Across the top 10 affiliates that refer traffic to Amazon, seven sites have dramatically decreased referrals sent to amazon.com (-51%). Slickdeals.net, dealnews.com, and pcpartpicker.com, the top three affiliates for Amazon in Q1, fell 35%, 85%, and 56%, respectively.
After Amazon announced it would be cutting affiliate commission rates by upwards of 50% across categories, referral traffic to the retail behemoth fell dramatically. Out of the top 10 affiliate sites that directed shoppers to Amazon to make a purchase in Q1, seven quickly pivoted their strategy, and, on average, traffic directed to Amazon fell by 51%.
Where are affiliates directing shoppers instead of Amazon?
Outgoing traffic from Slickdeals shows that Amazon’s share of traffic has been cut in half. It appears that the early winners in April are Walmart (+8%), eBay (+3%), and Best Buy (+1%). Home Depot has maintained its share of traffic but saw no increase between Q1 and April.
To learn more about the data behind this article and what Similarweb has to offer, visit https://www.similarweb.com/.
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