The news: Amazon gained more US purchase-intent clicks in discretionary categories during Q4 2025, while Walmart remained the stronger destination in essentials, per Industry KPI data from MikMak. Purchase-intent clicks indicate which retailers shoppers favor when they are closer to buying.

As the two biggest names in retail vie for the same consumers, they serve different roles. Amazon gained in browsing, comparison, and product-discovery segments, while Walmart held the advantage in household goods tied to replenishment.

By product line, Amazon led discretionary purchase-intent clicks.

• Beauty: 36% share of clicks compared with 17.4% for Walmart
• Toys and games: 35.5% vs. 27.8% for Walmart
• Personal care: 34.2% to 32.3% for Walmart

Walmart was stronger in everyday categories:

• Grocery: 27% against 8.1% for Amazon
• Pet care: 32%, ahead of Amazon’s 17.8%
• Consumer health: 32.8% compared with 28.5% for Amazon

PYMNTS Intelligence data points to the same divide in spending share. PYMNTS found Amazon’s gains were concentrated in discretionary categories, with its share of hobby-item spending reaching 37% and electronics 34% in 2025.

Walmart stood out in essentials: It captured 20% of all US food and beverage spending in Q4 2025 as well as 16% of auto parts retail spending.

The takeaway: The purchase-intent data reflect the strengths of each retailer.

• Amazon excels where digital tools such as search and comparison features can help consumers find new goods.
• Walmart, with its much larger physical footprint, prevails in store-based shopping and recurring purchases of household goods.

Implications for retailers: There’s no one-size-fits-all strategy in retail. In discretionary categories, brands and retailers can improve their chances of gaining sales by investing in digital merchandising, product content, and comparison-friendly shopping experiences. In essentials, success depends more on pricing, availability, convenience, and the ability to draw repeat visits. As Amazon and Walmart look to enhance their advantages, other retailers will need to make an effort to stand out—through digital discovery, assortment, loyalty, convenience, or value—to win sales against the dominant players.

Go deeper: Want more purchase intent benchmarking data? PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries. Click here for more information.