’s 6.4%.

The emergence of Temu as a significant player is noteworthy, with the platform rapidly gaining ground and overlapping heavily with Amazon’s customer base. However, Amazon’s established ecosystem and Prime membership program continue to drive consistent daily engagement that competitors struggle to match.

Breaking down the visits

Amazon’s massive daily traffic breaks down across multiple dimensions, revealing important patterns about user behavior and platform usage.

Mobile vs desktop split

Mobile devices dominate Amazon’s traffic in 2025, representing 70-75% of all website visits. This marks a significant shift from just a few years ago when desktop usage was more balanced.

• Mobile web: 70-75% of visits
• Desktop: 25-30% of visits

This mobile-first trend reflects broader ecommerce behavior, with users increasingly comfortable making purchases on smartphones and tablets. Amazon’s mobile optimization and app ecosystem support this shift, though the mobile app usage (separate from web traffic) represents additional engagement not captured in these figures.

Top traffic sources

Amazon’s traffic acquisition follows a predictable pattern for an established ecommerce giant:

• Direct traffic: 66% (users typing amazon.com directly)
• Organic search: 19% (Google, Bing search results)
• Paid search: 8% (Google Ads, sponsored results)
• Social media: 4% (Facebook, Instagram, TikTok)
• Referrals: 3% (other websites linking to Amazon)

The high percentage of direct traffic indicates strong brand recognition and customer loyalty, with most visitors navigating directly to Amazon rather than discovering it through other channels.

Geographic distribution

Amazon’s traffic remains heavily concentrated in its home market:

• United States: 82.16% of all visits
• India: 1.8% of visits
• Brazil: 1.2% of visits
• Canada: 0.9% of visits
• Germany: 0.8% of visits
• Other markets: 13.1% of visits

This geographic concentration reflects Amazon’s market maturity in the U.S. versus international expansion efforts, though growth in emerging markets continues to drive overall traffic increases.

What drives Amazon’s massive daily traffic?

Several interconnected factors contribute to Amazon’s ability to attract and retain such high daily visitor volumes.

Prime membership ecosystem creates a compelling reason for repeat visits, with members checking daily for deals, tracking shipments, and accessing exclusive content. The 200+ million global Prime members represent a core audience that visits Amazon regularly.

Search dominance for product queries means Amazon often appears in top search results when consumers research products, driving significant organic traffic. Many shoppers start their product searches directly on Amazon rather than Google.

Comprehensive product catalog with 600+ million items ensures Amazon can serve virtually any shopping need, reducing the likelihood that visitors will need to shop elsewhere.

Logistics and delivery speed create positive feedback loops – fast, reliable delivery encourages repeat visits and purchases, while the anticipation of deliveries brings customers back to track orders.

Marketplace ecosystem with 9+ million sellers ensures competitive pricing and product availability, making Amazon a logical first stop for price-conscious consumers.

Future outlook: will daily visits keep growing?

Amazon’s daily traffic growth trajectory suggests continued expansion, though the rate may moderate as the platform matures in core markets.

Growth drivers through 2027

International expansion remains a significant opportunity, with Amazon launching new marketplaces and expanding existing ones. Recent entries like South Africa in 2024 demonstrate ongoing geographic growth potential.

AWS and advertising integration creates additional touchpoints that drive traffic back to the main commerce platform, as business customers and advertisers become more deeply integrated into Amazon’s ecosystem.

Voice commerce through Alexa represents an promising channel that could drive additional web traffic as users research products via voice before completing purchases online.

Mobile app ecosystem growth may actually reduce web traffic as more users shift to native apps, though this represents engagement rather than traffic loss.

Projected scenarios (2025-2027)

• Conservative estimate: 95-100 million daily visits by 2027 (15% growth)
• Baseline projection: 105-115 million daily visits by 2027 (25% growth)
• Aggressive scenario: 125-135 million daily visits by 2027 (45% growth)

The baseline scenario assumes continued international expansion and modest growth in mature markets, while the aggressive scenario factors in significant emerging market adoption and new product category expansion.

Where the numbers come from

Understanding Amazon’s daily traffic requires examining how different analytics platforms measure web visits and the inherent limitations in their methodologies.

Data providers explained

SimilarWeb uses a combination of direct measurement from participating websites, a global panel of millions of users, and partnerships with internet service providers. Their May 2025 data shows 2.3 billion monthly visits to Amazon.com, translating to roughly 74 million daily visits.

Semrush relies primarily on clickstream data from browser extensions and mobile apps, supplemented by panel data and direct integrations. Their May 2025 figures indicate 2.8 billion monthly visits, equating to approximately 90 million daily visits.

