Amazon U.S. Monthly Unique Visitors Reach 235 Million
Citing Comscore data, eMarketer reported that Amazon had about 235 million unique visitors in the U.S. in June 2026, compared with about 141 million for Walmart.
What are the key facts?
- 1Amazon had about 235 million U.S. unique visitors in June 2026
- 2Walmart had about 141 million U.S. unique visitors
- 3Amazon’s unique-visitor scale was 67% higher than Walmart’s
What happened?
In eMarketer’s e-commerce retail data published on September 10, the company cited Comscore data showing that Amazon had about 235 million unique visitors in the U.S. in June 2026, while Walmart had about 141 million. Amazon’s visitor scale was 67% higher than Walmart’s. The figures show that Amazon continues to hold a clear scale advantage in reaching U.S. consumers and may serve as a reference for cross-border sellers prioritizing search traffic, established fulfillment, and scaled advertising. Walmart has a smaller traffic scale, but its platform competition, fulfillment services, and price positioning may create differentiation opportunities for some brands. Unique visitors do not equal order volume, conversion rate, or seller profit, so sellers should not allocate budgets based on visitor numbers alone. Brands operating on both platforms should also compare advertising costs, platform commissions, warehousing and delivery, return rates, and inventory turnover.
What does this mean for cross-border sellers?
Amazon’s U.S. unique-visitor scale is higher than Walmart’s and can inform decisions about consumer reach and platform investment, but unique visitors do not equal orders, conversion, or profit. Sellers operating on both platforms should compare advertising costs, commissions, warehousing and delivery, return rates, and inventory turnover in one model instead of allocating budgets only by traffic scale.
What should sellers do now?
- 1Consolidate recent Amazon and Walmart spending, platform commissions, warehousing and delivery, return rates, and inventory turnover in one comparison table, then calculate actual profit by platform using current data.Marketplace fee compare
- 2For SKUs planned for additional budget, calculate the selling price, order volume, and advertising spend required to reach the target profit on each platform before deciding whether to scale investment.Profit calculator
- 3This week, select a group of SKUs sold on both platforms and record visitors, orders, and advertising costs to avoid using unique-visitor scale as a substitute for conversion and profitability analysis.Breakeven calculator