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How much traffic does Amazon get? How much traffic do its acquisitions get? A rough back of the envelope estimate of amazon traffic for one of my other websites surprised me so much that I had to share it here instead.

Let’s start with the core Amazon properties, and those traffic estimates -

1. Alexa says Amazon is the 36th most popular site on the internet.  Amazon.co.jp is 121st, Amazon.de is 136th, Amazon.co.uk is the 257th, Amazon.cn (joyo) is 905th, Amazon.fr is 958th, and Amazon.ca is 3,193rd.
2. Quantcastlists Amazon.com as the 11th most popular website in the US with 43.1 million visitors a month. For comparison, Quantcast lists Google as getting 134.7 million US people a month (and obviously #1).
3. Competelists Amazon.com as getting 54.55 million people a month. Again for comparison, Compete lists Google as getting 129 million visitors a month.

So Amazon.com seems to be getting between 43 and 55 million people a month from the US.

Before we go into country specific Amazon websites, let’s look at recent and past amazon acquisitions and the amount of US traffic these get. All traffic estimates are Quantcast, unless otherwise indicated. Here we go -

1. IMDB.com (yeah – surprised me too when I found out) gets 21.1 million people a month (Compete says 17.8 million a month) and is the 34th ranked website in the US. It’s also 47th worldwide and we are not counting imb’s international traffic here.
2. TeleBook (http://www.telebuch.de) became Amazon.de. We’ll come to estimates later.
3. Bookpages.co.uk (doesn’t work anymore) became Amazon.co.uk. Estimates later.
4. Joyo.com became Amazon.cn. Estimates Later.
5. DrugStore.com gets 2.8 million people a month (Compete says 2.1 million). (Amazon owns it partially).
6. Alexagets approximately 1.3 million people a month (according to Quantcast; Compete says 0.8 million people). 
7. Abebooks gets 1 million people a month.  
8. ShopBop.com gets 622K people a month.
9. LibraryThing.com gets 534K people a month (Amazon has a 40% stake). 
10. Endless.com gets approx. 465K people a month.
11. Audible.comgets 453K people a month.
12. Reflexive.com gets 162K.
13. A9.com- Amazon’s search engine gets 157.1K people a month.
14. Fabric.com gets 132K.
15. Pets.com gets 95.8K people a month. (Amazon owns 54% of it).
16. MobiPocket.com gets 49.3K people a month.
17. Shelfarigets 48.9K people a month.
18. BookSurge gets 26.5K people a month.

A big thanks to SEO by the Sea for his extensive list of Amazon acquisitions that along with my own research forms the backbone for this list.

Anyways, adding on Amazon’s other properties (especially imdb.com), and you get -

1. 78.5 million US people a month, according to Compete (excluding amazon.co.uk, amazon.de, amazon.co.jp, amazon.cn, and amazon.ca).
2. 72 million according to Quantcast (again excluding the Amazon country specific websites).

Let’s estimate traffic to the country specific websites (unfortunately, this is a rather unscientific analysis) -

1. For Amazon Japan (#121), let’s look at traffic for websites with similar rankings and then estimate. According to QuantCast.com, MetaCafe (#119) gets 51 million, DeviantArt (#120) gets 18.8 million global people,  PerfSpot (#130) gets 36.3 million, Geocities gets 20 million people (#132; just US traffic is known). So a conservative estimate would be 20 million global people a month (and perhaps as much as 25 to 30 million).
2. Taking the same figures, a conservative estimate for Amazon Germany (#132) would be 17 million people a month. 
3. Amazon.co.uk at #257, could be getting anywhere over 7-10 million visitors a month (and as many as 20-25 million; again this is based on traffic to websites with similar alexa ranking). According to compete it gets 2 million visitors a month just from the US, so a figure of 7 million is pretty conservative.
4. I’m going to take a random guess on the other Amazon country specific properties for now. Together they might add up to a couple million (or even higher). So let’s estimate 2-4 million international visitors a month across Amazon China, Amazon France, and Amazon Canada.

That’s 46 million (conservative) to 60 million (probable) non US people a month. To our original estimate range of 72-78.5 million people a month (from the US), we can add another 46 million or so non US visitors. Note: This doesn’t count imdb.com’s international visitors which I have no good way of estimating.

Amazon.com and its web properties account for over 118 million visitors a month, with 72 or so million being from the US. That’s absolutely amazing and goes to show (at least to me) how little I knew about Amazon’s reach.

I think Amazon is right there with Microsoft, Apple and Google as one of the biggest and most significant tech companies of our times. Recent initiatives like Amazon Web Services and the Kindle also set it up nicely for the next 5 or more years, especially since Amazon is quickly taking a firm hold of the #1 position in both these markets.

Filed under: thoughts Tagged: | amazon acquisitions, amazon traffic