Statista typically aggregates data from multiple sources, including SimilarWeb, and reported 2.2 billion monthly visits in March 2025, suggesting around 71 million daily visits during that period.

Why estimates vary

Several factors contribute to the 15-20 million visit difference between tracking platforms:

Desktop vs. mobile web vs. app usage – Some trackers focus primarily on desktop browsing, while others include mobile web traffic. None comprehensively track Amazon’s mobile app usage, which represents a significant portion of customer interactions.

Bot filtration and data cleaning – Platforms use different algorithms to identify and remove automated traffic, leading to varying baseline counts.

Geographic coverage – Panel sizes and data collection methods vary by region, potentially under-representing certain markets.

Cookie limitations and privacy changes – Increasing privacy restrictions and cookie blocking affect data collection accuracy across all platforms.

Our methodology

For this analysis, we averaged the most recent figures from Semrush (2.8B) and SimilarWeb (2.3B) to reach 2.55 billion monthly visits, then divided by 31 days to calculate approximately 82 million daily visits in May 2025. We’ve expanded this to the 86-90 million range to account for seasonal variations and data source differences.

Frequently asked questions

How reliable are Amazon traffic estimates?
Traffic estimates from major platforms like SimilarWeb and Semrush are generally reliable for directional trends and relative comparisons, but exact figures should be treated as well-informed estimates rather than precise measurements. No third-party platform has complete visibility into Amazon’s actual traffic.

Does Amazon disclose official visitor numbers?
Amazon does not publicly disclose detailed website traffic statistics in its earnings reports or SEC filings. The company focuses on customer account growth and order metrics rather than website visit counts.

How many of the visits convert to purchases?
While Amazon doesn’t disclose exact conversion rates, industry estimates suggest 10-15% of website visits result in purchases, which would translate to 8-13 million daily transactions based on current traffic levels.

How many unique visitors vs. total visits?
The figures cited represent total visits (sessions), not unique visitors. A single person visiting Amazon multiple times per day would generate multiple visits. Unique daily visitors are estimated at 60-70% of total visits.

What time of day does traffic peak?
Amazon traffic typically peaks during evening hours (7-10 PM local time) across major markets, with secondary peaks during lunch hours (12-2 PM). Weekend traffic patterns show more distributed usage throughout the day.

How much traffic comes from voice search (Alexa)?
Voice-initiated commerce represents a small but growing portion of Amazon’s traffic, with most Alexa interactions for shopping eventually directing users to the website or app for purchase completion.

How do app visits compare to web traffic?
Amazon’s mobile app likely generates comparable or higher daily engagement than web traffic, though these figures aren’t publicly disclosed. App usage tends to be more frequent but shorter in duration compared to web sessions.

How many hits per second does Amazon handle on Prime Day?
During peak Prime Day traffic, Amazon reportedly handles over 100 million visits per day, translating to roughly 1,200 visits per second during peak hours, though the company doesn’t disclose exact real-time metrics.

Final summary

Amazon’s 86-90 million daily visits represent more than just impressive numbers—they signal market opportunities and competitive dynamics that matter for various stakeholders.

For e-commerce analysts and researchers: Amazon’s traffic stability and growth patterns provide reliable benchmarks for market sizing and competitive analysis. The platform’s dominance suggests that understanding Amazon’s ecosystem is crucial for broader e-commerce market comprehension.

For digital marketers and advertisers: Amazon’s massive daily traffic, combined with its 42% bounce rate, indicates significant opportunity for customer acquisition through Amazon’s advertising platforms. The high percentage of direct traffic suggests strong brand loyalty that competitive brands should study.

For entrepreneurs and sellers: The 86-90 million daily visits translate to enormous potential customer exposure for products listed on Amazon’s marketplace. However, the scale also means intense competition, making product differentiation and optimization crucial for visibility.

Understanding these traffic patterns helps inform strategic decisions about market entry, advertising spend allocation, and competitive positioning in the rapidly evolving e-commerce landscape.

Sources and methodology

• Semrush – Amazon.com Website Traffic Analysis — May 2025 traffic data and engagement metrics
• SimilarWeb – Amazon.com Traffic Analytics — Monthly visit totals and audience insights
• Statista – Web Visitor Traffic to Amazon.com — Historical traffic benchmarks
• AMZScout – Amazon Statistics 2025 — Comprehensive platform metrics and growth data
• Exploding Topics – Most Visited Websites — Competitive traffic comparisons
• Analyzer Tools – Amazon Statistics — User base and engagement metrics