Amazon ranks as the 5th website globally!

November 26, 2021 by
Frank Calviño
photo by ANIRUDH for Unsplash

Amazon has smashed all previous records of traffic for its website reaching 3 billion total visits, as of September 2021. 

This has allowed Amazon to rank among the top five of the most visited websites globally. According to data acquired by Finbold, is the fifth most visited website globally, with 3 billion total visits as of September 2021. 

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The website also recorded 0.7 billion unique visitors, as per Finbold data. is the world's most visited website with 45.4 billion visitors, while the unique visits stand at 3.1 billion. YouTube ranks second with 14.1 billion visits, while the unique visitors stand at 1.7 billion.

Social media giant Facebook ranks third at 11.2 billion visits while the unique visits stand at 1.5 billion. is in the fourth spot, recording 5.8 billion visitors while the unique visits stand at 1.4 billion.

Elsewhere, lies in the sixth spot with 2.9 billion visitors, followed by at 2.9 billion.'s 2.4 billion visitors place the platform in the eighth spot, while has 2.3 billion. Adult content platform is tenth with 2.2 billion visits.

The Black Friday effect 

Amazon rank as the 5th most visited website globally is largely due to a massive increase in traffic on Amazon that happens in the months or weeks prior to Black Friday. Contrary to what you might think, the peak of traffic for Amazon is not during Black Friday, but in the days before, when potential buyers are scouting the website frantically, to get a grasp of current prices and be able to assess if during the Black Friday the items they want to buy, are actually cheaper. 

This “Black Friday” effect is also experienced during other seasonal sales like Christmas or Summer.  

Hiring more staff to handle the increase 

According to Finbold report, Amazon has hired 150,000 seasonal employees across the U.S. in 2021, representing a 50% growth from last year’s figure of 100,000.

Amazon numbers for 2020-2021 

In 2020, Amazon generated $297,381 per employee from a workforce of 1.29 million employees. Elsewhere, our previous report also noted that Amazon generated $837,350 in revenue per minute for Q1 2021, representing a growth of 44.04% from $582,200 recorded during the same period in 2020.

The Finbold report highlights factors propelling Amazon to rank among the most visited websites globally. According to the research report:

"Overall, there has been a significant shift towards eCommerce platforms in the wake of the coronavirus pandemic that was characterized by lockdowns. Consequently, as an established player in the field, Amazon was bound to benefit. The visitors' numbers potentially indicate that Amazon has managed to sustain the users amid changing consumer behavior."

All in all, Amazon remains the most visited marketplace in the world, with a clear advantage over Alibaba and the rest of the competition.

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