Key stat: Amazon drew 243.8 million US unique visitors across desktop and mobile in April 2026, close to the 342.5 million that Walmart, Temu, and eBay pulled in put together, according to Comscore Media Metrix Multi-Platform data.

Beyond the chart:

• That traffic lead compounds once shoppers arrive. Customers who used Amazon's AI assistant were roughly 60% more likely to finish their purchase, according to CEO Andy Jassy.
• Meanwhile, that audience converts into ad dollars. Amazon holds 39.7% of all US ecommerce sales this year and takes more than 79% of US retail media digital ad spending, according to EMARKETER.

Use this chart: Drop this in your retail media planning deck to defend Amazon's share of budget. Show it to leadership when someone argues a Temu or Shein test can replace Amazon reach, and use it to benchmark which of the next eight destinations deserve your incremental spend this holiday season.

Related EMARKETER reports:

• US Ecommerce Market Shares 2026 (EMARKETER subscription required)
• Holiday Shopping 2026 (EMARKETER subscription required)